I have written elsewhere about a perceived "skills gap" for current employees when it comes to using social media in the workplace. Some social media consultants have said that 90% of workers don't have the skills to leverage social media as a business tool.
It would seem logical that there would be a "market" and interest in higher education to fill in that gap, and more social media courses are being offered at colleges - generally in marketing and communications programs. But for just-in-time training, current employees are also looking to online courses, MOOC offerings and free on-demand resources.
Hootsuite is one of those providers, but it also offers a Student Program that provides educators and their classrooms free access to social media tools and resources. They have a Hootsuite Academy, which obviously uses their own Hootsuite dashboard which is a widely used platform for social media management. They also offer free certification for students who complete the program.
Because I teach social media courses at a university and I also do social media consulting, I looked into the Hootsuite Student Program as another way to integrate hands-on activities into NJIT's online program.
I also see frequent mentions online about a broader “digital skills gap” with employees who don’t know how to use, or are not aware of, the technology available to them. According to a Harris poll survey in Entrepreneur, only one in 10 American workers have mastered their employers’ tools and this gap "Bleeds $1.3 Trillion a Year From US Businesses."
Social media is just one part of this larger gap, but the “meteoric rise” of social in U.S. over the past decade to more than 2.3 billion active social media users worldwide can't be ignored.
Some of the materials in the Hootsuite program were topics that I have always included in my curriculum for designing social media. For example, having students conduct an online reputation audit on a real local gives students a better idea of creating a strategy for a brand versus their personal accounts. Students do research and present an analysis in order to create a strategy to improve their client's social marketing. They research target audience, popular content channels and types, competitor social media use, and make recommendations for future social media marketing activities.
I have students create a social media campaign with objectives, target audience, and metrics. It no longer surprises me that my students often make very little sophisticated use of social media themselves, and have a very limited understanding of how organizations are using it.
One gap I have been attempting to bridge this past year is the lack of knowledge (and interest) in social media ethics and law. That gap is not only in students but in those currently working in social media.
I believe that this learning process has value beyond making students just being able to do marketing via social media, but that creating a social strategy through research, analysis and application, and doing it in a digital world can help bridge a number of skills gaps.
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