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

Marketing, media, communications companies all increasingly need people to create high quality social media content, not solely witty posts but videos and podcasts, which require expertise, technical knowledge and collaboration.

In media, producer usually refers to someone who creates and manages content. So social media producers are those that create high-quality content for social media pages and websites.

Producers have a wide variety of roles and responsibilities. They help plan social media campaigns, they collaborate with teams across their organisation to identify the type of content that needs to be created, depending on the type of organisation or campaign the producer is working on they may need to understand and work closely with sales teams, marketing teams or senior management. Creating the content will require people to create graphics, cameramen, editors, experts with audio equipment and people comfortable in front of the camera or microphone. In smaller teams the producer will need to be capable in all these skills as they may be required to perform some or all of the tasks.

The job requires a proactive person, someone capable of planning and executing a task rather than someone who reacts to events as they happen.

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:

 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.

 Creative

Creative people are drawn to careers and activities that enable them to take responsibility for the design, layout or sensory impact of something (visual, auditory etc). They may be atrracted to the traditional artistic pursuits such as painting, sculpture, singing, or music. Or they may show more interest in design activities, such as architecture, animation, or craft areas, such as pottery and ceramics.

Creative people use their personal understanding of people and the world they live in to guide their work. Creative people like to work in unstructured workplaces, enjoy taking risks and prefer a minimum of routine.

 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.

There are many pathways to a career as a Social Media Digital Producer. 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, 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: Animator Apprenticeships.

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, design.

Search for Postgraduate Courses

Salary Range (thousands per year)* €28k - €75k

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

Data Source(s):
Brightwater / Morgan McKinley / Prosperity / Abrivia / Azon / Clark / Excel/ Osborne/ Sigmar

Last Updated: March, 2024

Note: The following information relates to occupations that include: IT business analysts; architects and systems designers; Web design and development professionals; Information technology and telecommunications professionals n.e.c.

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

The negative average annual employment growth rate over the five-year period for this occupation is partly related to changes in the LFS in 2017; however, employment has declined annually since 2020. Those employed were primarily male, working full-time and held third-level qualifications. The share of non-Irish citizens employed far exceeded the national average (41% compared to 19% nationally).

Despite the decline in employment, over 3,500 new employment permits were issued in 2022 across a range of roles including IT analysts/engineers (cloud, security, systems, network, test), There was a high volume of mentions in the Recruitment Agency Survey for network/security and site reliability engineers while vacancies for software testers were cited as difficult to fill by employers in the Skills for Growth data, particularly for those with cybersecurity, cloud computing and HTML skills. The number of online job adverts declined by 12% in 2022, predominantly due to the fall in postings for systems analysts which alone accounted for nearly half the total decline in ICT job postings in 2022.

Despite falling employment numbers, strong demand remains evident across the indicators in key areas such as network/cloud and security engineering. The move to remote working since the onset of the pandemic, along with the war in Ukraine, have increased the prevalence of cybersecurity threats39 with demand for these skills likely to persist. The fall in online vacancy advertisements indicates a slowing in demand but shortages remain, at least in the short-term.

• Marketing Institute of Ireland (MII)

  • Marketing House, South County Business Park, Leopardstown, Dublin 18
  • (01) 295 2355
  • [email protected]
  • Click Here

• Irish Computer Society

  • Click Here

• COMREG Communcations regulator

  • 018049600
  • [email protected]
  • Click Here