How To Find Out What Social Media Is Doing To Your Job In California

Transcription

1 E N V I R O N M E N T A L S C A N SOCIAL MEDIA California F E B R U A R Y CENTERS OF EXCELLENCE Los Angeles/Orange AUDREY REILLE Central Valley & South Central Coast MICHELLE MARQUEZ An Initiative of

2 For more information on this report contact: Audrey Reille, COE Director Los Angeles/Orange County Michelle Marquez, COE Director Central Valley & South Central Coast Mission: The Centers of Excellence, in partnership with business and industry, deliver regional workforce research customized for community college decision making and resource development. Vision: We aspire to be the premier source of regional economic and workforce information and insight for community colleges. Please consider the environment before printing. This document is designed for double-sided printing. California Community Colleges Centers of Excellence, 2012.

3 Contents Executive Summary... 4 Introduction... 5 Social Media Overview... 6 Occupational Overview... 8 Employer Needs and Challenges Community Support and Resources College Response and Challenges Conclusion References Appendix A: How to Utilize this Report Appendix B: Study Methodology and Data Limitations Appendix C: Regional Data Real-time data to advance California Community Colleges 3

4 In California, there are over 30,000 job openings projected in five social media occupations over the next five years. Source: Economic Modeling Specialists, Inc. Executive Summary The emergence of social media is impacting the current workforce as it changes how firms communicate with clientele and generate new business. While social media impacts job functions across multiple industries and occupations, there are four occupations significantly impacted by the emergence of social media. These occupations are: (1) public relations (PR); (2) marketing and media communications; (3) business: development, sales, and advertising; and (4) social media management. This study examined the impact social media on the identified occupations. Using primary and secondary research, job postings were analyzed, an employer survey was conducted, and labor market data was compiled. Research objectives of this study were to identify: The top occupations implementing social media for businesses Occupational growth in these occupations Skill gaps in the incoming social media workforce Employer interest in training at the community colleges Specific recommendations for the community colleges to provide training in social media Throughout California, social media occupations are growing at an average of seven percent over the next 5 years. In addition, employers indicate a need for an update of skills in the current workforce and interest in training at the community colleges. However, offerings at the colleges are currently sparse. California Community Colleges are well positioned to build a pipeline of skilled workers, create and expand industry partnerships, and meet existing workforce needs in social media and future needs as they arise. Conclusions of this research indicate that California Community Colleges can play a critical role in preparing the social media workforce through: The development of professional certificates The development of courses in social media to provide a skills update for professionals Embedding social media into current programs Real-time data to advance California Community Colleges 4

5 Introduction The California Community Colleges System has charged the Centers of Excellence; part of the Economic & Workforce Development (EWD) Network, to identify industries and occupations with unmet employee development needs and introduce partnering potential for colleges. Appendix A contains further information on the initiative and how to use the report. The focus of this report is to examine the workforce development needs of occupations impacted by the emergence of social media. Over the past few years, social media has gained popularity as applications such as Facebook, Twitter, and LinkedIn to name a few have modernized the way in which people interact. Friends and family can now keep in touch by reading one another s profile page(s). Businesses can gain online followership by blogging, establishing social networking pages, and allowing customers to interact with them (and amongst themselves) online. Social media has become a very effective marketing tool for businesses across industries. Even politicians can use social networking to gain voter support. For example, in his 2008 presidential campaign, President Barack Obama leveraged close to $1 billion using social media during his presidential campaign. This included the use of text messages, networking, wikis, and blogs. 1 Many Americans engage in some form of social media. A recent survey of 1,050 American adults indicated that 87% of individuals used social media in In 2008 Cone, LLC a strategic communications agency surveyed 1,092 American adults regarding their views on the usage of social media. Findings indicate that 85% of participants want businesses to interact with them via social media outlets. As a part of this communication, individuals want to know information regarding business updates, current promotions and sales, and incentives for conducting business with that particular organization. 3 Social media provides an opportunity for businesses to communicate with their clients and potential clients on an ongoing basis. In this report, we examine the emergence of social media, and its impact on workers who implement it to drive business results. First, we examine the occupations most impacted by the emergence of social media. Second, we examine the most common uses of social media by these professions. Third, we examine the specific skill sets needed to implement effective social media to improve business. As new job skills, occupations, and careers emerge around social media, the community colleges roles in preparing a skilled workforce are shifting. Findings in this report are based on primary and secondary research. Research methods used include qualitative data analysis, employer surveys, job posting analysis, and secondary research. Additional information about the research methodology used in this report is included in Appendix B. 1 Levi, Carmi. Facebook, Blogs, and Twitter: Social Media Wins the Race. March, ( 2 Cone Communications Cone Consumer New Media Study: Fact Sheet ( _final.pdf) 3 Cone Communications Business in Social Media Study: Fact Sheet. September 11, ( Real-time data to advance California Community Colleges 5

