Job Roles (U24: P4, M2, D2)

Learning outcome 2 (U24): Understand the behaviours, skills and attributes necessary within the advertising industry. 

JOB ROLES (U24: P4, M2, D2)

I completed this task as a group with: Daniel, Georgia, Lucas and Tamar

Social Media manager (SMM)

What is it ?

A social media manager is a media company's online presence. For platforms such as Facebook, Instagram, Twitter, and TikTok, they plan, create, and manage all media content creation. Some of their job objectives include, Building an loyal online community, boosting brand exposure, and promoting interaction. This translates to creating interesting content, planning material, and answering messages and comments, regardless of whether they are negative or positive. Additionally, social media managers use data analysis to determine what content appeals to audiences and modify their advertising strategies accordingly. They might even work with influencers to increase their audience mass and create a sense of brand loyalty and trust.

Some of the attributes and behaviours a social media manager needs to have include:

Data analytics 

Social media data analytics helps a media company evaluate their content performance, available on every platform. A social media manager needs to be able to utilise these statistics to understand what type of content resonates and appeals to their target audiences, and thus modify and adapt their media posts accordingly, in order to maximise interaction from audiences as well as generate content that not only increases the inflow of followers to build a strong and loyal following, but also maintains audience satisfaction. 

Research skills

Research skills are very important within the social media industry as this allows individuals, such as social media managers, to monitor new trends in the ever-changing world of social media, to refrain from creating boring and outdated content as well as track what competitors are doing, and their analytics frequently to identify SWOT analysis for the SMM's media company, in order to grow and create content that gains an increased amount of traction than their competitors. 

Innovative/ creativity 

Being innovative and creative a two attributes that SMM's must have. The social media industry is a very dense market, therefore social media managers need to be able to have innovative ideas to create content that is unique compared to other media companies, in order to grow within all platforms. This also applies to written content on social media platforms but also pieces such as a media company's blog, SMM must be able to create messages that are easily understood by audiences, enticing and interesting and generate a positive impact, as they will ultimately be the voice of the media company. Therefore SMM need to be well versed in different writing styles to cater to each platform, for example the language in a blog will be more formal than a tweet on 'X'. 

Organisational skills 

As social media managers manage multiple social media platforms, their organisational skills will need to be substantial as all platforms require a different style of media content, therefore a SMM will have a high volume of different content that would need to be sorted into subgroups for each platform, especially if the media company requires multiple posts a day. This means that a SMM will need to have an effective organising system to manage all social media platforms, and distribute content on the correct platforms. 

Ability to work well with others 

In order for Social media managers to make their media company grow, they will most likely need to conduct partnerships with individuals, such as social media influencers or even other brands and companies, as the SMM will be the one to liaise with said people, they need to have the ability to communicate effectively and persuasively to potential partnerships; in order to move forward with the collaboration.The impact of SMM's generating partnerships for their media company's content, is that they will ultimately increase brand awareness as partnerships can reach new audiences, therefore increasing the following of the media company and their success. 

This post will provide a report on the key behaviours, skills and attributes (both concerned with the professional and the personal elements of a given individuals' approach to work within the advertising media sector), that are required to successfully suit the job role of the copywriter. For context (for the benefit of those reading this who require a brief background of what the copywriter's basic role is in the advertising and marketing media sector) a copywriter is a crucial role to position within any marketing team, tasked with creating copy, which is purely written, linguistic content that resonates with the target audience and drives desired consumer-based actions, such as the consumption of the product being marketed/advertised or the adoption of a positive or more inclined state of awareness surrounding the product in question. In order for copywriters to work successfully in this role, the personnel must possess a refined set of professional skills and personal attributes. This report describes five key professional attributes and four key personal attributes that, broadly speaking (considering the variety of contemporary marketing circumstances and professional intentions within this rapidly growing media sector), are essential for success in the copywriting profession.

