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Job outlook for social media associates in the United States
Social media associate job growth summary. After extensive research, interviews, and analysis, Zippia's data science team found that:
The projected social media associate job growth rate is 8% from 2018-2028.
About 22,300 new jobs for social media associates are projected over the next decade.
Social media associate salaries have increased 8% for social media associates in the last 5 years.
There are over 47,828 social media associates currently employed in the United States.
There are 41,939 active social media associate job openings in the US.
The average social media associate salary is $50,661.
Are social media associate jobs in demand?
Social media associate job and salary trends over time
Social media associate jobs over time
Social media associate job growth rate over time
| Year | # of jobs | % of population |
|---|---|---|
| 2021 | 47,828 | 0.01% |
| 2020 | 47,779 | 0.01% |
| 2019 | 47,642 | 0.01% |
| 2018 | 46,090 | 0.01% |
| 2017 | 44,637 | 0.01% |
Average social media associate salary over time
Social media associate salary by year
| Year | Avg. salary | Hourly rate | % Change |
|---|---|---|---|
| 2025 | $50,661 | $24.36 | +2.7% |
| 2024 | $49,322 | $23.71 | +1.9% |
| 2023 | $48,394 | $23.27 | +1.2% |
| 2022 | $47,830 | $22.99 | +2.2% |
| 2021 | $46,797 | $22.50 | +2.2% |
Social media associate jobs by state
Most common states for social media associates
| Rank | State | Population | # of jobs | Employment/ 1000ppl |
|---|---|---|---|---|
| 1 | District of Columbia | 693,972 | 192 | 28% |
| 2 | Vermont | 623,657 | 123 | 20% |
| 3 | Delaware | 961,939 | 173 | 18% |
| 4 | Maine | 1,335,907 | 211 | 16% |
| 5 | Wyoming | 579,315 | 93 | 16% |
| 6 | Massachusetts | 6,859,819 | 1,039 | 15% |
| 7 | South Dakota | 869,666 | 127 | 15% |
| 8 | North Dakota | 755,393 | 110 | 15% |
| 9 | New Hampshire | 1,342,795 | 193 | 14% |
| 10 | Montana | 1,050,493 | 144 | 14% |
| 11 | Idaho | 1,716,943 | 224 | 13% |
| 12 | Rhode Island | 1,059,639 | 143 | 13% |
| 13 | Alaska | 739,795 | 95 | 13% |
| 14 | Utah | 3,101,833 | 362 | 12% |
| 15 | Maryland | 6,052,177 | 689 | 11% |
| 16 | Nebraska | 1,920,076 | 211 | 11% |
| 17 | Washington | 7,405,743 | 744 | 10% |
| 18 | Colorado | 5,607,154 | 507 | 9% |
| 19 | Oregon | 4,142,776 | 385 | 9% |
| 20 | Connecticut | 3,588,184 | 314 | 9% |
Most common cities for social media associates
| Rank | City | # of jobs | Employment/ 1000ppl | Avg. salary |
|---|---|---|---|---|
| 1 | Dayton | 1 | 1% | $54,205 |
| 2 | Washington | 1 | 0% | $68,194 |
Social Media Associate job outlook: Expert opinions
Our panel of social media associate experts
Cabrini University
Maryville University of Saint Louis
Huntington University
University of North Texas
Seattle University
Oklahoma City University
Rowan University
Northwestern University
Dominican University of California
University of the District of Columbia
Marian University
Adelphi University
University of Minnesota
Davis & Elkins College
Fort Hays State University
Elizabethtown College
Carson-Newman University
University of Northern Colorado
American University
Professor Cheryl Pilchik
Marketing at Cabrini U.Cabrini University
Business Administration, Management And Operations
What general advice would you give to a Social Media Associate?
Professor Cheryl Pilchik: Dress to impress for interviews. Consider the benefits offered by the company, not just the compensation. Use the position as a steppingstone in your field to a second job in the future.
What Social Media Associate skills would you recommend for someone trying to advance their career?