6 Social Media Overview Social Media is essentially a category of online media where people are talking, participating, sharing, networking, and bookmarking. Most social media services encourage discussion, feedback, voting, comments, and sharing of information from all interested people. 4 Top occupations impacted by social media Based on a thorough examination of occupations involved in the implementation of this communication technology, the Center of Excellence identified four primary groups of occupations: public relations professionals, marketing and media communications professionals; business professionals including development, sales, and advertising agents; and social media managers including marketing and public relations managers. Exhibit 1: Social Media Occupation Groups Public Relations Marketing & Media Communications Business Social Media Management Management, oversight, and implementation of social media Advertising, generating business, maintaining customer loyalty Developing the relationship between social media, sales, and customer relationships Leveraging social media to gain a competitive advantage Public Relations Public Relations (PR) is taking the lead on management and oversight of social media initiatives within organizations. 5 PR is primarily responsible for the implementation of social media on a daily basis. Though these functions vary by organization, recent research indicates frequently used modes of social media by PR are: social networking, blogging, micro-blogging, and podcasting. Social networking occurs as businesses reach out to consumers to increase followership and build brand loyalty. This is commonly done through social networking websites like Facebook, Twitter, and LinkedIn. Blogging allows a business to communicate with consumers via commentary (e.g. reasons to purchase a product), description of events (e.g. an upcoming promotion), and other company materials (e.g. product demo videos). Micro-blogging is similar to blogging, but is used in a condensed format. Twitter a popular micro-blogging service, for example, allows individuals to share brief updates. Finally, podcasting is used to display videos online. 6 These videos are often used to review products and services. PR also connects with a broader audience, in particular with journalists and broadcasters. Until recently, PR professionals were required to pitch stories regarding their organizations to gain media coverage and exposure. However, this relationship has changed with the evolution of social media. Now PR departments are being bombarded with requests from journalists requesting stories. Some are even being asked for multiple stories daily. Learning to manage these incoming requests requires the PR workforce to learn new social media skill sets. 7 4 AG Communications group. Social Media Defined: What is Social Media. February 16, Public Relations Tactics. The 2009 Digital Readiness Report: Public relations leads social media engagement at most organizations, survey finds. August 14, ( 6 Creative Commons Digital Readiness Report: Essential Online Public Relations and Marketing Skills ( 7 Waters, Richard D., Tindall, Natalie T.J., Morton, Timothy S. (2010) Media Catching and the Journalist Public Relations Practitioner Relationship: How Social Media are Changing the Practice of Media Relations. Journal of Public Relations, 22(3), pp Real-time data to advance California Community Colleges 6

7 Marketing and Media Communications Workers Social media is also an essential marketing activity. Not surprisingly, the modern marketing landscape has also changed with the evolution of social media. Once focused exclusively on print advertising, the marketing domain has extended to modern forms of generating business and customer loyalty. Most recently these initiatives have become increasingly concentrated on word of mouth techniques to drive business initiatives. This, of course, includes the use of social media. As described above, social media can facilitate communication about products and services through social networking pages, blogs, and micro-blogs. As such, the consumer becomes engaged with the company, product, and/or service, creating brand loyalty and new business. A critical skill required of marketing and media communications workers is an understanding of the differences between traditional and new modes of advertising. They need to understand that marketing through social media is consumer driven. Marketing and media communication workers also need to understand how to leverage social networks. s blasts and mass communication are no longer an effective method to drive new business in today s market. Social networks, in particular, cannot be used in such a manner but must be consumer driven. Consequently it is important for marketing and media communication workers to understand a variety of social networking applications. Some users, for example, desire to evaluate a product or service, whereas others want to give a narrative of their experience, and others fully or partially endorse a business, product, or service. Understanding these archetypes can enable businesses to connect to a broader audience than ever before. Therefore it is critical for marketing and communication workers to understand how to effectively use social media and connect with these various users. 8 Business: Development, Sales and Advertising Another critical skill in social media is the understanding of how social media fits into to sales lifecycle. Specifically, the business workforce should understand the relationships between social media, sales, and customer relationships. The business workforce can leverage social media to learn about prospects, generate leads, and secure new business (i.e. generate customers). First, social media can be used in market assessment and increase understanding the needs of prospective clientele. For example, a sales person may seek information about a new prospective client by following him/her on Twitter or Facebook. This information can be used to strike up a conversation and build rapport with that individual. Upon building this initial rapport the prospect can become a lead. Continuing to follow the lead on Twitter may help to foreshadow their future needs which, of course presents the opportunity for a sale. After the sale has been closed, social networking can be employed to find new business via the new client. Business development specialists, salespeople, and advertisers can easily be introduced to new clients in this manner. 9 Therefore it is essential for them to understand how social media fits into the sales lifecycle. Social Media Management Management of PR, marketing, and business is also being impacted by the emergence of social media. Roughly 75% of social media activities including: social networking, social search, blogging, micro-blogging, and podcasting are managed by PR and marketing departments. 10 It is important for management to understand how to leverage social media to gain a competitive advantage. It is also essential to be knowledgeable about the assortment of social media applications and stay current with its latest trends and developments. Essentially, management is responsible for integrating social media into business strategy. 8 Kozinets, Robert V., de Valck, Kristine, Wojnicki, Andrea C., Wilner, Sarah, J.S. (2010) Network Narratives: Undrstadning WordofMouth Marketing in Online Communications. March Journal of Marketing, 74, Brogan, Chris. Best Fits for Social Media in the Sales Cycle. May 11, ( 10 Creative Commons Digital Readiness Report: Essential Online Public Relations and Marketing Skills ( Real-time data to advance California Community Colleges 7

