A career in digital and social media

07 April, 2022


Working in digital and social media

There is a lot more to working in digital and social media than people realise.

Advances in technology and changes brought on by the COVID pandemic have increased the demand for digital and social media communications specialists. A career in digital and social media communications can cross a range of different specialisations and industries.

Businesses use digital and social media communications to engage with their customers for a variety of reasons, including:

  • to place ads
  • gain insights into customer experience and
  • promote brand image and culture.

Depending on what type of job you’re in, there are several skills you’ll need to work in a digital or social media role.


  • Writing – you’ll need to make sure that written content is engaging and aligned with the brand's tone. It is also important that the written content is meaningful and accurate.
  • Creativity – can you think of any brands that have a great social media presence? They are recognisable because their content is inventive or original.
  • Data analysis – your ability to understand how users view and use your content. Understanding your audience will inform future content strategies and your creative approach.
  • Organisation – you may have to create content calendars, produce content, and develop campaigns. You need to be able to organise your day so you can complete all tasks on time.

Digital and social media communications is an exciting industry. It’s fast paced and always changing. You’ll always be learning about new trends, algorithms, and platforms.

Digital and social media marketing

People who work in digital and social media roles may work for an organisation or an agency.

Social media is becoming more important to businesses. As a result, they are creating new roles to do with social media marketing. 

Digital marketing analysts help businesses to improve their online presence by analysing statistics. They assess social media ads, website banner ads, and online branding. They then provide recommendations on marketing strategies based on the data.

In 2015, there were 3,352 people working as digital marketing analysts, while in 2019 there were 10,823.

Social media specialists maintain relationships between different digital communities. They develop, implement and manage social media strategies, content, and campaigns.

In 2015 there were 4,921 people employed as social media specialists, which had risen to 11,421 in 2019.

Education pathways

Formal qualifications in communications, marketing, media and advertising are well regarded by employers.

Find out more about Vocational Education and Training (VET) qualifications (External website, Opens in new window) and higher education courses (External website, Opens in new window) in digital and social media communications.

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