Professor Cheryl Pilchik: Look at all the benefits offered by the company, such as medical, holidays, 401K, etc. Also, consider using the position as a steppingstone in your field to a second job in the near future.
What will help Social Media Associates increase their earning potential?
Professor Cheryl Pilchik: Within Marketing, social media is still huge. There are many types of jobs within social media, including being an expert social media guru at an ad agency. I advise all students to be prepared and sign up for online courses if needed.
What general advice would you give to a Social Media Associate?
Kara Alaimo PhD: The communication landscape is always changing. The social media platforms that are popular right now may not even exist by the time my students graduate, and of course they're always changing their algorithms and the kinds of content they prioritize, so professional communicators can never get too comfortable in their work. Therefore, one of the most important skills to acquire is how to stay on top of all these changes, keep learning how different platforms work, and come up with creative ideas to use on them.
What Social Media Associate skills would you recommend for someone trying to advance their career?
Kara Alaimo PhD: A lot of my former communication students who are commanding the highest salaries are working in social media management. This is because often senior communication executives who have been working in the field for decades feel like they don't know how TikTok and emerging platforms work and think people who grew up as digital natives hold the secrets of the universe, so they empower them at earlier stages in their careers to run organizations' social channels. It's not uncommon for me to see a former student who manages social media accounts on behalf of an organization get multiple promotions and raises within their first few years of graduation.
What will help Social Media Associates increase their earning potential?
Kara Alaimo PhD: I strongly recommend that students consider jobs managing social media accounts on behalf of people and organizations. There's a lot of demand among employers to hire people for these positions right now, and a lot of my students are thrilled to discover that they can make a good living creating social media content - which many of them consider to be more like fun than work. This is why at Fairleigh Dickinson University we just created new academic programs in social media to give students the skills and credentials to go after these kinds of exciting jobs with significant labor market demand that often have particularly attractive starting salaries.
Dr. Leilani Carver-Madalon Ph.D.
Director of Graduate and Undergraduate Communication and Associate Professor of Strategic Communication and LeadershipMaryville University of Saint Louis
Public Relations, Advertising, And Applied Communication
What general advice would you give to a Social Media Associate?
Dr. Leilani Carver-Madalon Ph.D.: People hire people who they know, like, and are competent. So, how do you become known, liked, and competent? Beyond college, some unexpected ways to a successful career are 1) Internships 2) Informational Interviews, and 3) earning certifications.
Internships: Getting an internship is not a new idea but it is a very important one. Some organizations now only hire people who intern for them first. The internship now becomes a trial before hire. For example, Fleishman Hillard, ranked the fourth best PR agency in the World, offers many full-time Internships, 40 hours a week. Recent grads who want to work for Fleishman Hillard should see getting an Internship as the best avenue towards getting a job at Fleishman Hillard. Many organizations use their internship pools as potential hiring pools so do not be afraid to do a paid internship after graduation for a premier organization.
Informational Interviews: This is a wonderful way for people within an organization to get to know you and for you to learn from others with experience. Informational interviews are short interviews where you connect with someone in our field, research them, and their company and prepare questions to ask for advice. These interviews expand your network and also help you learn. These are a wonder source of networking.
Earn Certifications: Besides going to class and doing well, it is also important to be able to show what you know through certifications. For example, Hubspot has free certifications that you can take and link to your LinkedIn account. One I recommend is their Social Media Marketing Certification at https://academy.hubspot.com/courses/social-media?library=true&= This is yet another way to show your knowledge and expertise in our field. Showing through certifications is always preferable to telling someone you have the skillset.
What Social Media Associate skills would you recommend for someone trying to advance their career?
Dr. Leilani Carver-Madalon Ph.D.: Many of my students get hired to do social media for organizations because organizations need help in this area. Knowing how to create engaging and creative content, produce quality videos, manage and understand data analytics, and respond to crises are some of the most important skills. Additionally, utilizing AI to do more with less will also become more and more important.
What will help Social Media Associates increase their earning potential?