8 Occupational Overview Occupations Studied Four types of occupations were studied: PR Specialists, Marketing and Media Communications Workers, Business: Development, Sales, and Advertising, and Social Media Management (Managers). Exhibit 2 details the standard occupations codes (SOC) encompassed in each occupation studied, and their respective level of required education. Exhibit 2: Occupations Studied SOC Occupation Related Social Media Job Title Education Level Public Relations Specialists Public Relations Specialists Bachelor s degree Media & Communications Workers Marketing & Media Communications Long-term on-the-job training Sales rep, services, all other Business: Development, Sales, & Work experience Advertising Sales Agents Advertising Degree plus work experience Advertising & Promotions Managers Social Media Managers Degree plus work experience Projected Employment Data from Economic Modeling Specialists, Inc (EMSI) 11 suggests an overall growth rate of 7.0% for occupations that engage in social media throughout California. Social media occupations offer good pay as wages are sustainable in every region. Exhibit 3 details the growth rate for each occupation and its respective average hourly wage for social media jobs. The current workforce is composed of 160,878 workers dispersed throughout the state. Over the next five years it is estimated that there will be as many as 30,810 new and replacement jobs amongst these occupations. Public Relations Specialists are expected to experience the highest growth rate with an estimate 11% growth, and up to 8,290 new and replacement jobs. Advertising and promotions managers are estimated to experience the least amount of growth over the next five years, with 4% growth and up to 1,250 new and replacement jobs. Average hourly wages in the identified occupations is $28.26, which is consistent with the statewide average hourly wage across all occupations. 11 EMSI data was pulled in January Real-time data to advance California Community Colleges 8

9 Job Title Exhibit 3: 2011 Employment, 5-year Growth, and Replacement, California New Total Job 12 % Change Average Hourly Wages Sales representatives, services, all other 86,599 91,804 5,205 15,947 6% $27.61 Public relations specialists 36,243 40,239 3,996 8,290 11% $29.58 Advertising sales agents 17,708 18,829 1,121 3,014 6% $27.33 Media and communication workers, all other 12,603 13, ,309 7% $23.35 Advertising & promotions managers 7,725 8, ,250 4% $39.57 TOTALS 160, ,346 11,468 30,810 7% $28.26 Regional Employment Throughout California, there are differences between the regions on how social media is impacting employment. The following charts illustrate the growth rates for each of the identified social media occupations by region. Detailed regional data can be found in Appendix C. California Sales representatives, services Public relations specialists Advertising sales agents Exhibit 4: Total 5-Year Job by Region Bay/Silicon Valley Inland Empire Central Region North/Far North SD/ Imperial LA/ OC South Central Coast 15,947 4,069 1,112 1,069 1,197 1,716 6, ,290 2, , , , Media and communication workers 2, , Advertising & promotions managers 1, Total 30,811 8,251 1,724 1,831 2,576 2,889 12,404 1,136 As illustrated in Exhibit 4 above, the largest number of projected job openings will be in the Los Angeles Orange County Region (40% of total openings). The South Central Coast Region has the smallest number of job openings projected, with 4% of the total openings. 12 Note: Includes both new and replacement jobs. Replacement jobs indicate anticipated retirements and average turnover rates Real-time data to advance California Community Colleges 9

