![]() Managing an employer’s social media accounts is often more challenging than managing personal accounts. Taking classes or earning certifications may boost your credentials even more. You might learn about social media use on your own, supplementing what you already know with what you read online. Lanae gained experience after college by working for an online business, using social media to respond to customers. Employers often prefer to hire workers who have worked in social media, public affairs, or a related field. Touting those accomplishments may make you more attractive to future employers-especially for your first job after graduating. While in school, you may consider pursuing an internship or activities that show your leadership, writing, or social media expertise. Lanae has a bachelor’s degree in journalism and a master’s degree in Internet marketing, which gives her a solid foundation for both the writing and promoting she does in her job. You should expect to study subjects such as public relations, communications, and business. To become a social media specialist, you typically need a bachelor’s degree. “If there’s a natural disaster, you don’t want to be tweeting about what was on TV last night.”Įducation. “You have to always be aware of what’s going on,” says Lanae. “We’ve told the story a million times before,” says Lanae, “but we’re always looking for a new angle, a new way to keep people engaged.”Īnd you should be able to make judgment calls quickly, particularly when handling sensitive topics. “It goes back to seeing what fans are talking about,” says Lanae, “and knowing your audience and what it expects from you.” If your audience is concerned about an issue that you don’t address, for example, you’re not being effective.Ĭreativity and communication skills are also key for presenting familiar content in interesting ways. You should also be comfortable using networking tools, such as ones designed to post across several social media accounts.Įqually important is the ability to understand your audience and its interests. At a minimum, you must be familiar with social media platforms. To work as a social media specialist, you’ll need certain skills, education, and other qualifications. For example, Lanae might aim for a social media campaign post to be shared 40 times and then use an online tool to analyze the results. To track the effectiveness of their communication strategies, social media specialists set goals and then measure success against those goals. For example, they might work on a team with marketing consultants to publicize an event. These workers sometimes collaborate with others to promote their employer’s cause. “A fun hashtag might pop up and, if appropriate, we find ways to respond and share our content.” “You never know what to expect, especially when dealing with online content,” says Lanae. In addition, social media specialists follow conversations and interact with the public online. “I make sure all of our social platforms are telling stories about our museum that people can relate to,” she says. For example, Lanae might share photos from the museum’s exhibit of music history. ![]() ![]() These workers post content-such as images, text, or videos-to spark interest in a topic that relates to the brand as a whole. They run their employers’ social media accounts, working to build a brand’s reputation. Social media specialists communicate with the public through platforms that allow users to create and share content online. “There’s always something going on in real time,” she says, “and we try to enhance the conversation through the perspective of our museum.” What they do Like others in her field, Lanae links the subject of her work with current events. She uses social media to promote the museum’s mission and vision. ![]() Lanae is a social media specialist for the Smithsonian Institution’s new National Museum of African American History and Culture in Washington, D.C. And whether posting, tagging, or tweeting, she always shows she’s in the know. Lanae Spruce stays on top of the latest trends. ![]()
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