Dr. Leilani Carver-Madalon Ph.D.: The first thing is to do your research so that you know the market and what the salary range is for your job in your city. This article has a list of free salary calculators.
Then, you wait until an offer is made. Once an offer is made you can negotiate (but never before).
Then, you ask politely. The amount is usually around 5- 10% of the salary. I encourage you to ask for 10% because they will likely try to meet you in the middle.
For a script, you could say something like...
Thank you so much for this offer. I am very excited to work at Company X. I know my internship experiences and degree from X University will help me be able to bring value to this organization.
Regarding salary, I was looking for something closer to $_________. Is this possible?
(Then be quiet).
It is beneficial to ask. The worst thing they can say is no. Also realize that you can negotiate vacation days, working from home, a 4-day work week, and other benefits that may be important to you if they cannot offer you more money. Once when I worked for a non-profit, I maxed out their salary but I negotiated another week of paid vacation because I asked. Asking after research and with respect is always a win.
Brock Zehr
Associate Professor of Business & Economics and MBA DirectorHuntington University
Religion/Religious Studies
What general advice would you give to a Social Media Associate?
Brock Zehr: Social media content development, data analytics, and quality video content generation will all be in greater demand. Employers tell me that the "soft skills" of being a team player, excellent communication skills, integrity, and a strong work ethic are still valued skills.
What Social Media Associate skills would you recommend for someone trying to advance their career?
Brock Zehr: Do your homework. Research salaries for the position, geographic location, and your experience level on sites like salary.com and zippia.com to determine the salary range for the position. Know the numbers. Let the employer provide the first salary number and decide how much to negotiate from there. Also, look at the entire compensation package and not the salary alone. Benefit packages vary and can encompass and large portion of compensation.
What will help Social Media Associates increase their earning potential?
Brock Zehr: Become a solution to an employer's problem. During the application and interview process, identify the needs of the employer and propose ways you can fulfill those needs. Every job, person, project, and client can lead to greater opportunities. So even if your first job is not ideal; do it well because it can be the impetus to propel your career forward. A positive, can-do attitude and quality work can take you wherever you want to go.
Brittany McElroy
Senior LecturerUniversity of North Texas
Mayborn School of Journalism
What soft skills should all Social Media Associates possess?
Brittany McElroy: As far as soft skills go, they are the same skills they've always been- good networking and communication skills. Understand that while a lot can get done in a digital space, a face-to-face connection (even if that is on zoom) can go a lot farther than an email. Some of our recent grads hate having to pick up the phone and make an actual call. They are much more comfortable with text or email, but they need to push themselves out of their comfort zone to connect with people. While I think younger generations have a lot of new skills and perspectives that can be so valuable to potential employers, those old-fashioned networking skills still go a long way.
What skills stand out on Social Media Associate resumes?
Dr. Jiangmeng Helen Liu Ph.D.: When evaluating a resume for an entry-level public relations (PR) position, such as account coordinator, the first thing an agency looks at is writing ability, including an ability to organize information. This tells you the recent graduate's key strategic communication skills are in place. Next would be relevant PR experience (e.g., school projects, internships, volunteering), especially experience with real-world projects. How the graduate describes their experience is another strong demonstration of their essential PR skills (e.g., writing skill, research skill, creativity, leadership, etc.) This is much more persuasive than simply listing a few words under the "Skills" section of their resumes.
While real-world experience is highly important, what most stands out is an ability to identify and effectively communicate specific outcomes from experience. If the candidate can attach some quantifiable measurements to their accomplishments, that would stand out even more. Most college graduates are good at listing their experiences; the few that take the extra step to cite accomplishments go immediately to the top of the list.
What hard/technical skills are most important for Social Media Associates?
Dr. Jiangmeng Helen Liu Ph.D.: Communication skills (verbal and written, especially written) are the critical baseline for a successful career in PR. PR is still about communication and content, even in an era of digital media, memes, and emojis.
