A social media analyst is responsible for developing and maintaining a company’s presence on social media sites like Facebook, Google+, Twitter, YouTube, LinkedIn, Tumblr, Flickr, etc and also has to manage the blogs of the company. According to a new eMarketer report, “Worldwide Social Network Users: 2013 Forecast and Comparative Estimates,” nearly one in four people worldwide will use social networks in 2013. The number of social network users around the world will rise from 1.47 billion in 2012 to 1.73 billion this year, an 18% increase. By 2017, the global social network audience will total 2.55 billion. With such a huge audience Businesses across the globe cannot ignore them and they need to focus on the social networking sites users to promote their products and services. Social Media Marketing has hence become an essential strategy for the large, medium and small businesses across the globe. Most of the businesses are giving the responsibility of managing their social media presence to the corporate communications teams, internal marketing communication teams and some businesses who think there social media presence is crucial for their business success recruit Social Media Marketing managers and give them complete responsibility to manage the social media presence. Some companies are also outsourcing their Social media activities to third party suppliers who can be a pure play business process outsourcing vendor or any media or creative agency. Indian BPO Vendors are aggressively offering Social media services to their clients and they are recruiting social media marketing analysts in big numbers.
Most of the companies prefer graduates with bachelor's degree in public relations, marketing or business communications and also recruit candidates with prior job experience of couple of years and a proven track record. Other essential qualifications for the job include good English language skillsin terms of reading and particularly writing as a lot of content writing in the form of writing blogs, posting ads on FB, etc. Also require good knowledge of MS Excel, Power Point, and Word and good understanding of Google Analytics and Google Webmaster tools and having a good knowledge of HTML/CSS, blogspot, Word Press, and website administrations will prove handy. Freshers can expect a salary in the range of Rs.20k-25 k and if you are really good at it then within a year or so you can expect remuneration in the range of Rs.100,000. Besides that an analyst has to be well versed with the latest trends in social media and must know how to connect with the targeted groups through new as well as popular social media platforms. An analyst must remain updated with the latest social media tools and as social media emerged as a key component in marketing and communications, social media analysts can hope for a senior or expert role in that profession or eventually the roles within digital marketing and can move on to other positions such as an account manager or social media manager who takes on broader strategic duties.
Along with posting, managing and garnering new followers and like for the company pages on the various social networking sites and platforms the social media marketing analyst have to spend time on planning and strategizing future campaigns, brainstorm content, meet with other departments to ensure that their strategies are aligned, tracking campaigns and reporting according to Farhana Sidek, digital client executive at Edelman Singapore. So simply recruiting young people who are active on social media sites simply don’t work they need to understand the concepts of search engine optimization, content management without which they will not be able to deliver the desired results for the company. In the day, the analyst would follow the requests of the client and plan for upcoming posts and campaigns for the client. Besides responding to queries on social media platforms, she noted that breaking down information was an important part of the job. "While we track basic stats like followers, click-throughs, fans, comments and traffic, we also monitor conversations happening around the brand both on and off our social media platforms and carefully structure responses that are in line with the company's strategy," she added. Indian Business process outsourcing firms like Genpact, WNS, Aegis, Infosys BPO, etc. are aggressively exploiting the lucrative opportunity in social media outsourcing services wherein they manage social media for corporations whose customers are taking to the online medium to share feedback.
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