#CJW – PR

Tag: #CJW – PR

Social Marketing

Jonathan Hogan

If you’re a humanities major, there’s a good chance that you’ve been told that your excellent writing and analytical skills could allow you to go into marketing.  You’ve probably rolled your eyes at this idea—why sell your soul to the optimization of an economic system that so obviously perpetuates terrible injustices?  But before you write off marketing forever, read this article on social marketing, a type of marketing typically sponsored by NGOs or governments and used for the betterment of society.

Social marketing is perhaps best explained through examples, and one of the best comes from Wisconsin’s own UW Madison. In 2017, the Wisconsin Department of Health Services, UW Madison, and a handful of NGOs teamed up to advertise healthy eating. They played off of Wisconsin residents’ love of their sports teams to create the ads visible in this article (Henschen). Further examples of social marketing can be found in the now ubiquitous “click it or ticket” campaign, and a water rationing campaign led in Jordan, in which businesses were entered into a lottery after installing water-conserving valves in their buildings to incentivize their installation and raise awareness about their effects (About Us | The NSMC).

If this article has piqued your interest, you might be wondering: how does one learn more about social marketing? A good place to start is The National Social Marketing Centre (link), an NGO dedicated to social marketing that has its origins in the innovative British Department of Health. The National Social Marketing Centre appears to be the home for social marketing, at least as it pertains to public health, and can serve to give you an even deeper understanding of social marketing as an industry. For a job in social marketing, the best places to look are state and federal government platforms such as USAJOBS. Simply entering the term “marketing” will yield plenty of results. The one caveat to this approach is that strong knowledge of marketing is typically required for these jobs. To be a competitive applicant, you’ll likely need an educational or experiential background in marketing. While this experience may indeed come from an entry-level social marketing position, it will most likely come from a Master’s in marketing, or experience at a less mission-oriented marketing position. Hopefully, however, the appeal of social marketing as an industry that both requires writing and analytical skills, and sees marketers work for the betterment of society, is enough to consider spending a few years in general marketing.

Jonathan is a Third Year German and Government major. He works as a Peer Educator to assist students in the CJW and GLI career communities. In addition to professional development, Jonathan is interested in the cultural construction of the modern nation-state, normative constraints on rational behavior, and all things German. You can schedule an appointment with him here to improve your resume, learn more about the CJW and GLI career opportunities, and work on anything else professional development-related.

Works Cited

About Us | The NSMC. https://www.thensmc.com/about-us. Accessed 12 Oct. 2021.

Henschen, Holly. “FoodWIse’s FNV Campaign Wins International Social Marketing Award.” University of Wisconsin-Madison, 10 July 2018, https://fyi.extension.wisc.edu/news/2018/07/10/foodwises-fnv-campaign-wins-international-national-centre-for-social-marketing-award/.

Alternatives to Journalism

Print Journalism is quickly being relegated to the past. With the advent of radio, television, and finally the internet, the industry has been left unable to compete with cheaper and more expedient forms of media. The amount of print readers, for example, has been halved in the past two decades. Yet, despite the faltering nature of the print industry, the allure of ink on cheap newspaper still draws many to print journalism. To those individuals I recommend two things: (1) this article about the importance of print journalism and the shortcomings of new media for validation and (2) the remaining paragraphs of this article in which I offer a couple of alternatives to print journalism which demand similar skillsets and interests.

Freelance

Whereas print journalism is expected to continue to decline, at least in the near future, freelance writing continues to employ more and more writers. Freelance writers are self-employed writers that can be found writing almost anything that can be found online, ranging from New York Times articles to product descriptions for online marketplaces. To learn more about freelancing, follow this link to read my article about some of the finer details of the industry.  

Public Relations

PR specialists pride themselves on their ability to make authentic connections with their customers while skillfully guiding potential customers to their product. Similar to freelancing, public relations also demand a propensity for entrepreneurial strategizing. PR specialists, even those working exclusively through social media, rarely publish content spontaneously and each release is typically statistically analyzed. Compared to freelance, it is arguable that public relations is less writing intensive and more analytics intensive; however, if you have a love for both writing and analytics, this is the perfect job for you. For a more in-depth look at PR in social media, follow this link.

Publishing

If you are drawn to print journalism for the high level of collaboration between different departments, working in publishing may be the career for you. Compared to print journalism, physical book sales have been making a comeback as of late. To work in the publishing industry in a literary capacity one must be willing to trade their passion for writing with a passion for reading; however, for many, working closely with fellow booklovers in departments ranging form editing to cover-design is worth the trade. For a brief overview of the editing aspect of publishing, click here.

Jonathan Hogan

Jonathan is a Second Year German and Government major. He works as a Career Peer Educator to assist students in the CJW and GLI career communities. In addition to professional development, Jonathan is interested in the cultural construction of the modern nation-state, normative constraints on rational behavior, and all things German. You can schedule an appointment with him here to improve your resume, learn more about the CJW and GLI career opportunities, and work on anything else professional development-related.