Social media management ability is also critical, particularly for entry-level PR positions. Most employers recognize Millennials and, even more, Gen Z are true social media natives and rely on younger, junior staff to navigate their social media accounts. It would be particularly impressive if applicants demonstrate their ability to understand and use Google Analytics, social media analytical tools, media aggregators, and monitoring tools.
An ability with media relations, both digital and traditional, is another critical skill simply because most PR clients demand it. As a result, PR agencies prioritize applicant resumes that showcase experience and accomplishment in successfully generating earned media for their clients and organizations. For this reason, internships that provide an opportunity for students to demonstrate their ability with media relations are highly valuable.
Measurement and research skills are vital as well, although many students might neglect them. As a result, knowledge of basic statistics could set a candidate apart from many other PR majors. It is also necessary that students know how to conduct primary research (both qualitative and quantitative) and interpret the results for the clients.
Beth Adele Ph.D.
Director of the Mass Communications Department, Director of Marketing at Lyric TheatreOklahoma City University
Mass Communications Department
What skills stand out on Social Media Associate resumes?
Beth Adele Ph.D.: Resumes that go above and beyond the required academic coursework for a degree get a second look. Internship/externship experience is almost a must to prove demonstrated skills in addition to learning. The pandemic has enhanced the need for virtual communication skills (virtual meeting and social media management). Without being able to hold face-to-face events and conferences, understanding and using online platforms is important. Online security and privacy setting knowledge are also valued.
What hard/technical skills are most important for Social Media Associates?
Beth Adele Ph.D.: Back to what I mentioned earlier, virtual communication applications, social media, smartphone functions, digital video streaming, and video editing have all been found on recent public relations job postings.
Julia Richmond Ph.D.
Assistant ProfessorRowan University
Public Relations and Advertising
What skills stand out on Social Media Associate resumes?
Julia Richmond Ph.D.: Public Relations (PR) is strategic communication that builds, maintains, and repairs relations between organizations and their publics. Individuals who wish to succeed in PR roles should focus on developing communication competencies, improving time management skills, and fostering flexibility in their professional pursuits. As the industry continues to change due to the COVID-19 global pandemic, job seekers need to prove that they can produce clear, timely, and relevant work while demonstrating their ability to build relationships virtually as well as in person.
Successful practitioners in PR must be expert communicators with the capability to develop relationships with their constituents. It is not enough for candidates to speak well and write proficiently; they must also build meaningful connections. Further, PR professionals must adopt a writing style that reflects the needs of a diverse and global audience through inclusive and equitable means. PR professionals must communicate via numerous social media platforms such as Instagram, Twitter, and Facebook, along with integrating virtual communication modalities such as video conferencing, voice-over communication, and instant messaging. These communication skills have become increasingly important for cultivating relations during the COVID-19 pandemic.
Time management is also a key skillset when considering a job in PR. In the context of PR campaigns, projects can be large, detailed, and fast-paced. Professionals utilize time management skills to forecast the scope of a project, manage the expectations of clients, and maintain schedules of benchmark data collection. In the context of day-to-day work, contemporary professionals can work from home, which might lead to procrastination and time-wasting. Time management skills help professionals stay on task and succeed during the day. With the increased erosion of the 9-5 workday, PR practitioners must set and maintain their own time boundaries and goals.
Finally, flexibility is an important skill set for public relations practitioners. When communicating on behalf of the organization, professionals must be open to the unique needs of various publics. When designing a public relations strategy, PR personnel cannot merely rely on past campaigns without considering the dynamics of the current case. In an ever-changing media environment, practitioners must exhibit flexibility in their approach to communication. The best practices in PR are constantly changing, and therefore the best practitioners in PR must be willing and able to change too.
The greatest part of preparing for a career in PR is that candidates can begin working on their career skills today. Job seekers can develop their verbal and written communication skills by writing and speaking to other professionals. Future practitioners can improve time management strategies by using planners, utilizing digital appointment applications, and working consistently to form positive scheduling habits. Moreover, job seekers can read campaigns and case studies by consulting professional organizations like The Arthur Page Society and The Public Relations Student Society of America.
