# What Makes a Social Media Manager? Insights from the Content Analysis of Job Advertisements in India

Ruchika Pharswan, P. Vigneswara Ilavarasan, Arpan Kumar Kar

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Ruchika Pharswan, P. Vigneswara Ilavarasan, Arpan Kumar Kar. What Makes a Social Media Manager? Insights from the Content Analysis of Job Advertisements in India. International Working Conference on Transfer and Diffusion of IT (TDIT), Dec 2020, Tiruchirappalli, India. pp.391-403, 10.1007/978-3-030-64861-9_34. hal-03744780

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# What makes a social media manager? Insights from the content analysis of job advertisements in India

Ruchika Pharswan¹ and P. Vigneswara Ilavarasan² and Arpan Kumar Kar³

¹ Bharti School of Telecommunication Technology and Management
Indian Institute of Technology Delhi, New Delhi 110016, India

²,³ Department of Management Studies, Indian Institute of Technology Delhi,
New Delhi 110016, India

ruchi1996pharswan@gmail.com, vignes@iitd.ac.in,
arpan.kumar.kar@gmail.com

**Abstract.** With time, advent in technology and a sharp increase in internet penetration in India, there has been a dramatic change in the way we use social media from merely utilizing it for entertainment to businesses. As things currently stand in India, we cannot subvert and ignore the significant role social media is playing in developing and promoting the businesses. Consequently, the organizations either big or small trying to maintain their online presence over the various social media platforms in order to create customer base or communities across the platforms, brand awareness, customer engagement, promotions, and expanding their customer reach hence try to understand the various insights related to customer behaviour. For managing social media profile for an organization, a particular designation is purported as "Social Media Manager". In today's scenario with every company going digital, the requirement for social media managers has spiked in the last half-decade in every sector. As we go deeper, various questions arise then: what skillsets and prerequisite do a Social media manager requires? What specifically Social media manager do? To gain a better insight into current Social media manager status, our study reports on results obtained by performing content analysis over 200 Indian market job advertisements entailed "social media manager" keyword in the job title. Our finding indicates that there is an evolving requirement of Social media managers with great emphasis on Social media analytical skills followed by strategizing and promotional skills. Besides, customer management and content management also seem to be in demand. These findings may be valuable for fine-tuning Social media manager workability and also updating educational courses according to the current market trends.

**Keywords:** Content analysis; social media manager job; skillset; job advertisements.

## 1 Introduction

Lately, there is exponential growth in social media (SM) user base, and it has extensively emerged as a primary platform for communication, creating networks, news and
information diffusion, endorsing activities and exchanging ideas and opinions for cus-
tomers as well as businesses[1]. Consequently, the online social networks are currently
so well established, and it has become a necessary piece of the way businesses works
today. Social media was bound to change the world, and the Indian market is no excep-
tion. In India, The number of internet users had expanded throughout the years. As of
2019, there were approximately 560 million Internet users in India. As of now, India
has a total population of over 1.36 billion people, and 70% of that or 230 million indi-
viduals are social media users[2]. These Statistics indicates the window of opportunities
for potential businesses for taking their business to the next level. Presently, social me-
dia has become even more critical and innovative business marketing tool for the or-
ganization for greater understanding of their customer and eliminating the publicity
since it has enabled active customer and company conversation. Apart from customer-
company communication, it has a significant impact on the company's reputation hence
also increases the brand reputation[3]. It allows an organization to engross, collaborate,
promote and interact with the customers in order to gain customer confidence and im-
prove brand loyalty. Because of this fact, social media has entirely embraced by busi-
nesses either small firms or large ones, over 92% businesses considered social media
having significant importance achieving their business objectives, near about 96% busi-
nesses are already into managing their online social portfolio[4]. Thereupon, it is in-
creasingly essential to define the skills and prerequisite and qualities a Social media
manager should have for assisting the organization in achieving their business goals.

