Companies today have to carefully craft and maintain their online brand presence, and this kind of work usually is performed by a social media analyst who is highly skilled in online communication. This job requires a person who is adept at search engine optimization (SEO) and able to maintain a consistent, positive image across the spectrum of current and emerging social media platforms. Social media analysts must gather data to formulate and execute methods of brand maintenance across the wide variety of social media platforms. Other common functions include finding creative ways of using social media to engage the target audience, increasing brand visibility, and devising new ways to increase sales via new social platforms. They also communicate with individuals across the organization to determine their social media needs.
A wide variety of companies across a number of fields employ social media analysts. These professionals generally work in an office setting during regular business hours, although alternative and/or additional hours may be needed as well.
A bachelor’s degree is a common requirement, generally in fields such as business communication, public relations, marketing/advertising, or a related discipline. Many employers also require at least a few years of experience within the profession to qualify; an internship will many times count as experience.
Social Media Analyst Tasks
Collect, structure, and store information from social media in databases, including appropriate metadata.
Write copy and produce content for social media platforms within organizational guidelines.
Define key variables to track and understand brand and customer perceptions and behavior.
Create and interpret reports on current state of the field, gaps, and opportunities.
Apply statistical techniques to extract business-relevant findings and make strategic recommendations.