Clarke Caywood
Professor (founder group of IMC and PR in Medill) Joint Doctorate in Business and Journalism - Univ. Wis. MadisonNorthwestern University
Integrated Marketing Communications in Medill School of Journalism, Media and IMC
What hard/technical skills are most important for Social Media Associates?
Clarke Caywood: Specific to StratComm and PR that will be used, monitoring and strengthening textual, verbal, and visual commercial database systems linked to the financial market, competitors, and key stakeholders. Experience in "reaching" for data at meetings to contribute at a higher level.
Bradley Van Alstyne Ph.D.
Assistant Professor of Communications, Coordinator, Online Learning and Development, Chair of the Communications and Media Studies DepartmentDominican University of California
Communication and Media Studies
What skills stand out on Social Media Associate resumes?
Bradley Van Alstyne Ph.D.: Experience: internships, co-curricular and extra-curricular projects, and any jobs held while in college. Those jobs may not be directly related to a media coordinator job description but could have other benefits like the team environment at a restaurant.
What soft skills should all Social Media Associates possess?
Bradley Van Alstyne Ph.D.: Working well with others, time management, and the ability to teach and supervise others.
What hard/technical skills are most important for Social Media Associates?
Bradley Van Alstyne Ph.D.: Video (shooting and editing), audio applications that allow you to produce and edit sound, and social media literacy.
What skills will help Social Media Associates earn the most?
Bradley Van Alstyne Ph.D.: The hard skills (audio and video) usually get you the job, but the soft skills allow you to keep it and grow!
Dr. Yolandra Plummer Ph.D.
Associate ProfessorUniversity of the District of Columbia
Department of Management
What skills stand out on Social Media Associate resumes?
Dr. Yolandra Plummer Ph.D.: Key skills that stand out on Public Relations Coordinator resumes include strong verbal and written communication skills, ability to market and promote via social media content, attention to detail, superior presentation skills in person and via Microsoft Teams, Webex, and/or Zoom. Additional skills include excellent customer service and interpersonal skills.
The Rev. Dr. George LaMaster
Associate ProfessorMarian University
What skills stand out on Social Media Associate resumes?
The Rev. Dr. George LaMaster: One entry-level position in communication is not like all the others. I recommend that job candidates start with the expectations in the job advertisement. Study them. Then, tailor the resume to highlight how your experiences match their expectations. Lists of "skills" mean very little unless they're substantiated with education or work experience.
What soft skills should all Social Media Associates possess?
The Rev. Dr. George LaMaster: I prefer "leadership skills" to "soft skills." One of the most common answers here is "communication skills," which can mean many different things. Often, whether they know it or not, the most critical leadership skill is emotional intelligence: an awareness of self and others. Related skills include listening and conflict transformation.
Will there be an enduring impact of the coronavirus pandemic on Social Media Associates?
Mark Grabowski: I'm not going to sugarcoat it: The pandemic could permanently setback the college students who graduated during it. Timing is very important in the job market. Research shows that college graduates who start their working lives during a recession really struggle for many years afterward. So, if you're graduating now, you really need to hustle to succeed.
What's a good job out of college for Social Media Associates?
Mark Grabowski: A good job would be one where you're happy, able to grow professionally and make enough money to get by. Your first job is probably not going to be your dream job. It may not pay great. And there will be boring days, bad days and perhaps all-nighters. But, because you're spending so much time working, you should try to find something you enjoy doing. You want to avoid taking on credit card debt or medical debt, so you may need to turn down opportunities that only provide "experience" or "exposure" over an actual salary and benefits. That said, it's hard to find an entry-level job that is both fun and pays a decent wage. So, you're going to have to strike a balance between doing what you love for peanuts versus making money but being miserable. Finally, you want to work at a place that will enable you to advance in your career or at least acquire skills that will help you in life. Otherwise, you're just wasting your time. And your first few years after college are prime years, so use them wisely.
