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Getting a Social Media Job For Dummies PDF

387 Pages·2015·28.071 MB·English
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www.it-ebooks.info www.it-ebooks.info Getting a Social Media Job by Brooks Briz and David Rose www.it-ebooks.info Getting a Social Media Job For Dummies® Published by: John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030‐5774, www.wiley.com Copyright © 2015 by John Wiley & Sons, Inc., Hoboken, New Jersey Published simultaneously in Canada No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning or o therwise, except as permit- ted under Sections 107 or 108 of the 1976 United States Copyright Act, without the prior written permission of the Publisher. Requests to the Publisher for p ermission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at http://www.wiley.com/go/permissions. Trademarks: Wiley, For Dummies, the Dummies Man logo, Dummies.com, Making Everything Easier, and related trade dress are trademarks or registered trademarks of John Wiley & Sons, Inc. and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book. LIMIT OF LIABILITY/DISCLAIMER OF WARRANTY: THE PUBLISHER AND THE AUTHOR MAKE NO REPRESENTATIONS OR WARRANTIES WITH RESPECT TO THE ACCURACY OR COMPLETENESS OF THE CONTENTS OF THIS WORK AND SPECIFICALLY DISCLAIM ALL WARRANTIES, INCLUDING WITHOUT LIMITATION WARRANTIES OF FITNESS FOR A PARTICULAR PURPOSE. NO WARRANTY MAY BE CREATED OR EXTENDED BY SALES OR PROMOTIONAL MATERIALS. THE ADVICE AND STRATEGIES CONTAINED HEREIN MAY NOT BE SUITABLE FOR EVERY SITUATION. THIS WORK IS SOLD WITH THE UNDERSTANDING THAT THE PUBLISHER IS NOT ENGAGED IN RENDERING LEGAL, ACCOUNTING, OR OTHER PROFESSIONAL SERVICES. IF PROFESSIONAL ASSISTANCE IS REQUIRED, THE SERVICES OF A COMPETENT PROFESSIONAL PERSON SHOULD BE SOUGHT. NEITHER THE PUBLISHER NOR THE AUTHOR SHALL BE LIABLE FOR DAMAGES ARISING HEREFROM. THE FACT THAT AN ORGANIZATION OR WEBSITE IS REFERRED TO IN THIS WORK AS A CITATION AND/OR A POTENTIAL SOURCE OF FURTHER INFORMATION DOES NOT MEAN THAT THE AUTHOR OR THE PUBLISHER ENDORSES THE INFORMATION THE ORGANIZATION OR WEBSITE MAY PROVIDE OR RECOMMENDATIONS IT MAY MAKE. FURTHER, READERS SHOULD BE AWARE THAT INTERNET WEBSITES LISTED IN THIS WORK MAY HAVE CHANGED OR DISAPPEARED BETWEEN WHEN THIS WORK WAS WRITTEN AND WHEN IT IS READ. For general information on our other products and services, please contact our Customer Care Department within the U.S. at 877‐762‐2974, outside the U.S. at 317‐572‐3993, or fax 317‐572‐4002. For technical support, please visit www.wiley.com/techsupport. Wiley publishes in a variety of print and electronic formats and by print‐on‐demand. Some material included with standard print versions of this book may not be included in e‐books or in print‐on‐demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com. Library of Congress Control Number: 2014957116 ISBN 978‐1‐119‐00266‐6 (pbk); ISBN 978‐1‐119‐00271‐0 (ebk); ISBN 978‐1‐119‐00278‐9 (ebk) Manufactured in the United States of America 10 9 8 7 6 5 4 3 2 1 www.it-ebooks.info Table of Contents Introduction ................................................................. 1 About This Book ..............................................................................................1 Foolish Assumptions .......................................................................................2 Icons Used in This Book .................................................................................3 Beyond the Book .............................................................................................3 Where to Go from Here ...................................................................................3 Part I: So You Want to Work in Social Media .................. 5 Chapter 1: The Big Picture of Social Media Jobs . . . . . . . . . . . . . . . . . . 7 Defining Social Media ......................................................................................7 Separating social media from traditional media ..............................10 Assimilating to the world of social media ........................................10 Demonstrating the Value of Social Media ..................................................12 Soft benefits ..........................................................................................12 Hard benefits ........................................................................................13 Finding an In ...................................................................................................14 Internal and external jobs ...................................................................14 Going where the jobs are ....................................................................14 Knowing Who Does the Hiring .....................................................................15 Being a consultant or an employee ...................................................15 Public and private organizations .......................................................17 Chapter 2: Seeing Yourself in a Social Media Job . . . . . . . . . . . . . . . . 21 Preparing to Prove Your Worth ...................................................................21 Checking Your Daily To‐Do List ...................................................................23 Trading Off Between Bigger and Smaller Entities ......................................24 Jobs Coming from All Sides ..........................................................................25 Eyeing the Trends ..........................................................................................27 Understanding the Social Media Department ............................................28 Winning friends and influencing departments .................................28 Using social media in unexpected ways ...........................................29 Measuring Your Results ................................................................................30 Setting up expectations .......................................................................30 Meeting expectations ..........................................................................31 www.it-ebooks.info iv Getting a Social Media Job For Dummies Chapter 3: Key Social Media Concepts You Should Know . . . . . . . . . . 33 Knowing Your Value ......................................................................................34 Ensuring Success with Social Media ...........................................................35 Respecting the platforms that you play on ......................................35 Speaking natively to your audience...................................................36 Domo arigato: Automating authentically ..........................................36 Reaching Beyond Social Media ....................................................................37 Defining Your Social Media Talents ............................................................39 Establishing your voice .......................................................................39 Refining your unique selling proposition (USP) ..............................40 Creating Remarkable Content ......................................................................42 Promoting your work ..........................................................................43 Volunteering with influencers ............................................................45 Part II: Getting Your Social Media Education ................ 47 Chapter 4: Roles in Social Media Revealed . . . . . . . . . . . . . . . . . . . . . . 49 Honing Your Skills .........................................................................................49 Copywriting ..........................................................................................50 Graphic design .....................................................................................51 Information technology .......................................................................53 Marketing and sales strategy .............................................................55 Knowing Your Type (or Someone Else’s) ...................................................56 Community manager ...........................................................................56 Graphical social media jobs ...............................................................58 Technical social media jobs ...............................................................59 Social media strategist ........................................................................61 Chapter 5: Foundations of Social Media Education . . . . . . . . . . . . . . . . 