10 Exhibit 5: Sales Representatives 5-Year Projected Growth Rate by Region LA/OC 4% Bay Region 6% San Diego/Imperial 7% Inland Empire 8% North/Far North Central Region 9% 10% The Central Region is projected to have the highest growth rate percentage over the next five years for the occupation of sales representatives, with 1,069 job openings. The Los Angeles/Orange County Region has the largest number of job openings projected, with 6,187 jobs projected. Public relations specialists have the highest projected growth rate (14%) in the North/Far North Region. The largest number of new job openings is projected in the Los Angeles/Orange County Region, with 3,066 job openings projected. Exhibit 6: Public Relations 5-Year Projected Growth Rate by Region San Diego/Imperial 10% LA/OC 10% Bay Region 11% Inland Empire 12% Central Region 13% North/Far North 14% Real-time data to advance California Community Colleges 10

11 Exhibit 7: Advertising Sales Agents 5-Year Projected Growth Rate by Region San Diego/Imperial Central Region 3% 3% LA/OC 7% Inland Empire 7% Bay Region 7% North/Far North 9% The North/Far North Region has the highest percentage job growth rate for advertising sales agents (9%). In terms of total job openings, the Los Angeles/Orange County Region has the largest number of projected job openings (1,355 jobs). The North/Far North Region has the highest projected growth rate for both media and communications workers and advertising & promotions managers (9% growth rate for each occupation). As is true with each occupation included in this study, the Los Angeles/Orange County Region has the largest number of job openings projected as well (1,255 media and communications workers; 541 advertising & promotions managers). Exhibit 8: Media and Communications Workers 5-Year Projected Growth Rate by Region LA/OC 6% San Diego/Imperial 7% Inland Empire 7% Central Region 8% Bay Region 8% North/Far North 9% Real-time data to advance California Community Colleges 11

12 Exhibit 9: Advertising & Promotions Managers 5-Year Projected Growth Rate by Region San Diego/Imperial 3% LA/OC 4% Bay Region 4% Inland Empire 5% Central Region 5% North/Far North 9% Employer Survey The Centers of Excellence conducted telephone surveys with 117 employers. The employers represent 3,894 firms that were identified as hiring social media workers. The survey consisted of nine questions regarding: occupations growth, skills lacking in the current social media workforce, interest in education and training, and recommendations for the California Community Colleges. Sample Employers Hiring Activity 117 California employers were asked about occupational growth for social media workers. Responses varied for each interval estimation period (i.e. current, one year, two year, and five year period) as some employers were more certain about short term growth (i.e. one year) vs. longer term growth (i.e. five years). 12-month projections indicate the highest growth rate (36% of employers plan to hire social media workers). Two and five- year growth projections are more conservative (22% of employers are hiring and plan to hire social media workers in two and in five years). Over half of the employers indicate they are not hiring, nor do they plan to hire social media workers. Exhibit 10: Percent of Sample Employers Hiring, California Hiring Not Hiring Not Sure Hiring in 5 Years 22% 60% 18% Hiring in 2 Years 22% 60% 18% Hiring in 1 Year 36% 52% 12% Currently Hiring 22% 76% 2% Real-time data to advance California Community Colleges 12

13 REGION Environmental Scan: Social Media Employer Needs and Challenges Top Skills Needed to Work in Social Media To understand the primary social media skill sets needed to perform each of these jobs, in-depth analysis of job postings throughout California was conducted. Job postings were selected on the following criteria: Fits into one of the four selected occupations Contains elements of social media (e.g. driving social media initiatives) Posted between September 15, 2011 and October 15, 2011 Job is located in California Data Analysis Seventy two job postings from regions throughout the state were examined. Some regions (e.g. North/Far North) had fewer postings that met the inclusion criteria than others, and this is represented in the data. Overall the number of job postings selected in each region was designed to represent the distribution of current and future jobs available in each region. Exhibit 11 illustrates the total number of job postings represented by region. Exhibit 11: Number of Job Postings by California Region OCCUPATION Social Media Managers Social Media Marketing & Communications Public Relations Specialists Business: Development, Sales, Advertising TOTAL Bay/Silicon Valley Central Region Inland Empire LA/OC North/Far North SD/Imperial South Central Coast TOTAL Note: the number in each cell represents the number of postings by region. No job postings were found for the Central region. Though designed to be an indicator of available employment by region, the number of postings does not definitively represent the number of jobs in each region as it may be influenced by factors not discussed in this report. All job postings were posted between September 15 and October 15, Each posting was analyzed to examine the skill sets needed to perform the respective job. Skills were first extracted in raw form (e.g. research and write content for social media outlets), then placed into clusters or categories that best represent a broader skill set (e.g. develop daily social media content). Each skill was counted every time that it appeared within a posting, and multiple responses were permitted. Thus some skills were counted more than once within the same job posting. Real-time data to advance California Community Colleges 13