What will help Social Media Associates increase their earning potential?
Mark Grabowski: In media, it's important to have multimedia skills, so that you can be an effective and compelling digital storyteller. You should know how to record sound, how to shoot video, how to edit sound and video, how to write using search engine optimization, how to create a webpage, etc. That said, being able to write and speak well remain the most important skills - and so few young people do that well because they've been isolated this past year and they primarily communicate through texting.
Will there be an enduring impact of the coronavirus pandemic on Social Media Associates?
Zhirong Zhao Ph.D.: I am the Director of Master of Public Policy Program (MPP). MPP is a professional graduate degree. The Covid condition has interrupted student internships and make it harder for students to navigate the job market in the traditional way, but I expect the market remains good for our students, who are mainly getting into public, nonprofit, or educational institutions.
What's a good job out of college for Social Media Associates?
Zhirong Zhao Ph.D.: Many of our students aim for a career in public or nonprofit organizations to address issues of social inequality and power imbalance. These are great jobs that align well with the skill sets of our students and their future career goals.
What will help Social Media Associates increase their earning potential?
Zhirong Zhao Ph.D.: People in a public or nonprofit career aims not only for the growth of personal earning potential, but also the opportunity to make positive changes to the society.
Bridget Esterhuizen
Theatre Department Head, Assistant Professor of TheatreDavis & Elkins College
Theatre Department
Will there be an enduring impact of the coronavirus pandemic on Social Media Associates?
Bridget Esterhuizen: I don't think anyone knows the answer to this question. In the Theatre industry, we are doing our best to attend to "the moment," I think--which is what we try to do in our work, too. Right now, we have been given a gift that theatre artists rarely have time to reflect and prioritize. This is a time for us to look at addressing social change (such as responding to the "We See You White American Theatre" statement. This is also a time for taking action to nurture the arts in a financial way. I think MANY people in our industry would say this is a time similar to the Great Depression when programming to support the arts through government funding is essential for the survival of our arts, artists and our society. The impact on graduates will unfold in 'real time'. Graduates will face a need to be more adaptable than ever as they look for work alongside a call for making meaningful work. But, they also have an advantage right now because this is a major social event that is underway--which is a great prompt for creative work. We need art and stories more than ever right now in order to get through this together.
What's a good job out of college for Social Media Associates?
Bridget Esterhuizen: Even in a pre-COVID world, a good job is tricky to find right out of college. Graduates rely on the connections they've made during their time in college and the people in their circle of connection. Right now, there are work-from-home and online opportunities--which is exciting new territory that might strengthen family bonds and will create new avenues of work--that's something to take advantage of.
What will help Social Media Associates increase their earning potential?
Bridget Esterhuizen: Flexibility. Versatility. Creativity. Luckily, these are things we are well trained for. BUT, it's very hard to make art when you are trying to survive, which is why I'll circle back to calling on our government to think a bit like Roosevelt's administration did and put funding into governmental arts projects and initiatives.
What are the biggest trends we'll see in the Social Media Associate job market given the pandemic?
Hsin-Yen Yang Ph.D.: The PR industry will look for talents who can identify credible information sources, truthfully report it to the stakeholders, and respond quickly to a crisis such as the current pandemic we are in.
The ability of using digital media to communicate and host online events effectively will become more and more important even in the post-pandemic era. For example, many events and conferences were moved to online platforms due to the pandemic in the past year and this trend is not going away anytime soon. Even when it's safe to hold face-to-face events, the demand for a safer and more affordable online option will remain significant.
What certifications/licenses/courses can have the biggest impact for Social Media Associates?
Hsin-Yen Yang Ph.D.: Because of the trends we see in the job market, it would be wise for the students to take crisis communication and social media management courses before they graduate.
Earn certificates or at least take online courses (some of them are free) from Google analytics and social media management sites such as the Hootsuite academy.
How have salaries changed over time for Social Media Associates?