This study entails content analysis of Social media manager job advertisements
across with over 200 job ads for the designation of the social media manager. Referring
to the qualitative research study as these job ads can often be reviewed as significantly
important information for analyzing the skillset requirement and making hiring deci-
sions[5]. Specifically, 200 job ads are examined that are extracted from job portals like
naukari.com, indeed.com, freelancer.com and Google jobs. Data were gathered of var-
ious organizations and industry types like IT firms, marketing companies, and manu-
facturers, clothing brands and hotels and many more. Thus we have analyzed approxi-
mately 12000 words out of which 9137 words indicate the skillset and rest were elimi-
nated[6]. We have distributed these 9138 words or can say keywords under eight broad
categories depending upon the skills required for a particular theme[7]. So basically
complete analysis is compressed into eight broad skills category, and under each of
them, there are several subcategory keywords whose frequency is noted. Since this
study focuses on Social media manager job ads in various businesses across the Indian
market, geographical localization can be a significant factor. Other considerable factors
can be the nature of industry posting the job ads or online or offline job boards, size of
the firm[8]. This report has been developed without taking these factors into account.
The objective of the study is to identify the skills that are presently in demand in the
Indian business market for a Social media manager job. Therefore, the outcomes of our
study can be relevant and beneficial for business for tabulating its requirement in the
advertisement as well education industry for more closely linking their offering educa-
tion according to the current business requirements. To determine what current Indian
market expects from a Social media manager, our report on the skillset can be of great
assistance for any business, either big or small. Our study attempts to answer the fol-
lowing questions[9]:
* What is the desired skillset for a Social Media (SM) Manager profile in current Indian businesses?

* Which skills are more significant and in demand for employability?

Numerous studies and reviews have analyzed the job skills that are required in different domains like IT, BPO, Operations. However, there are a limited amount of studies that have explored job like social media manager[10]. Since social media picked up popularity and found to be a potential marketing platform, just a couple of years back. A short while ago, designations like social media manager, assistance social media manager have been paid attention to, and job advertisement analysis is considered to be a great way to get significant bits of insights about the skills, education and years of experience that are required in a particular sector or job[11]. So our study will try to identify the similar significant bits of insights for the newly emerging prominent jobs for social media which will add up value to industry, universities and the individual job aspirant as well. This paper is structured as follows[12]. First, we explore prior literature regarding the content analysis performed over various job advertisements and social media role in businesses. The methodology used by the study follows it. Then the findings are presented. The paper ends with and findings and ending with implications of the study.

## 2 Prior Literature

Numerous research has been carried out over the past several years to inspect the role and seek the skillset required for various designations like an analyst, librarian, O.R manager and many more. The objective of these studies, more or less, is to examine the skills, prerequisite and knowledge that is required by different job designations varying from analyst to mangers. Prior researches are evidence that there is always a need for keeping the industry either educational or business up-to-date according to the market demands[13]. However, there are a handful of pieces of literature that focus on analyzing the job of Social media manager. Most of this literature perform analysis over the job ads or announcements online or offline. As the social media landscape and social media applications are evolving, the content of the job description of a Social media manager's duties is also changing accordingly. Hence a critical factor of the content analysis is to analyze the currently open job profiles of social media managers and reviewing the changing roles[14]. Content analysis is one of the most often used research approaches that accentuate particular words, concepts or themes within the given data. This data can be verbal as well as written messages comprise of text which is then synthesized by content analysis to gain insights. Authors suggest the intention behind using the content analysis, is to "obtain a compressed and comprehensive description of any event or fact and the result of the content analysis would be various categories or notion expounding that event[15].

Questions like what are the skills and knowledge a business agency expects from a Social media manager? What kind of educational background and years of experience is needed? For what kind of roles organizations are hiring Social media manager? An-
Answers to these questions can be determined by analyzing the job ads from various business agencies as the requirements they mentioned would be those they are willing to pay for[16]. The diffusion of online platforms for various job ads engendered readily available and easily accessible data pool for conducting research. Most of these researches include content analysis either by manually coding the variable and keywords or by using various available software. In our study, we focus on the designation of Social media manager only and attempt to find out the question discussed in this section previously[17]. Thus, aim to determine various skills that are expected from a Social media manager to meet current Indian market demands. Table 1 depicts the extent of prior research that has been conducted over various job ads with the same objective:

