What are the key skills of social media experts? A content analysis on job postings of communication agencies in Turkiye

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Cıngı M.

#communication_culture New Media - New Opportunities - New Perspectives, Torun, Poland, 15 - 16 May 2023, pp.385-386

  • Publication Type: Conference Paper / Summary Text
  • City: Torun
  • Country: Poland
  • Page Numbers: pp.385-386
  • Erciyes University Affiliated: Yes


In this study, I investigated the qualifications required to become a social media expert in Turkey. For this purpose, I conducted a descriptive content analysis of 108 job postings on the https://bigumigu.net website on the topic of social media expert. After two separate coding and categorization, I reached 1794 codes to analyze. I firstly analyzed which social media practices are important for expertise in which position. Secondly, I investigated which personal qualities stand out. As a result, I found that acting with team spirit, sense of responsibility, foreign language, following the trends, following the agenda, analyzing, reporting and making presentations are frequently emphasized. I saw that being experienced was mentioned in all advertisements except for one. I found that university graduation is not an important expectation for the agencies.