14 Public Relations Specialists Involved In Social Media This occupation is exclusive to job postings for PR specialists involved in social media. Fourteen job postings were examined, indicating the most important skills for PR Specialist in social media. The occupation of social media marketing and communication worker is inclusive of job postings for: marketing and communications workers. Nineteen job postings were examined, indicating the most important skills for social media communication workers. Exhibit 12: Top Skills for Public Relations Specialists in Social Media Exhibit 13: Top Skills for Social Media Marketing and Communications Workers Real-time data to advance California Community Colleges 14

15 Business: Development, Sales, Advertising in Social Media This occupation is inclusive of job postings for business professionals in the area of: business development, sales, advertising, and entry level business analysts. Nineteen job postings were examined, indicating the most important skills for business professionals. Social Media Managers Given the newness of social media, the occupation of social media managers is inclusive of job postings for: marketing, public relations, and social media managers. Twenty job postings were examined, indicating the most important skills for social media managers. Exhibit 14: Top Skills for Business Development, Sales, and Advertising in Social Media Exhibit 15: Top Skills for Social Media Managers Skills Gap Skills Gap California employers were asked to describe the skills that job applicants frequently lack when interviewed. The most common skills that applicants lack are: Good writing and communication skills Advanced skills beyond having a Social Media page e.g. appropriate content, brand engagement, best practices, community leadership and event cooperation, and ethics Recent graduates entering the social media workforce are lacking applied experience An ability to connect with the consumer beyond making them a fan Basic marketing skills A skills update is needed for the mature workforce Real-time data to advance California Community Colleges 15

16 Community Support and Resources Community colleges interested in developing courses related to social media have resources available. Exhibit 16 summarizes a selection of these resources. These resources are public and applicable statewide. Exhibit 16: Resources Available to Community Colleges Organization Description Services Provided Social Networking and Marketing Association (SNAMA) emarketing Association (ema) Social Media Today Social Media Examiner SNAMA is focused on sharing best practices and information with the social media community. ema is the world's largest international association of online or emarketing professionals. Social Media Today is an online community for professionals focused on social media. Social Media Examiner is the world s largest online social media magazine. Networking, resources, education, training, and job posting/searching. Marketing resources, services, research, certifications, educational programs and events. Insight on: tools, platforms, companies and personalities that impact social media. Resources for businesses regarding implementation and latest trends of social. Real-time data to advance California Community Colleges 16

17 College Response and Challenges Existing Programs Based on a review of community college course offerings, the Centers of Excellence identified a number of courses specific to social media within the California Community Colleges system. No existing degree or certificate programs specifically for social media were identified. In addition, some Colleges may offer community education programs that are not listed in this inventory. Exhibit 17 illustrates the courses offered in social media throughout the state. This illustration accounts for social media curriculum that is overtly embedded within other courses (e.g. principles of e-business). Exhibit 17: Community College Courses in Social Media Region College Course Central and South Central Coast College of the Canyons Moorpark College Reedley College The Internet Brief Exploring Online Media Communication Internet Communications Computer Mediated Communications Santa Barbara City College Internet Communications Los Angeles and Orange Counties San Francisco/ Bay Area San Diego/Inland Empire Coastline Community College Internet for Educators Using the Internet Fullerton College Pierce College Long Beach City College Mt. San Antonio College Orange Coast College Diablo Valley College Foothill College Las Positas College Ohlone College City College of San Francisco Grossmont College Principles of e-business Internet Marketing and Promotions Introduction to the Internet for Computer Applications and Office Technology (CAOT) Multimedia Newsroom Internet Technologies Computer Information Systems (Introduction to the internet) Business and web-based communication Foundations and principles of electronic commerce and doing business on the Internet Introduction to the field of social computing, social networking, and collaboration tools and process Today s Technology Tools Information and Communications Technology Internet Technology Computer Science Information Systems Palomar Community College Internet for Business Victor Valley College Introduction to the Internet for Educators Real-time data to advance California Community Colleges 17