Professional Attributes that are ideally possessed by the copywriter:

Exceptional writing and linguistic knowledge and skills: Copywriters must in their work exhibit mastery over the written word; this is because language is the vehicle by which copywriters aim to capture and manipulate consumer attention (for the commercial benefit of those who they are working for), meaning copywriters must therefore demonstrate flawless grammar, syntax, and written style as an essential requirement, which, when failed to be met, means copywriters cannot possibly provide successful material for their clients. Beyond maintaining correct linguistics, copywriters should be proficient in using such linguistics to probe the target audience, for example through attention-grabbing headlines, engaging body copy, and compelling calls to action. Furthermore, they should have a keen understanding of the nuances of language and the ability to adapt their writing style to suit different platforms and audiences.

Creativity and Innovation: The extent to which an advertisement's copy engages, entertains and impresses the target audience directly dependent on how creative, innovative and unique a thinker the copywriter actually is. Regardless of whether the demographic of consumers which a company is targeting is active or passive in the market, they will always be more effectively manipulated into positively interacting with a given product (purchasing it) when presented with advertising copy which they perceive as new and unique; the copywriters' linguistic ideas must be unique and creative in order to achieve effective consumer stimulation and increase customer impressions. Creative and new copy helps also to differentiate brands and set a company's product apart from those of competitors. For example, they might employ storytelling techniques, humor, or visual imagery to convey messages in a memorable and impactful manner. Additionally, they should be adept at brainstorming sessions, contributing unique perspectives and out-of-the-box solutions to creative challenges.

Research and Analysis Abilities: In order to construct copy not only quickly (given that they are usually given tight deadlines from clients to work within), but effectively, successful copywriters need to possess thorough and fast research skills which will help them to (a) reach quick, informative, and deep conclusions about the consumer psyche of the target audience which they are directing copy at, and (b) have a perceptive and assured understanding of the product being advertised as well as the status the client desires it to have within the wider context of its sector. This involves being able to research the linguistic habits and colloquialisms of a previously unknown consumer demographic (as well as their behaviour and psychology which would inform the way in which copy is written and presented to them),  studying competitor copywriting strategies, and conducting research centred around any given product, regarding its position in relation to competing products. For instance, when writing copy for a new product launch, a copywriter might delve deeply into market trends, consumer preferences, and industry-specific practices to develop compelling messaging that resonates with the target audience.

Adaptability and Flexibility: In the very dynamic working world of marketing and advertising, copywriters are required to be adaptable and flexible in their professional approach. The best copywriters are expected by clients to be able to pivot quickly in response to changing priorities, client-side and customer feedback, and evolving industry trends. For example, if a sudden shift in the market or consumer desires necessitates a change in copy-based messaging or tone, a skilled copywriter is able to, without any disruption to the product launch, quickly adjust their writing strategy to align with these new requirements while maintaining the brand's consistency of message, core identity, and therefore integrity relative to the product.

Collaborative Spirit: Copywriting is not a solitary business discipline, rather one that always depends on the opinions and reception of others. The purpose of copywriting is to produce content that connects with the psychology of others, therefore copywriters must not close themselves off from feedback but make it the lifeblood of their work (that is, because they rely entirely on it). To be a copywriter therefore often involves collaboration on a daily basis with clients, partners and stakeholders (including product managers, designers and marketers). A successful copywriter is able to respond correctly and efficiently to feedback as well as embrace group involvement either when working alongside partners in their own agency or interacting with clients during project milestones. For instance, they may participate in interviews or deeply qualitative consumer feedback sessions in order to understand the strengths and flaws in their copy, participate in brainstorming sessions, collaborate on content calendars, and engage in constructive dialogue to ensure alignment with project objectives and client expectations.

 

Personal Attributes that are ideally possessed by the copywriter:

Attention to Detail: Meticulous attention to detail is imperative for producing error-free copy that reflects positively on the brand. A diligent copywriter meticulously proofreads their work, ensuring accuracy in grammar, punctuation, and spelling. Additionally, they pay close attention to brand guidelines, tone of voice, and formatting requirements to maintain consistency across all communications channels.

