Companion slides for the talk: http://schedule.sxsw.com/2016/events/event_PP50326 With the adoption of social media at most major corporations complete, a new problem is starting. Seasoned social media professionals need to define career paths for themselves, and their opportunities to do "just social media" fade quickly. Many companies do not have social leadership beyond the Director level and experienced employees find themselves topped out with nowhere to grow. Corporations lose because they lose digital native talent. Individuals lose because they are stuck making lateral moves. This panel discussion intends to explore the looming crisis, and discuss about what corporations and individuals can do about it. Featuring Katy Kelley, Matthew Knell, Sarah Cooley and Tammy Gordon

1. I’m tired of “doing social media”
#NextInSM

2. Katy Kelley
SVP, Global Marketing
& Creative Culture
Ruder Finn
@katykelley
Matt Knell
VP, Social Media &
Platform Partnerships
About.com
@matthewknell
Sarah Cooley
Founder &
Creative Director
Simply Curated
@sarahcooley
Tammy Gordon
Founder &
President
Verified Strategy
@tammy

3. #NextInSM

4. #NextInSM

5. #NextInSM

6. #NextInSM

7. We got up close and personal with
150 social media experts around the
world
Here’s what we found…

8. • Most people started their careers in PR or Marketing (24% each, respectively), but to move
into Social Media, 59% had to pursue it directly themselves.
“I tweeted to the person who then hired me.”
• The biggest challenges in career growth: Topped out (30%), size of department (22%) and
needing new skills (15%).
“No one has ever moved up after working in social media. They have always left.”
• After social media management, people wanted to move into Marketing/Advertising (30%),
own their own company (25%) or create editorial content (10%)
•
“Personally: it's exhausting. Professionally: it's exhausting."

9. 74% of people say there can be a long-term career in social media
HOWEVER, only 39% feel there is a clear career path
Do you think social media can be a long-term
career?
Do you feel like your company has a clear career
path for you?

10. SO MUCH can change in just
a few short years
#NextInSM

11. #NextInSM

12. #NextInSM

13. People between the ages of 19 to 34 are
estimated to have 15-20 jobs in a lifetime
#NextInSM

14. Hulk out on these skills
• Coding
• Marketing
• E-Commerce
• Customer Service/Experience
• Analytics & CRM
• Crisis Communication
• Data
• Content Creation #NextInSM

15. Practical Advice
Learn more every day
Cross-train your career
Chart a path
Sell it up
Network
#NextInSM
Tactical Advice
Teach your C-Suite
Repeat yourself
Sell your success
Get a better headshot