<table><caption>**Table 1.** Conclusion of prior research on job advertisement analysis.</caption><thead><tr><td>Literatures</td><td>Job role, number of ads and duration</td></tr></thead><tbody><tr><td>Benjamin, Youngseek and Jeffrey[18]</td><td>Content analysis on eScience professionals on 200 ads over 6 month time period.</td></tr><tr><td>Laurel A Clyde[19]<br>Youngok Choi and Edie Rasmussen[20]<br>Karen S. Croneis and Pat Henderson [21]<br>Gail L. Heimer [22]</td><td>Librarian, 200 ads over 3 month time period.<br>Digital librarian on 363 ads over 9 year time period.<br>Electronic and Digital librarian on 223 ads over 10 year time period.<br>Electronic librarian on 78 ads over 10 year time period.</td></tr><tr><td>Adrian Gardiner, Cheryl Aasheim, Paige Rutner &amp; Susan Williams [23]<br>Peter A. Todd, James D. McKeen and R. Brent Gal-lupe [24]<br>Jung Eun Hong [25]<br>Amit Verma, Kirill M. Yurov, Peggy L. Lane &amp; Yuliya V. Yurova [26]</td><td>Big data professionals on 1216 ads over 5 month time period.<br>Information System on 1634 ads over 20 year time period.<br>Geographic Information System on 946 ads over 7 year time period.<br>Business and data analytics on 1235 ads over 3 month time period.</td></tr><tr><td>M S Sodhi &amp; B-G Son [27]</td><td>Operation Research on 1056 ads over 7 year time period.</td></tr><tr><td>Roger Bennett [28]</td><td>Transferable personal skills on 1000 ads over 1 year time period.</td></tr></tbody></table>

## 3 Research Methodology

This section will describe how the content analysis is done over the Social media manager job advertisements. It will include the procedure from data collection to data analysis. After going through prior works of literature, specific steps have been emphasized that are common in almost every literature, but the methods various authors have used can differ. The approach that we have utilized in this study is depicted in Figure 1.
<figure><img src="image_2.png" /><figcaption>Fig. 1. Extracted 200 Social media manager Jobs Advertisement</figcaption></figure>

In content analysis, the primary task would be extraction and accumulation of textual data, and for that, we have explored various job advertisements sites like indeed.com, naukari.com, freelancer, Google jobs and MonsterIndia.com. We have utilized a web scrapping method for extracting the jobs and 200 jobs profiles that include Social media manager as designation are finally extracted[29]. The data we got includes the links from where they are extracted, skills and prerequisite, experience required, salary, locations and industry type depicted in fig.1. Our primary motive of extraction is to perform content analysis over these jobs ads and identify the skills that are required to be a Social media manager. Job ads were searched between the period of 3 months and phrases that are used for searching the relevant jobs are like "social media manager", "social media assistance manager", "social media associate manager", "social media lead manager". All these jobs advertisements are limited to various locations of India as we have only considered the Indian market[30]. We have broad categories the list of skills into eight crucial skills that are: designing, customer management, analytics, communication skills, strategy, promotion, content management, management and organization[31]. Content analysis is then performed over these extracted jobs ads, and then the data set is categorized into various subcategory skills keywords under the broad skills categories[32]. In result, we will get a structured form of data having broad and subcategories with the counts depicting the frequency of occurrence of that particular skill in the content. So based on prior studies, the data is classified into broader skills categories manually and further decomposed into keywords that are used within the particular category with the frequency of its occurrence[33].

## 4 Result and Interpretation

Two hundred jobs advertisements meeting our criteria were extracted from various job portals for 4 months from 18 January to 18 March 2020. These job ads were specific to various locations across India. We examine the skill set that is required for a Social media manager following the current Indian business needs. The Eight most mentioned skills selected and represented in Figure 2, with the value they hold concerning the required skills[34]. Next, aggregate data is then decomposed into subcategories of skills and includes the keywords with the word count of the frequency of its occurrence depicted in Table 2.
<figure><img src="image_3.png" /><figcaption>Fig. 2. Eight Broad Skills Categories for Social media manager Job Position</figcaption></figure>