63 Surfing the Learning Curve ...........................................................................63 Investigating Certification Programs ..........................................................65 Hootsuite University ............................................................................67 National Institute for Social Media (NISM) .......................................68 Getting a Degree ............................................................................................70 Going Online for Education ..........................................................................71 Attending and Participating in Conferences .............................................73 Saving up to go .....................................................................................74 Prominent conferences .......................................................................75 Getting properly prepared ..................................................................77 Asking great questions to stand out ..................................................78 Hashtagging and live chats .................................................................78 Bushwhacking Your Own Path ....................................................................79 Educating yourself ...............................................................................80 Asking your friends ..............................................................................81 www.it-ebooks.info v Table of Contents Chapter 6: Making Your Own Way . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 83 Reflecting and Adjusting Your Sails ............................................................83 Taking stock .........................................................................................84 Contemplating your successes ..........................................................85 Absorbing failures................................................................................86 Knowing your strengths, weaknesses, and happiness....................87 Exercising your weaknesses ...............................................................87 Matching passions and values ...........................................................89 Establishing your own social media systems...................................89 Chapter 7: Knowing Your Social Media Tools . . . . . . . . . . . . . . . . . . . . 91 Strapping On Your Tool Belt ........................................................................91 Aggregating information .....................................................................92 Automating natively ............................................................................93 Monitoring the social media landscape ............................................95 Measuring results ................................................................................96 Digging In to Your Tools ...............................................................................98 Choosing an angle ................................................................................98 Improving your content quality .........................................................99 Tapping into the Big Five and Further ......................................................101 Maximizing: LinkedIn .........................................................................101 Maximizing: Twitter ...........................................................................102 Maximizing: YouTube ........................................................................102 Maximizing: Google+ ..........................................................................103 Maximizing: Quora .............................................................................104 Blogging ...............................................................................................104 Part III: Finding Your Fit with the Right Organization .............................................. 105 Chapter 8: Life as a Social Media Consultant . . . . . . . . . . . . . . . . . . . . 107 Seeking Out Social Media Consulting Opportunities ..............................108 Knowing what you offer ....................................................................108 Defining your ideal clients ................................................................109 Offering Your Services to Local Consultants ...........................................110 Searching for established professionals .........................................110 Pitching what you bring to the table ...............................................111 Deciding how to get in touch ...........................................................112 Presenting your offer with confidence ............................................113 Negotiating your contract .................................................................113 Closing the consulting sale ...............................................................114 Looking at a Typical Day ............................................................................117 Typical workload ...............................................................................117 Delivering daily critical activities ....................................................118 Documenting your results ................................................................118 www.it-ebooks.info vi Getting a Social Media Job For Dummies Clearing a Career Path: Consultant to Executive .....................................119 Establishing a clear‐cut plan ............................................................119 Asking for what you want .................................................................120 Defining your value ............................................................................120 Pros and Cons of Being a Consultant ........................................................121 Pros ......................................................................................................122 Cons .....................................................................................................125 Chapter 9: Working as an In‐House Social Media Specialist . . . . . . 127 Typical Social Media Team Roles ..............................................................128 Social media manager .......................................................................128 Social media strategist ......................................................................128 Community manager .........................................................................128 Copywriter ..........................................................................................129 Graphic designer ................................................................................129 Programmer/web developer ............................................................130 Knowing Your Role’s Expectations ...........................................................130 Getting Assigned Projects ..........................................................................131 Being Part of a Business Unit .....................................................................133 Communicating Across Business Silos .....................................................134 Delivering Results ........................................................................................135 Chapter 10: Living on the Edge with a Start‐Up . . . . . . . . . . . . . . . . . . 137 Knowing Whether You Have What It Takes .............................................137 Start‐Ups with Social Media in Their DNA ................................................138 Crowdfunding companies .................................................................139 E‐commerce ........................................................................................140 Software and SAAS .............................................................................140 Social media management firms ......................................................141 Marketing and advertising agencies ................................................141 Bootstrapping a Social Media Team .........................................................142 Clearly defining social media roles ..................................................142 Wearing multiple hats .......................................................................143 Doing whatever it takes.....................................................................144 Focusing on direct response deliverables ......................................144 Pros and Cons to Start‐Up Life ...................................................................146 Pros ......................................................................................................147 Cons .....................................................................................................149 Chapter 11: Starting Your Own Social Media Company . . . . . . . . . . . 