Competencies Needed for Social Media Managers

Abstract

With the quantum leap of the popularity of the social media, contemporary organizations are stepping into utilizing the communication tool such as Facebook, Twitter, Linkedin, Pinterest, Yelp, TripAdvisor etc. to promote their products. Besides that, social media also serves as a shepherd in driving the marketing direction. However, there are no studies that address the specific knowledge, skills, abilities and other characteristics (KSAOs) considered necessary for social media managers in hospitality industry. The goal of this study was to fill this gap and make recommendations as to what KSAOs-set is necessary for successful social media managers. The results could be used to develop a comprehensive job description and job specification; training; and performance management of social media managers. In addition, the findings ought to be incorporated into the education and training of current and future hospitality professionals in this field.