Virtually no research exists about the career path of social media managers, despite the importance of this position. Recently, The Institute for Public Relations, Ragan Communications and the University of Florida released a report based on a survey of 450 social media managers to learn about their career path, job skills, work-life fit, performance metrics and structure/budget of their function.
Key findings include:
• their primary role is to create content (41%) and strategize (27%).
• at least two-thirds are involved in social media strategy (76%) and department/function strategy (68%).
• 70% want to be promoted, but only 40% said that was possible.
– Tina McCorkindale, President and CEO, Institute for Public Relations