Social Media PR as a Profession

By Jonathan Hogan

For many (especially the social media inclined), working as a social media specialist—that is, someone who designs content for and represents the company on social media platforms—can seem like a dream job. Yet, just like any professional position, there is a lot more to working as a social media specialist than meets the eye…

Posting

As already mentioned, social media specialists primarily create content and interact with companies’ customers/fans; however, most content posted by a social media specialists has been reviewed by multiple supervisors and has been patiently waiting in an automated calendar for months before it is released. Considering that social media specialists often create posts that are viewed by thousands of potential customers, such caution is to be expected. Yet, there is another reason for such a regimented timeframe: most posts are designed with a specific strategy and objective in mind and subsequently analyzed with the help of data analytics software. Just as any marketing department’s content, social media content receives considerable time and attention before and after the release of the content to ensure that the individual or team is working as efficiently as possible to meet broader company objectives.

Customer Services and Engaging with Fans

Contrasting with the lack of spontaneity in a social media specialists’ content creation process is the second most important element of a social media specialists’ job: responding to customers online. Most social media specialists pride themselves on their ability to make real, human connections with individuals engaging with their company. To accomplish this successfully, social media specialists are called to respond to queries or complaints with authenticity and promptness. Many social media specialists find this to be the most exciting part of their job; however, they also add that it comes with the stress of representing an entire brand in a public and unregulated fashion. For many, it takes months to work spontaneously without frequent emails to supervisors to ensure that responses are appropriate for the brand’s image.

Daily Schedule

Outside of creating and scheduling content for release and responding to customers, social media specialists engage with a wide variety of activities throughout their workdays. Brian Peters, a social media specialist at Buffer neatly presented his schedule on Buffer’s website:

MorningAfternoonEvening
7-7:30am: Breakfast & coffee12-12:30pm: Lunch5:30-6:45pm: Gym
7:30-8:30am: Email & voicemail12:30-1pm: Emails and voicemails6:45-8pm: Dinner with my wife
8:30-9am: Check-in on all social media platforms1-1:30pm: Respond and engage with community8-9pm: Learn (programming, video making, etc.)
9-9:30am: Measure social results and add to spreadsheets1:30-2:00pm: Curate content9-10pm: Relax and watch TV
9:30-10am: Respond and engage with community2-2:30pm: Read and learn10-10:30pm: Read
10-10:30am: Schedule new content to Buffer2:30-2:45: Break10:30pm: Sleep and repeat!
10:30-10:45am: Break & more coffee (much needed!)2:45-3pm: Schedule content to Buffer 
10:45-11am: Read and learn3-4:30pm: Content creation (video, graphics) 
11am-12pm: Content creation (podcast, writing)4:30-5pm: Emails and voicemails 
 5-5:30pm: Check Buffer queue 

As is evident in Brian Peter’s schedule, working as a social media specialist is a demanding job, which often requires constant availability and the agility to address urgent issues, trending content, and algorithmic changes to social media platforms at the drop of a hat. Because of this intensity, many social media specialists have mentioned having difficulty separating work from down-time, and social media from work.

For those dedicated individuals with a penchant for social media, design, community engagement, and strategizing, social media PR may be a field for you. But be aware, the field is rigorous and often demands much more than a typical 8 eight-hour workday.  

Jonathan is a Second Year German and Government major. He works as a Career Peer Educator to assist students in the CJW and GLI career communities. In addition to professional development, Jonathan is interested in the cultural construction of the modern nation-state, normative constraints on rational behavior, and all things German. You can schedule an appointment with him here to improve your resume, learn more about the CJW and GLI career opportunities, and work on anything else professional development-related.

Works Cited

Booz, Nicole. “What It Is Really Like to Work in Social Media.” GenTwenty, 4 Oct. 2015, gentwenty.com/what-it-is-really-like-to-work-in-social-media/.

Doyle, Alison. “Best Social Media Career Options to Consider.” The Balance Careers, 17 Sept. 2020, www.thebalancecareers.com/social-media-job-titles-2061507.

Kearl, Mary. Noodle, 17 Oct. 2019, www.noodle.com/articles/the-pros-and-cons-of-becoming-a-social-media-manager.

Morgan, Brittney. “7 Social Media Pros On What They Love (and Hate) About Their Jobs.” Business News Daily, 9 Sept. 2015, www.businessnewsdaily.com/8359-social-media-career-pros-cons.html.

Peters, Brian. “A Day in the Life of a Social Media Manager: How to Maximize Your Time on Social Media in 2017.” Buffer Library, Buffer Library, 30 June 2020, buffer.com/library/social-media-manager-checklist/.

Samuels, Rachael. “9 Skills Every Social Media Manager Must Have.” Sprout Social, 7 May 2020, sproutsocial.com/insights/social-media-skills/.