Social media’s effect on the job market

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More than 80 percent of the U.S. population is on social media.

For businesses, that means having a social media presence is crucial to remaining relevant and effective.

Social Media By Type Of Social Media


Businesses use a variety of social websites to promote their brand, but the most popular are Facebook, Twitter and Instagram, according to Meltwater, start-up that monitors social media.

Company recruiters also use social media including LinkedIn to find new employees.

New company jobs have already been created based on the focus around social media. Below is a list of a few of them:

  • Social Media Analytics Manager
  • Social Media Strategist
  • Digital/Social Media Producer
  • Social Media Content Developer
  • Social Media Campaign Manager
  • Community Story Editors (i.e., Snapchat)
  • Account Executives (Sales) for Facebook, Instagram, Twitter, Snapchat etc.

Due to the rise in social media use, many companies also now require that their employees have social media skills, as well.

“In the not so distant future, social media knowledge and skills may be a requirement for most job functions across an organization,” according to Meltwater.

But social media is not only used for hiring.

Data shows that 22 percent of employers have fired someone for using the internet for a non-work related activity, and 11 percent say they’ve fired an employee for something they posted on social media said Monster career expert Mary Ellen Slayter quoting Tarpey on a 2014 interview published by The Aggie.

Slayter said that people should conduct themselves in a respectable manner while still being yourself and if you are online then remember that you are seen.

Natalie Revord is a senior communications manager at AT&T. She said that social media, “makes it a lot easier for companies to reach out and find candidates because so many people have bios online and LinkedIn allows you to network with more people that you may not have met before, so it’s really breaking down those geographic barriers.”

“It’s also a word of caution you know make sure the things you’re putting on social media you’re okay with everybody knowing about you including future employers,” she added.

Revord said, “Because of the prevalence of social media in today’s digital ecosystem everyone is on social media and you have to be there if you’re trying to reach your customers or potential customers. It’s a great way to reach people on a daily basis cause they’re always on their phone. Their always on their laptop checking in and so you can share news you can share information on who your company is.”

At AT&T, Revord  said they have a team whose sole purpose is to focus on the company’s social media strategy. There are also other employees that monitor social media trends such as technology, hashtags and conversations.

Frances Abbey said he never saw himself as a digital content producer at TEGNA, a broadcasting company that owns 38 news stations across the U.S.

Abbey said there’s much more competition for new consumers’ attention because of social media. Local news is in a state of change trying to figure out how to be valuable to consumers and to keep up with all of these changes that are happening in the industry.

John Zollinger, an assistant dean for communication and outreach at American University, advertises on Facebook and uses LinkedIn to guide people to the school’s website.

Social media skills are critical, he said.

“If I were to evaluate the most important facets of what you need for a company or agency is somebody who has a mastery of social media,” Zollinger said.

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