18 Model Programs The COE was not able to identify existing certificates or programs in social media within the California Community Colleges system. Therefore, colleges that wish to develop such curriculum can draw on the knowledge of other education systems. San Francisco State University San Francisco State University offers a six course, 72 hour certificate program in Social Media Marketing at the College of Extended Learning. In addition to attaining a professional level certificate, program attendees can earn 1.2 CEUs per course completed. Courses may also be taken individually (not as a part of the certificate program). However to complete the certificate all courses must be completed within a two year period. There are no academic prerequisites to participate in the program. Courses include: The Power of Community: An Introduction to Social Media Mastering Social Media Tools: Three Essential Tools for the Business Professional Engaging Your Community: Creating Effective Social Media Campaigns Social Media in The Real World: Successful Applications of Social Media Strategies Social On the Go: Trends in Mobile Technology Integrating Social Media Into the Overall Marketing Strategy For more information visit: Bucks County Community College, PA Bucks County Community College in Pennsylvania offers a continuing education certificate in Social Media for Business. Nested within the Business & Management department, this certificate is designed to equip business, PR, and marketing professionals with the tools to use social media effectively. The program is composed of three one-month, online courses: Introduction to Social media Marketing using Social Media Integrating Social Media into Your Organization For more information visit: University of San Francisco The University of San Francisco offers an Advanced Social Media training course, resulting in a professional certificate. This eight-week training course is designed specifically for professionals in marketing and PR. It is taught by industry experts, backed by the University, and fully online. Weekly course topics include: Introduction to Social Media Listening and Monitoring Content Creation Communication Metrics and Science Legal and Ethical Considerations Adopting Social Media Social Media Case Studies For more information visit: Real-time data to advance California Community Colleges 18

19 Employer Suggestions for Training at the Community Colleges Of the 117 employers that responded to the telephonic survey, 17 made recommendations for the Community Colleges in training the social media workforce. Some possible approaches are: Provide students hands on experience by proving internships, applied class projects, and having industry experts teach courses. Teach an understanding of the bigger picture. This includes understanding the strengths and weakness of social media, knowledge of advertising, marketing, and the audience. Teach students ethics and standards for standards for: professional writing (including tone, voice, and ethics), PR, advertising, and journalism. Teach students to use the software involved in producing social media. Keep students current on the latest social media trends. Interest in Education and Training Programs Employers were also asked the type of training that they would recommend to their employees (if offered by the Community Colleges). Exhibit 18 displays their responses. The majority of employers (64%) would recommend employees attend a one-day workshop. 51% of employers would recommend that their employees earn a certificate in social media. Over a third (40%) of employers would recommend employees attend a semester long course. 29% of employers would recommend that their employees earn a degree in social media. Exhibit 18: Training and Education Preference for Social Media Employees 3% One-Day Workshop 64% 33% Certificate Program 51% 12% 37% Semester-Long Course 40% 11% 49% Degree Program 29% 11% 60% Yes No Maybe Real-time data to advance California Community Colleges 19

20 Conclusion Organizations are adopting social media practices at a rapid rate. Social media is being incorporated into four occupations: PR, marketing and media communications, business professionals, and PR and marketing management. PR is leading social media within organizations both in terms of its management and oversight. Marketing and media communication uses social media to build brand awareness and reach out to potential clientele. Business is integrating social media into the sales lifecycle to develop relationships, assess client needs, and acquire new business. Throughout California these occupations are expected to experience a relatively stable growth rate of seven percent over the next five years, totaling up to 30,810 open jobs. As social media continues to increase in prevalence, these occupations will need to adapt and update their skills. To this end, 64% of employers in our survey claimed that they would encourage their workforce to attend a one-day workshop on social media, and 51% a certificate program (if offered by the community colleges). This marks an excellent opportunity for the colleges to provide training for the current workforce to update their skills. Though the skills needed to effectively execute social media vary by occupation, most can be grouped into three broad categories: (1) linking social media to business strategy; (2) executing social media; and (3) social media metrics and data. All professionals must be able to make a business case for using social media vs. other tools (e.g. marketing, cold calling, etc.). In addition, they need the ability to execute social media strategies, which includes daily management of social media outlets and creating community engagement, in most cases. Finally, each occupation must have the ability to use social media metrics and data (e.g. performance metrics, customer feedback, etc.) to benefit the business in their specific role. Real-time data to advance California Community Colleges 20