<table><caption>**Table 2.** Decomposition of Broader Skill Categories into Subcategories</caption><thead><tr><th>BROADER SKILL CATEGORY</th><th>SUBCATEGORY & KEYWORDS</th><th>KEYWORDS FREQUENCY</th></tr></thead><tbody><tr><td rowspan="7">Designing</td><td>Designing</td><td>189</td></tr><tr><td>Creativity</td><td>21</td></tr><tr><td>Innovative</td><td>96</td></tr><tr><td>Page</td><td>53</td></tr><tr><td>Video</td><td>19</td></tr><tr><td>Logo</td><td>87</td></tr><tr><td>Media Management</td><td>138</td></tr><tr><td rowspan="7">Customer Management</td><td>Customer Engagement</td><td>158</td></tr><tr><td>CRM</td><td>181</td></tr><tr><td>Client Support</td><td>177</td></tr><tr><td>Consumer Insights</td><td>132</td></tr><tr><td>Reputation</td><td>76</td></tr><tr><td>Social Platform</td><td>189</td></tr><tr><td>Customer Satisfaction</td><td>171</td></tr><tr><td rowspan="12">Analytics</td><td>Analytical Skills</td><td>169</td></tr><tr><td>Tools</td><td>182</td></tr><tr><td>SEO</td><td>187</td></tr><tr><td>SMO</td><td>158</td></tr><tr><td>Forecasting</td><td>91</td></tr><tr><td>Optimization</td><td>184</td></tr><tr><td>Reports</td><td>179</td></tr><tr><td>Positioning</td><td>35</td></tr><tr><td>Research</td><td>137</td></tr><tr><td>Google Analysis</td><td>142</td></tr><tr><td>WebMaster</td><td>159</td></tr><tr><td>Social Research</td><td>135</td></tr><tr><td rowspan="3">Communication Skills</td><td>Communication Skills</td><td>126</td></tr><tr><td>Writing Skills</td><td>160</td></tr><tr><td>Interpersonal Skills</td><td>139</td></tr></tbody></table>
<table><tr><td></td><td>MS-OFFICE</td><td>48</td></tr><tr><td></td><td>Planning</td><td>162</td></tr><tr><td></td><td>Engagement</td><td>178</td></tr><tr><td></td><td>Management</td><td>181</td></tr><tr><td></td><td>Start-ups</td><td>122</td></tr><tr><td></td><td>Product</td><td>117</td></tr><tr><td></td><td>Insights</td><td>96</td></tr><tr><td></td><td>Initiative</td><td>67</td></tr><tr><td></td><td>Awareness</td><td>78</td></tr><tr><td></td><td>Networking</td><td>53</td></tr><tr><td></td><td>Media Strategies</td><td>157</td></tr><tr><td></td><td>Channel Knowledge</td><td>186</td></tr><tr><td rowspan="7">Strategy</td><td>Online Marketing</td><td>178</td></tr><tr><td>Commerce Awareness</td><td>98</td></tr><tr><td>Campaign Management</td><td>164</td></tr><tr><td>Branding</td><td>182</td></tr><tr><td>Social Content Calendar</td><td>187</td></tr><tr><td>Brand Engagement</td><td>153</td></tr><tr><td>Channel Knowledge</td><td>174</td></tr><tr><td></td><td>Advertising</td><td>167</td></tr><tr><td rowspan="6">Content Management</td><td>Content Writing</td><td>173</td></tr><tr><td>Copy Writing</td><td>168</td></tr><tr><td>Creative Content</td><td>151</td></tr><tr><td>Trend Savvy</td><td>96</td></tr><tr><td>Passionate</td><td>33</td></tr><tr><td>Team Work</td><td>130</td></tr><tr><td rowspan="7">Management and Organization</td><td>Time Management</td><td>157</td></tr><tr><td>Campaign management</td><td>164</td></tr><tr><td>Community Management</td><td>123</td></tr><tr><td>Multitasking</td><td>154</td></tr><tr><td>Decision Making</td><td>160</td></tr><tr><td>Experience</td><td>187</td></tr></table>

These skills, as mentioned above, are required for a Social media manager to stand in the current Indian market scenario. In conclusion, a Social media manager has to multitask efficiently. We have also observed that Social media manager designation required relevant work experience. One must have skillset as mentioned above and experience in well versed with various social media platforms in India, search engine optimizations of multiple platforms to make the content to reach more number of users in the social media space effectively[35][36]. From our analysis, we have concluded for a medium, or big organization in Indian market mapped a minimum of 2 years' experience for a social media manager job depicted in Figure 3. It represents the range of experiences mentioned in the job description of 200 advertisements. It can be seen that
very few organization referred to a fresher or 0-1 year of experience. These organization
can either be small firms or startups. Most of them prefer 2-3 years of minimum expe-
rience, and these can either be medium size or developed firms [37].

<figure><img src="image_4.png" /><figcaption>Fig. 3. Range of Experiences Mentioned in Advertisements</figcaption></figure>

We have observed, companies preferring 4-5 years of experience are lesser than those who have referenced 2-3 years of experience. So it is more likely to say as the maturity of organization increases they seek for more experience personals. There is only one firm who mentioned 7 years of experience; it can be quite mature, and big firm[38][39].

