Unit 11 · Year 2

11.1.1, 11.1.2 Fact File Skills Audit and Personal Career Plan


( 1.2)



State the subject of your fact file. What is it about – 21st C newsroom or Social Media marketing role?

Background – has the traditional role of a journalist changed? How long has the role of the social media professional existed?

Social media marketing is the use of social media platforms to market a product or service. This job became available as the social media industry was introduced in 1997. The first recognizable social media site, Six Degrees, was created in 1997. It enabled users to upload a profile and make friends with other users. In 1999, the first blogging sites became popular, creating a social media sensation that’s still popular today. The popularity for social media became more and more as sites like LinkedIn and MySpace were created in the early 2000’s. Some of the most popular social networks such as Facebook and Twitter, introduced in 2006, are still very popular amongst a very large popularity worldwide.

Two examples of major companies within this industry with some background to the companies


Status Social- Status Social are a social media management, their aim is to bring genuine return on investment from a company/person’s social media. They have a lot of experience with big brands such as Vison Express and East Midlands Trains and communicate with customers expertly and engaging them in conversation to help them get to know the company and the brand. Status Social is one of the UK’s longest established and most experienced specialist social media agencies and is led by award-winning former BBC and ITV journalist Mark Saxby. They have trained approximately 1,500 business people in social media from all around the world. They manage social media for companies based in the UK as well as internationally. They increase brand awareness and profits for companies. An example of their work is how they trained a relocation company “PORTIXOL relocation matters” in LinkedIn which lead to a potential £300,000 in sales.

Fatmedia– Fatmedia, the national, award-winning, full service digital marketing agency, targets and engages users and influencers in the social media industry to follow/monitor in order to put the brand front and centre to those who will make a positive difference. They work closely with businesses to define a tone of voice that suits the brand’s style and start conversations with influencers in the sector. Fatmedia provides social post schedules which will promote content already on the site of a business, as well as content they may create. They also have social advertising and social campaigns too. Fatmedia provide comprehensive monthly reports detailing how social media profiles are having a positive effect on a particular business, ensuring it is in keeping with key targets set out at the audit stage.


Description of the role

Job description & skills required

Working pattern

Qualifications / training required


A social media marketer administers the company’s social media marketing and advertising. Administration includes:

·         Deliberate planning and goal setting

·         Development of brand awareness and online reputation

·         Content management

·         SEO (search engine optimization) and generation of inbound traffic

·         Cultivation of leads and sales



The job role includes; communicating the company’s brand in a positive, authentic way what will attract today’s modern, hyper-connected buyers.


They attract and interact with targeted virtual communities and network users. The goal is to gradually achieve superior customer engagement and intimacy, website traffic and revenue by strategically exploiting all aspects of the social media marketing roadmap.

They help attract customers for companies, make brand awareness broader and increase profit by promoting.

Social Media Marketers need a target audience which are provided by the social media sites such as Facebook. They then advertise accordingly.



  • Build and execute social media strategy through competitive research, platform determination, benchmarking, messaging and audience identification
  • Generate, edit, publish and share daily content (original text, images, video or HTML) that builds meaningful connections and encourages community members to take action
  • Set up and optimize company pages within each platform to increase the visibility of company’s social content
  • Moderate all user-generated content in line with the moderation policy for each community
  • Create editorial calendars and syndication schedules
  • Continuously improve by capturing and analyzing the appropriate social data/metrics, insights and best practices, and then acting on the information
  • Collaborate with other departments (customer relations, sales etc) to manage reputation, identify key players and coordinate actions


 Case study (optional)

Day in the life of a journalist / social media marketing professional or a case study of a specific journalist / social media professional


Job ad

Example of a job advertisement for a journalist or social media marketing professional.

Printscreen of job ad:

Here is a printscreen of a job ad in London for a Marketing Assistant role:


Skills audit

Which skills do you have for this job?

Which skills do you need for this job?

The skills I think you need for this job is; confidence, reliability, organization, independency, social skills, multi-skills, use of technology, literacy skills etc.

The skills I have that will be useful for this job are; I work well both within teams and independently, I can take lead, I communicate and understand people very well, I am a determined, motivated worker. I am also organised, have good communication skills and various technology skills within IT, photography and internet. I have references to confirm and


Skills needed as mentioned on job description:

  • Proven working experience in social media or related field
  • Excellent consulting, writing, editing (photo/video/text), presentation and communication skills
  • Demonstrable social networking experience and social analytics tools knowledge
  • Adequate knowledge of web design, web development, CRO and SEO
  • Knowledge of online marketing and good understanding of major marketing channels
  • Positive attitude, detail and customer oriented  with good multitasking and organisational ability
  • Fluency in English
  • BS in Communications, Marketing, Business, New Media or Public Relations


My Personal action Plan


Career choice (s)







My target grade for the UAL course






My course choices






Work experience





Media Marketing, Public Relations and Media
















Sheffield Hallam University: BA (Honours) Media- a more general approach to the Media industry, BA (Honours) Public Relations and Media- involves more writing and publishing, planning and research, more connected to the society, BA (Honours) Marketing Communications and Advertising- involves customer psychology and culture, marketing and advertising. Leeds Trinity University: BA (Honours) Media and Marketing- includes film, entrepreneurship and business as options.







The Star (through my college course)







Sources: Wikipedia, smallbiztrends.com/2013/05/the-complete-history-of-socialmedia-infographic.html, www.fatmedia.co.uk/services/social-media-marketing/, https://www.krusecontrolinc.com/social-media-manager-job-description-complete-guide/, https://resources.workable.com/social-media-specialist-job-description,

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