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.

Working Life

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 familiarity 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.

Sample Education and Training Pathways
A number of courses are available throughout the country that focus on learning and skills that may be useful for this career. The examples and links below may guide you in your research. 

Further Education (FET)
Further Education & Training (FET) Courses are delivered by local ETBs, ranging in duration from several weeks up to 20 months. Courses are designed to meet the labour market needs and often include a large element of work experience.

Example search terms include: business admin, digital media design.

Search for FET Courses

PLC Courses (FET)
PLC courses are full-time courses, one or two years duration, with awards at Level 5 and 6 on the NFQ. They are offered nationally in Schools and Colleges of Further Education.

Example search terms include: art graphic design, digital media marketing, marketing, media production, graphic design.

Search for PLC Courses

Apprenticeships: 
Apprenticeships are structured work-based training programs that combine on-the-job training with classroom instruction. They run from 2 – 4 years and are open to individuals of all ages, including school leavers, those seeking a career change, and existing employees who wish to upskill.

Examples: Lean Sigma Management, Animator.

Search for Apprenticeships

Higher Education CAO (Undergraduate) 
Higher Education courses at Levels 6 to 8 on the NFQ, delivered in Universities and Technological Universities & Institutes. Courses run from 2 – 5 years and places are allocated on a points-based system, processed by the Central Application Office.

Example search terms include: art, media, graphic design.

Search for CAO Courses

Higher Education (Postgraduate)
Postgraduate courses are courses at Levels 9 and 10 on the NFQ and usually last 1 – 2 years full time, or longer if a PhD or part time. Entrants typically require an undergraduate award (Level 8).

Example search terms include: graphic, digital media, art and design, business.

Search for Postgraduate Courses

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.

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

Note: The following information relates to occupations that include: Buyers and procurement officers; Marketing associate professionals; Estate agents and auctioneers; Conference and exhibition managers; and organisers Property, housing and estate managers.

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.

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