**5 Implications**

No doubt, changes in any job requirements are directly or indirectly reflects on its job
advertisements. As being recognized in our analysis of the social media manager's roles
and responsibilities, we observe that there can be numerous profile or role a social me-
dia manager can play in line with the need of the organizations. There are three-fold
implications of our study. First is job aspirants. This report can be beneficial for a job
aspirant who is seeking a social media manager or related job as this report has provided
a comprehensive view of the current market scenario. Job aspirants can have useful
insights and prepare accordingly. Second is educational implication where our study
can be helpful to understand better the skills and roles required for social media man-
ager. So various institutions can get better insights into market trends and needs, and
they can design, align or modify their courses to comply with the market demands. The
third is a business recruitment implication where the outcomes can be valuable for re-
cruiting managers who are looking for a contender for the Social media manager with
a suitable skill set. In parallel, by providing a short and well-structured set of required
skills, this study has made Social media manager job description more clear as well
saved various assets and time for figuring prerequisites and requirements. Every job
combines multiple tasks and skills under one umbrella. Similarly, a social media man-
ager need to perform various task like designing, developing strategies, customer man-
agement and many more. In our report, we have presented various skillsets and perqui-
site in line with the current market demand and expectation. We have categorized the
skills into eight sections and have shown a clear picture of what are the requirements
for each category. We have also spotlighted the experience required for a social media
manager to join an organization. Our study can be quite valuable for the social media
manager or related job aspirants. They can find the skillset and prepare accordingly to
meet the current market expectations and needs. If this study can be modified and per-
formed periodically, it can be an excellent source for the fresher's especially and other
job aspirants. Content analysis of current job ads provides a bigger picture of current
trends in the marketplace and expectations of recruiters.

In this fast-growing world, everything industry is undergoing rapid changes, and the
educational industry is no exception. Universities and training institutes both govern-
ment and private sector are trying their level best to provide the best educational courses
to incorporate with market and hiring. Trends and expectation are likely to change with
time and to provide the best, and universities need to adopt these changes by reconfig-
uring and modifying their courses accordingly. Our study can be one of the useful
sources that can provide insights on the latest trends, requirements, experience and
skills set to social media manager or related courses. We think that the changing re-
quirements of social media manager professionals can be bright prospects and educa-
tional industry expected to produce graduates with more focused skills and excellent
knowledge by re-structuring and aligning their programs according to the current mar-
ket requirements. Nowadays, to find information regarding any job is just one click
away, there is numerous job portal where thousands of job have been searched in a
single day. One of the aims of an organization is to keep developing and undergo
changes according to current market demands and expectation to become a fierce com-
petitor. Many types of research have been performed for analyzing the current market
status, trends, expectation and demands, which assists organizations to enhance their
job portals accordingly. In light of this, our study also facilitates the convenience of
searching the current skill set, roles and experience required in the domain of social
media manager position. This study can be valuable for the organization to tailor and
modify their job descriptions to hire the best talent and respond to the demands effec-
tively.

6 Conclusion

The key objective to conduct this study is to determine what the desired skillset for a
Social Media (SM) Manager profile in current Indian businesses are? And which skills
are more significant and in demand for employability of Social media manager position
in current Indian businesses? This study has a present comprehensive view of the Social
media manager designation concerning with its skills, roles, worker competencies,
tasks by analyzing the job advertisements. With most and each business expecting to
build up their online presence to participate in today's hyper-connected consumer buying process in India, it is in the organizations' interests benefits to employ the best talent and keep tabs on their continuous development. After all, organizations' online reputation and future deals will rely upon it. The interpretation of the outcomes of our study is exhibited by analyzing the content of the latest job description for Social media manager designation over the period from 15 January to 15 March 2020 in India. To rank the skills mentioned in those job ads, we applied content analysis and find that Social media analytics and strategy development are the two most highly valued skills followed by promotional techniques. Our study has examined eight skills and ranked them depending upon how frequently and commonly they are mentioned in job ads.

There are some potential limitations to our investigation. Recognizing that jobs related to social media are fast evolving its requirements, goals and work expectations simultaneously are also quickly developing. We have to recall that our examination is for a particular period, results and findings may differ if the same analysis would be performed in a different timestamp. In our analysis we have manually categorized the various skills based on prior studies however in the near future we can use machine learning for classifying the job advertisement using supervised learning and can likewise form clusters of various skills under the broad categories that can reduce the redundancy of skills under different categories which is the limitation of manual categorization for the time being. Specifically, an expansion in Social media related jobs is most likely. This study will contribute to designing and modifying, giving knowledge into the more extensive view of the educational courses that are related to jobs includes social media aspects. And also this is valuable for industry or business recruitments to align and tailor their job ads description according to the current Indian business trends. Furthermore, this study can be extended by categorizing the skills sets based on various location of the Indian market, type of industry posting the job ads, size of organizations, type of industry and age of organization.

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