Media companies continue to add social and digital positions

Photo courtesy LG via Flickr

There are many ways to track the media industry’s evolution in the digital age. Look at the thousands of journalists using social sites to find stories, for example, or count the myriad devices and delivery methods we now use to consume news content. But the shift really becomes clear when you have a look at the business card titles that some media professionals now use.

Chief Content Officer. Engagement Manager. Multiplatform Editor. Social Media Producer.

Suffice it to say, journalism schools were not preparing people for these roles 10 years ago. Techniques and strategies for these positions are growing and changing quickly but some best practices have begun to emerge.

Our media database lists contacts with all of these titles and hundreds of similar ones. I searched the database for titles containing the following words: community manager, ambassador, evangelist, social, content, engagement, curator, strategist and platform. I found that globally, the media profession has seen 165% growth in positions described with these terms since December 2009.

 Growth in Social and Digital Content Titles at Media Companies, 2009-2011

Source: Cision data

Of course, many thousands of journalists are responsible for maintaining a digital, social presence without having these words in their titles, and that shift is far more significant than how someone is described on a business card. What types of roles will see the biggest growth in 2012?



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