Hsin-Yen Yang Ph.D.: I do want to encourage students or newcomers in the field of public relations or strategic communication to build up their resumes in order to stand out in the job market.)
Even if you are graduating this year, check into the internships and scholarships that would accept May 2021 graduates and use these opportunities to strengthen your professional experience on your resume. Sometimes, you may be able to find a long-term job through the internship!
Never stop learning. Join a professional organization to keep up to date with industry developments and the field of study. Actively network with your peers and find mentors to support your personal and professional growth.
What are the biggest trends we'll see in the Social Media Associate job market given the pandemic?
Dr. Tara Moore: Due to the pandemic, companies now have greater comfort with remote collaboration. This opens up opportunities for professionals in charge of content creation. Employers are considering remote work from the start in some cases, and this widens the field for writers looking for a job. Some writers might start out with freelancing-another largely remote option-to gain experience and to enjoy that freedom early in their career.
What technical skills for a Social Media Associate stand out to employers?
Dr. Tara Moore: A large percentage of job ads list SEO experience as a desirable trait in a candidate. Writers must understand the power of keywords. Students preparing for the workforce can sharpen their skills in a content management system like WordPress and learn to use social media scheduling apps. When I teach writing, I have been able to use the web pieces written by recent graduates to cover the expectations students will face on the job.
First jobs also often include work with maintaining style guides, so becoming familiar with that process and AP Style helps too. For a writer, audience is key. These technical skills are simply the means by which we prepare vibrant writing to reach our target audience. Ads also continue to list expectations for soft skills like being able to collaborate, communicate clearly, take initiative, and meet deadlines. Students who have participated in client-based projects or internships can demonstrate their experience in these areas.
What's a good job out of college for Social Media Associates?
Dr. Tara Moore: Recent graduates often start in content creation and social media marketing, which make for an excellent first job out of college.
Students have a chance to use the creativity they value and apply it to their client's brand language. One alumna told me that she now spends as much time finding the right ten words as she used to spend writing a whole college essay!
Writers' prospects can take many different directions after that first job. Within five to ten years, our graduates move from content creation into a wide variety of management and director positions based on their interests.
Dr. Tamara Centis
Assistant Professor of Foreign LanguagesCarson-Newman University
World Languages Department
What will help Social Media Associates increase their earning potential?
Dr. Tamara Centis: The above questions kind of answer this, but what I can add is take time to reflect on yourself, on what motivates you, challenges you, and what do you do to overcome difficulties. Be able to take these experiences at your advantage and learn about yourself. Think about what you can do to grow personally and professionally. Keep track of your accomplishments, milestones, and volunteer experiences. Explore new opportunities and learn, learn, learn! It is never too late.
Will there be an enduring impact of the coronavirus pandemic on Social Media Associates?
Dr. Tamara Centis: Yes. This pandemic changed the world, how we do things, how we think, what our priorities are...The world will continue, and people will move on, but that does not mean things are going to go back to how they were. However, I like to see the bright side and I believe that enduring impacts on graduates (and everyone else!) are not all negative. Students who work towards their degree during the pandemic can demonstrate a great level of commitment, resilience, and stamina. Those are necessary skills now more than ever.
What certifications/licenses/courses can have the biggest impact for Social Media Associates?
Dr. Tamara Centis: Travel abroad and embrace diversity! Students tend to focus on technical skills, having certifications, licenses, which are all great, but let us not forget about the soft skills! When learning about people and culture we develop a broad set of skills like communication, adaptability, motivation, teamwork, and creative thinking, just to mention a few. Mastering these skills with any certification, license or course can have a great impact on your job prospects. Get out of the comfort zone, be humble, and be willing to learn. The sky is the limit.
Thomas Endres
ProfessorUniversity of Northern Colorado
College of Humanities & Social Sciences
What will help Social Media Associates increase their earning potential?