153 Giving You a Heads Up ................................................................................153 Establishing Your Offering .........................................................................154 Defining your scope of work .............................................................154 Designing your ideal workday ..........................................................156 Envisioning your ideal client ............................................................156 www.it-ebooks.info vii Table of Contents Making It Clear How You’ll Compete: Your USP ......................................157 Handling Legal Matters ...............................................................................157 LegalZoom ..........................................................................................158 SBA.gov ...............................................................................................158 Banking .........................................................................................................159 Small business account .....................................................................159 Minimum standards ...........................................................................160 Accounting Best Practices ..........................................................................160 Wave ....................................................................................................161 QuickBooks .........................................................................................161 Local sources .....................................................................................162 Graphic Design .............................................................................................162 Fiverr ...................................................................................................163 99designs ............................................................................................164 oDesk ...................................................................................................164 Developing Your Company’s Website .......................................................165 Buying a URL ......................................................................................165 Strikingly .............................................................................................166 WordPress ..........................................................................................167 Client Acquisition ........................................................................................167 Part IV: Becoming a Top Social Media Pro .................. 169 Chapter 12: Building Your Network and Your Brand . . . . . . . . . . . . . . 171 Have We Met? ...............................................................................................172 Networking Effectively ................................................................................172 Using the Big Five to Your Best Advantage ..............................................175 Focusing on Facebook .......................................................................176 Creating conversation on Twitter ....................................................180 Creating art on Instagram .................................................................183 Crafting a professional LinkedIn presence .....................................187 Riding the Google+ momentum ........................................................193 Contacting People You Know .....................................................................195 Making a spreadsheet .......................................................................195 Getting in touch..................................................................................197 Being disciplined during unemployment ........................................198 Going with the Pros .....................................................................................200 Meeting Face to Face ...................................................................................201 Tweetups.............................................................................................202 Meetups ...............................................................................................203 Tapping Into Groups and Associations ....................................................204 Keeping Tabs ................................................................................................206 Trolling your networks......................................................................206 Who’s worth following ......................................................................208 Building a Professional Brand Presence ...................................................210 www.it-ebooks.info viii Getting a Social Media Job For Dummies Building Your Personal Brand ...................................................................210 Designing your personal brand ........................................................211 Assembling the elements ..................................................................212 Pushing information ..........................................................................213 Pulling information ............................................................................213 Participating .......................................................................................216 Contributing .......................................................................................216 Chapter 13: Creating a Winning Résumé . . . . . . . . . . . . . . . . . . . . . . . . 217 Knowing the Basics .....................................................................................217 Defining Résumé Types ...............................................................................218 Traditional formats ............................................................................218 Producing portfolios, videos, and infographics .............................219 Spotting Résumé Content and Layout ......................................................224 Killing the objective ...........................................................................224 Summarizing qualifications ..............................................................224 Highlighting accomplishments with data .......................................225 Focusing on specialized skills and training ....................................226 Crafting the Perfect Cover Letter ..............................................................227 Defining the types of cover letters ..................................................227 Components of the perfect cover letter..........................................228 Valuing Professional Recruiters ................................................................229 Corporate recruiters .........................................................................229 Third‐party recruiters .......................................................................230 Chapter 14: Preparing to Nail Your Interview . . . . . . . . . . . . . . . . . . . . 231 Using the 7‐3‐1 Principle .............................................................................231 Learning About Culture ..............................................................................232 Exploring the heart of an organization ...........................................232 Locating mission and values ............................................................233 Validating perception: Blogs ............................................................234 Validating perception: Testimonials ...............................................234 Validating perception: Glassdoor and Career Bliss.......................235 Validating perception: Company websites .....................................236 Taking on Applicant Relationship Systems (ARS) ...................................238 Finding multiple positions ................................................................238 Thinking like the system does ..........................................................239 Realizing every company does it differently ..................................240 Preparing for an Assessment .....................................................................240 Valuing Types of Interviews .......................................................................241 Managing the phone interview .........................................................241 Embracing the video interview ........................................................242 Performing during the live interview ..............................................243 Accepting the importance of the panel interview .........................243 Mastering Interview Basics ........................................................................243 www.it-ebooks.info

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