We thought we’d use our budding blog and social channels to identify candidates for this new spot on the MLC team—Social/Digital Media Analyst. At the same time, it’s a great opportunity to share our thinking on this with the broader membership, as we’re striving to implement our own advice here.
Why are we looking for an “analyst” profile? We’re big believers in social media as a powerful listening tool. So, we’d like the kind of analyst skillset that can make sense of structured and unstructured information. That means blending traditional, deductive web analytics with the more inductive comment surfing and pattern finding characteristic of social media. In a phrase, we’re looking for someone with “creative analytics”.
Why not just “Social Media Analyst”? We’re putting into practice the Return-on-Objectives approach to measuring social media, as detailed in this blog post by Doug Hutton. Digital is critical here, because website engagement is the intermediate objective that will bridge us from social media activity to financial outcomes.
The Social/Digital Media analyst’s primary objective will be to drive member web engagement, which involves building and integrating a powerful social experience for members with the member web experience. We believe clarity on this objective will help the Social/Digital Analyst make smart decisions about where to focus energy in a social world that offers thousands of ways to spend (and burn) time.
So, if you know of someone who might fit the bill, check out the Social/Digital Media Analyst job description on CEB’s jobs page. Search keyword “digital social”. Or, pass it along via Twitter, LinkedIn or your social platform of choice.