21 Recommendations It is unlikely that organizations will be hiring mass numbers of social media experts in the near future. However it is clear that: (1) occupations impacted by the evolution of social media are growing at a steady rate; (2) these occupations require specific skills and abilities to use social media in their role; and (3) Community Colleges can play a role in addressing this needed skill set. Based on research conducted for this report, the following are recommended. 1. Community Colleges interested in developing programs or coursework in social media should take into account the following considerations: With the emergence of social media, there is a need for education programs throughout California to prepare a workforce that can implement social media practices. However, the need and type of training varies by job function and is tied to existing occupations rather than an entirely new set of occupations. In order for a college to determine if it is reasonable to develop programs or coursework related to social media, there are three main considerations: A) should the college embed social media into existing programs; B) is there a need for professional certificates; and C) should the college develop courses in social media and provide skills upgrade training? Additionally, colleges should consider offering training directly to employers through a contract education mode. a. Embed Social Media into Current Programs At this point, social media is not creating an entirely new set of occupations. The emergence of social media has fundamentally changed the knowledge, skills, and abilities requirements of specific occupations. If a community college is considering social media curriculum, a feasible approach would be to incorporate the curriculum into additional programs. Social media curriculum can be embedded into the current curriculum for students in PR, Marketing, and Business programs. Courses could either be taught in a multidisciplinary fashion (i.e. one course for all three programs) or tailored to each individual program. b. Develop Professional Certificates Given the vast number of professionals in PR, Marketing, and Business that require a working knowledge of social media, it is recommended that the Community Colleges focus on the development of professional certificates. Community Colleges can position themselves as a high quality, low cost solution for learning social media skills. These certificates should focus on linking social media to business strategy; executing social media; and social media metrics and data. c. Develop Courses in Social Media as a Skills Update for Professionals Along the same lines, Community Colleges should develop continuing education courses for working professionals. This allows colleges to reach out to a broad audience of working professionals (e.g. PR, Marketing, and Business). The courses could be shorter than a standard semester course (e.g. a workshop style course), and tailored to the needed skill set(s) for each occupation. For example, a weekend workshop could be developed for business professionals regarding: embedding social media into the sales lifecycle. Real-time data to advance California Community Colleges 21

22 References AG Communications Group. Social Media Defined: What is Social Media. February 16, ( Brogan, Chris. Best Fits for Social Media in the Sales Cycle. May 11, ( Cone Communications Business in Social Media Study: Fact Sheet. September 11, ( Cone Communications Cone Consumer New Media Study: Fact Sheet ( umer_new_media_fact_sheet_final.pdf) Creative Commons Digital Readiness Report: Essential Online Public Relations and Marketing Skills ( Economic Modeling Specialists, Inc. ( Edelman Trust Barometer ( ExactTarget. The Meaning of Like ( Kozinets, Robert V., de Valck, Kristine, Wojnicki, Andrea C., Wilner, Sarah, J.S. (2010) Network Narratives: Understanding Word-of Mouth Marketing in Online Communications. March Journal of Marketing, 74, pp Levi, Carmi. Facebook, Blogs, and Twitter: Social Media Wins the Race. March, ( NOVA Workforce Investment Board. Social Media Trends: With Silicon Valley Employers. February, Public Relations Tactics. The 2009 Digital Readiness Report: Public relations leads social media engagement at most organizations, survey finds. August 14, ( rt_public_relations) Waters, Richard D., Tindall, Natalie T.J., Morton, Timothy S. (2010) Media Catching and the Journalist Public Relations Practitioner Relationship: How Social Media are Changing the Practice of Media Relations. Journal of Public Relations, 22(3), pp Wikipedia. Social Media. September 15, ( Real-time data to advance California Community Colleges 22

23 Appendix A: How to Utilize this Report This report is designed to provide current industry data to: Define potential strategic opportunities relative to an industry s emerging trends and workforce needs; Influence and inform local college program planning and resource development; Promote a future-oriented and market responsive way of thinking among stakeholders; and, Assist faculty, Economic Development and CTE administrators, and Community and Contract Education programs in connecting with industry partners. The information in this report has been validated by employers and also includes a listing of what programs are already being offered by colleges to address those workforce needs. In some instances, the labor market information and industry validation will suggest that colleges might not want to begin or add programs, thereby avoiding needless replication and low enrollments. About the Centers of Excellence The Centers of Excellence (COE), in partnership with business and industry, deliver regional workforce research customized for community college decision making and resource development. This information has proven valuable to colleges in beginning, revising, or updating economic development and Career Technical Education (CTE) programs, strengthening grant applications, assisting in the accreditation process, and in supporting strategic planning efforts. The Centers of Excellence Initiative is funded in part by the Chancellor s Office, California Community Colleges, Economic and Workforce Development Program. The total grant amount (grant number and for $205,000) represents funding for multiple projects and written reports through the Center of Excellence. The Centers aspire to be the premier source of regional economic and workforce information and insight for California s community colleges. More information about the Centers of Excellence is available at Important Disclaimer All representations included in this report have been produced from primary research and/or secondary review of publicly and/or privately available data and/or research reports. Efforts have been made to qualify and validate the accuracy of the data and the reported findings; however, neither the Centers of Excellence, COE host District, nor California Community Colleges Chancellor s Office are responsible for applications or decisions made by recipient community colleges or their representatives based upon components or recommendations contained in this study. Real-time data to advance California Community Colleges 23

