Most commonly reported Work Activities

• Interacting With Computers Using computers and computer systems (including hardware and software) to program, write software, set up functions, enter data, or process information.
• Analysing Data or Information Identifying the underlying principles, reasons, or facts of information by breaking down information or data into separate parts.
• Updating and Using Relevant Knowledge Keeping up-to-date technically and applying new knowledge to your job.
• Making Decisions and Solving Problems Analysing information and evaluating results to choose the best solution and solve problems.
• Getting Information Observing, receiving, and otherwise obtaining information from all relevant sources.
• Processing Information Compiling, coding, categorising, calculating, tabulating, auditing, or verifying information or data.
• Developing Objectives and Strategies Establishing long-range objectives and specifying the strategies and actions to achieve them.
• Thinking Creatively Developing, designing, or creating new applications, ideas, relationships, systems, or products, including artistic contributions.
• Communicating with Supervisors, Peers, or Subordinates Providing information to supervisors, co-workers, and subordinates by telephone, in written form, e-mail, or in person.
• Interpreting the Meaning of Information for Others Translating or explaining what information means and how it can be used.

The Work

The primary function of a Social Media Specialist is to drive traffic to websites and devices to enhance the visibility of a brand, a product, a service or even a person. They do this by:

• Devising Social Media campaigns

• Promoting content using strategies such as advertising, link-building, guest posting, and sharing

• Use of social analytics to identify existing audience deomgraphics and grow the company's client base

• Engaging and interacting with clients

• Use of blended marketing approaches to media outreach

• Developing relationships with key influencers and target audiences

In-house Social Media Specialist positions are typically sought by larger companies, such as advertising agencies, newspapers and media agencies that have large budgets, volumes of information, lots of resources, and various communities.

A Social Media Specialist may also be self-employed, working remotely and providing specialist services to smaller companies and businesses.

In many small businesses, the social media function is simply part of the job role of a member of staff.

Skills required for the SM Specialist role include:

• Knowledge of Marketing, Management, Branding, and Content Development

• Familiarity with web analytics systems, business analytics, and social metrics

• Familiarity with the different systems of advertising campaigns and paid promotion throughout various social media platforms

• Knowledge of various ROI analysis systems, conversions, and social media KPIs

• The different techniques for developing strategies such as Search Engine Marketing and Search Engine Optimisation

• Knowledge of techniques and methods to guide research

• Photoshop, Text Editors, Power Point, and Excel skills

• HTML, site development and blogging experience

 Excellent written and oral communication skills are also required for this role. 

Most commonly reported Work Tasks

• Manage tracking and reporting of search-related activities and provide analyses to marketing executives.
• Optimise digital assets, such as text, graphics, or multimedia assets, for search engine optimisation (SEO) or for display and usability on internet-connected devices.
• Collect and analyse Web metrics, such as visits, time on site, page views per visit, transaction volume and revenue, traffic mix, click-through rates, conversion rates, cost per acquisition, or cost per click.
• Participate in the development or implementation of online marketing strategy.
• Optimise Web site exposure by analysing search engine patterns to direct online placement of keywords or other content.
• Coordinate with developers to optimise Web site architecture, server configuration, or page construction for search engine consumption and optimal visibility.
• Assist in setting up or optimising analytics tools for tracking visitors' behaviors.
• Identify appropriate Key Performance Indicators (KPIs) and report key metrics from digital campaigns.
• Create content strategies for digital media.
• Combine secondary data sources with keyword research to more accurately profile and satisfy user intent.

This occupation is typically suited for people with the following Career Interests:

Social

The Social person's interests focus on interacting with the people in their environment. In all cases, the Social person enjoys the personal contact with other people in preference to the impersonal dealings with things, data and ideas found in other groups.

Many will seek out positions where there is direct contact with the public in some advisory role, whether a receptionist or a counsellor. Social people are motivated by an interest in different types of people and like diversity in their work environments. Many are drawn towards careers in the caring professions and social welfare area, whilst others prefer teaching and other 'informing' roles.

Enterprising

Enterprising people like situations that involve using resources for personal or corporate economic gain. Such people may have an opportunistic frame of mind, and are drawn to commerce, trade and making deals. Some pursue sales and marketing occupations. Many will eventually end up owning their own business, or in management roles in larger organisations. They tend to be very goal-oriented and work best when focused on a target. Some have an entrepreneurial inclination.

Administrative

Administrative people are interested in work that offers security and a sense of being part of a larger process. They may be at their most productive under supervisors who give clear guidelines and while performing routine tasks in a methodical and reliable way.

They tend to enjoy clerical and most forms of office work, where they perform essential administrative duties. They often form the backbone of large and small organisations alike. They may enjoy being in charge of office filing systems, and using computers and other office equipment to keep things running smoothly. They usually like routine work hours and prefer comfortable indoor workplaces.

An undergraduate degree (Level 8) in an area such as Marketing, PR, Communications, Journalism or courses in business administration, management, creative and technical writing, economics, political science, public affairs, accounting, finance, public speaking, mathematics, statistics - all would be beneficial.

Some positions may require experience with a specific software or famiiarity with social media platforms. Experience with these kinds of programs may be gained through further or higher education, also via a wide variety of employment or online courses available. You should develop a portfolio of your work to support your applications.

Training & Development 

FET Centre Traineeship: Business Admin, Digital media Design at NFQ Level 5 Search FET Courses

FET PLC Courses: Art Graphic design, Digital media marketing, Marketing, Media production, Graphic design at NFQ Levels 5-6 Search FET PLC Courses

Apprenticeship: Lean sigma Management Animator Apprenticeships NFQ level 9. There no specific digital media marketing apprenticeships at present, but more are adding all the time Search Apprenticeships

Higher Education CAO Entry: Art, Media, Graphic design NFQ Levels 7-8 Search CAO courses

Professional Development 

Postgraduate Study Options Graphic, Digital media, Art & design, Business NFQ level 9  

Larger employers will also seek extensive background experience in a PR, Marketing, Data Analytics, and/or IT environment and a professional qualification such as an MBA.

Last Updated: April, 2023

Salary Range (thousands per year)* €30k - €75k

Salaries vary based on employer, location, experience, duties, and role.

Data Source(s):
Azon/ Morgan McKinley/ CPL/ Prosperity.ie/ Lincoln/ Sigmar/ Clark/ Osborne

Last Updated: July, 2024

* The lower figures typically reflect starting salaries. Higher salaries are awarded to those with greater experience and responsibility. Positions in Dublin sometimes command higher salaries.

View Salary information from Indeed.ie
Note: data not aways available

This information has been derived from the Solas National Skills Bulletin (2023).

Despite a strong employment growth rate for this occupation, employment levels fell between 2021 and 2022. Employment is spread across a number of roles including marketing associate professionals, buyers & procurement officers, conference/expo managers and estate agents. Employment permits issued in 2022 were primarily for roles in the ICT sector such as digital marketing and accounts managers with language skills required for some.

The Recruitment Agency Survey highlighted issues in sourcing candidates for procurement roles. The number of job adverts for this role grew in 2022, driven by increases for buyers/procurement officers and conference organisers etc. In addition, procurement/tendering documentation skills were not confined to this occupation, but were also in demand outside of sales roles, albeit in small numbers.

• Marketing Institute of Ireland (MII)

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