Thomas Endres: Two words: Experience and Education. Go out of your way to learn or do something that makes you stand out from the pack. Volunteer. Land an internship. Do informational interviews with and/or shadow those who have position titles to which you aspire. Start on a graduate degree. If that's too much, earn a certificate. At least take a class. Enroll in community seminars and workshops on professional presence (especially in the virtual environment) and leadership skills. Take advantage of networking opportunities and meet people. Because many organizations are moving conferences and events online, and therefore have less overhead, they are offering sessions and "cocktail hours" for free. Attend! Finally, brace yourself. These are suggestions for a lifetime, not just a trial period.
What are the biggest trends we'll see in the Social Media Associate job market given the pandemic?
Thomas Endres: The virtual and mobile workplace is not going away. All those employers who said their job HAD to be done FROM an office DURING workday hours are now realizing none of that is true. Many jobs that moved online from home offices during both synchronous and asynchronous time slots are going to stay that way. What employers are also realizing is that many employees cannot successfully make the transition to the new market. Fatigue and burnout is real, but the Zoom meetings and blurring of workdays is going to continue. The successful employee used to be the one who could keep their shoulder to the wheel and nose to the grindstone from 9-5. Now it is the one who can master the disconnections of virtual reality without being overwhelmed.
What technical skills for a Social Media Associate stand out to employers?
Thomas Endres: Sounds simple, but the ability to present oneself in a virtual environment. I just finished a three-hour Zoom meeting. One of the individuals called in because they couldn't make the link work on their computer, so we spent three hours listening to their voice while looking at a phone icon. Another had the camera set far away and angled back so that they were cut off at the neck. Just a small head resting on the bottom of the screen and lots of white wall and ceiling above. A third person was obviously slouched down on a couch in a darkened room, so they were flattened out and fuzzy. If I was an employer, would I want to hire any of these people and have them represent my organization? Probably not. The "skilled" communicator comes across strong on screen while simultaneously not drawing attention to it. They log-in early and take care of camera and microphone issues before the session begins. They are centered on the screen, the background is appropriate and non-distracting, they have front-lighting, and their head and shoulders fill just enough of the screen so that we can see them without staring up their nostrils. Again, it sounds simple, but it is amazing (and distracting and disheartening) how many have not figured out, or don't care about, the impression they make on camera. If you make it look effortless and natural, employers will notice.
How have salaries changed over time for Social Media Associates?
Erica Bondarev Rapach: One of the biggest changes I have seen with regards to salaries in arts management and the business of entertainment is the call for employers to post vacancies with clear and transparent information about compensation. It has been a standard practice to not have job postings include the salary range. Providing this is critically important to ensure that candidates are paid fairly based on the skills and experience required and the salary that the position commands. Additionally, there has been a movement in the field to eliminate unpaid internships as they create issues of inequity, privileging those that can afford to work a job for free.
What are the biggest trends we'll see in the Social Media Associate job market given the pandemic?
Erica Bondarev Rapach: As we learn to live alongside COVID-19, I hope the biggest trend we will see in the job market will be a more holistic and human approach to both employers and employees. If we have learned anything from the pandemic, it is that our community is only as strong and as healthy as the individuals who make it up. This means that the job market will need to offer greater flexibility and tolerance around work/life integration. Over the past year, both employers and employees have grown more accustomed to working remotely, adjusting their schedules to accommodate the demands of life, and taking into consideration individuals' strengths, while respecting the challenges they are facing, both in and outside of the job. I think the job market has a lot to gain from acknowledging that we are all humans who are seeking productive, equitable, and thriving relationships in our professions and in our lives.
Another trend I expect to see is an expectation from both employees and employers around competency in being anti-racist. I expect candidates for positions to be inquiring about the presence and authenticity of organizational diversity, equity, and inclusion practices and I believe employers will be assessing candidates based on the training and experience in those practices.
What technical skills for a Social Media Associate stand out to employers?
Erica Bondarev Rapach: Digital, digital, digital. Arts and entertainment organizations have become digital media organizations during the pandemic and so technical skills in social media marketing, website development and maintenance, search engine optimization, video, audio, post-production, and live streaming are standouts. And I am not even certain that's an exhaustive list!