24 Appendix B: Study Methodology and Data Limitations About the Survey During the months of November and December 2011 the Centers of Excellence conducted telephone surveys with firms throughout the state. About the Respondents A total of 117 firms, representing a combined workforce of 3,944 employers throughout the state, completed the survey. Industry, firm size, and regional location were recorded when possible. However, no firms reported size. Caution should be taken in generalizing this sample as it may differ from the universe. The following NAICS Codes were used Other Scientific and Technical Consulting Services Advertising Agencies Public Relations Agencies Motion Picture and Video Production Local Government Universe of Firms Employers were selected carefully. A list of top industries employing the occupations studied was created. Upon the identification of these top industries, a database was created using InfoUSA. In addition, contact information was collected from job postings when available. A total of fifty employers provided information Data Limitations There is currently no labor market information available on social media. Therefore, some occupations, especially those that are exclusive to social media (e.g. social media guru, blogger, etc.) may be missing from this report. Further, though many occupations incorporate some aspect of social media in their respective work, only occupations that are heavily impacted by the evolution of social media were included. This was determined by extensive secondary research. Data regarding skill sets needed to work in each chosen occupations may be limited as well. Skill set(s) data was collected via job postings. Job postings can, at times, be incomplete, especially in comparison to an official job description. Therefore, there may be skills that are not included in the postings. However, in general, job postings contain the most critical skills sets needed to be effective in a job. Thus it is our belief that this data source is adequate in defining critical skills. Finally, data regarding California Community College courses, certificates, and programs may be limited as well. This data was gathered via an extensive online search employing an array of search terms, because social media cannot be searched for in the community college inventory. Therefore, this data may not be a perfect representation of the courses, certificates, and programs offered within the system. Real-time data to advance California Community Colleges 24

25 Appendix C: Regional Data Bay/Silicon Valley Region The current workforce is composed of 42,420 workers in the Bay Area/Silicon Valley Region. Over the next five years it is estimated to grow by 7% and add as many as 8,251 new and replacement jobs amongst these occupations. Public Relations Specialists are expected to experience the highest growth rate with an estimate 11% growth, and up to 2,570 new and replacement jobs. Advertising and promotions managers are estimated to experience the least amount of growth over the next five years, with 4% growth and up to 331 new and replacement jobs. The Bay region has the highest average hourly wages in California, with an average hourly wage across all occupations of $ Exhibit C-1: 2011 Employment, 5-year Growth, and Replacement in the Bay/Silicon Valley Job Title New Job Total Job 13 % Change Average Hourly Wages Sales representatives, services, all other 21,963 23,308 1,345 4,069 6% $32.40 Public relations specialists 11,342 12,568 1,226 2,570 11% $32.42 Advertising sales agents 4,585 4, % $27.65 Media and communication workers, all other 2,518 2, % $21.13 Advertising & promotions managers 2,012 2, % $44.70 TOTALS 42,420 45,580 3,160 8,251 7% $31.80 Central Region The current workforce is composed of 8,469 workers in the Central California Region. Over the next five years it is estimated to grow by 9% and add as many as many as 1,831 new and replacement jobs amongst these occupations. Public Relations Specialists are expected to experience the highest growth rate with an estimate 13% growth, and up to 447 new and replacement jobs. Advertising sales agents are estimated to experience the least amount of growth over the next five years, with 3% growth and up to 163 new and replacement jobs. Average hourly wages in the Central Region are the lowest in California at $23.21/hour for all five occupations. Exhibit C-2: 2011 Employment, 5-year Growth, and Replacement in the Central California Region Job Title New Job Total Job 14 % Change Average Hourly Wages Sales representatives, services, all other 4,793 5, ,069 10% $24.08 Public relations specialists 1,785 2, % $21.75 Advertising sales agents 1,068 1, % $21.85 Media and communication workers, all other % $16.06 Advertising & promotions managers % $31.42 TOTALS 8,469 9, ,831 9% $ Note: Includes both new and replacement jobs. Replacement jobs indicate anticipated retirements and average turnover rates 14 Note: Includes both new and replacement jobs. Replacement jobs indicate anticipated retirements and average turnover rates Real-time data to advance California Community Colleges 25