Time Management and Organisation: Copywriters often juggle multiple projects with tight deadlines, requiring strong time management and organisational skills. They prioritise tasks effectively, allocate resources efficiently, and create realistic timelines to ensure timely delivery of high-quality content. Moreover, they competently manage their workload, balancing short-term deadlines with long-term projects to maintain productivity and meet client expectations.

Empathy and Emotional Intelligence: Successful copywriters possess both quantitatively strong (having the capacity to maintain a high level over an extended project) and qualitatively strong (holding a complex and nuanced understanding of the psyche of their clients and their target audience) emotional intelligence, allowing them to understand the emotions, motivations, and needs both of their clients, as well as the target audience of consumers who are being written to. The copywriter's empathy must be balanced with their professionalism in order to protect the integrity of their clients' commercial intentions and sustain a very impactful connection with the consumer psychology of their target audience. This will specifically enable them to build a written message that resonates with the audience on a deeper cognitive/emotional level and drives meaningful engagement. For example, when writing copy for a fast food campaign, a copywriter with strong empathy skills may draw upon personal experiences or anecdotes to connect with readers on an emotional level and inspire action, such as the struggle to be healthy and enjoy life amidst a busy schedule.

Resilience and Perseverance: Fulfilling the contemporary media job role of the copywriter is often in reality a challenging responsibility insofar as the skills that are required to produce strong, perceptive and engaging writing and a demanding job due to the sheer volume of revisions and written tweaks that are demanded of the copywriter when managing a large number of clients. As such, a professional copywriter whether self-employed or working on behalf of an agency or an in-house team, needs to possess the personal skill of resilience and perseverance in order to help them withstand obstacles and setbacks. Successful copywriters maintain a positive attitude in the face of rejection, criticism, and creative blocks, viewing failures as learning opportunities rather than insurmountable obstacles. They draw upon their resilience to overcome challenges, stay focused on their goals, and continually strive for improvement in their craft.

In conclusion, the media job role of a copywriter demands a multifaceted skill set and a number of personal and professional attributes. By mastering exceptional writing skills, fostering creativity, honing research abilities, embracing adaptability, and nurturing a collaborative spirit, copywriters can create impactful content that resonates with audiences and drives business results for their employees or clients. Additionally, possessing personal attributes such as attention to detail, time management, empathy, curiosity, and resilience are essential for sustained success and interpersonal growth (as is very much essential as previously outlined in such a sociopsychological role as copywriter).

 Production management role

Production management is a multi-rolling occupation. In order to successfully fulfil the duties of production managing, one must be adaptable to a variety of job roles within the media sector, and additionally be able to communicate with pre-production, production and post production. This versatility is crucial, as production managers oversee all elements of a products journey, and are responsible for its smooth-sailing success. The personal attributes and behaviours that are imperative to have as a production manager are…

Time management/Organisational skills: As product managers must oversee every stage in the production journey, time management is crucial to make sure all tasks from each stage are completed in the time scale that will benefit the products release. This means that production managers will have to create schedules and call sheets, in order to ensure all members of the staff they are managing, know what their duties are, and the scale of time they must complete it, to make the production process as efficient as possible.

Exemplary leadership skills: The role of production manager is a managerial role, therefore there is a line of jobs underneath them is vast. Production managers must instruct editors, researchers, designers, and even directors; as a result of this, one must be equipped with behaviours such as assertive qualities, confidence and patience. With these personal attributes, the candidate can execute amazing leadership skills, so that they can lead and manage a whole creative team.

Teamwork/Cooperation skills: Although this managerial position requires impeccable leadership abilities, teamwork skills and the ability to converse effectively with staff and customers is significant to the jobs success. Production managers must communicate with other roles such as editors, videographers, directors and market researchers etc.. in order that the vision for the product is clearly translated in all stages of the production. Job roles in media demand many ideas for a product in order to find the right fit; therefore production managers must be able to listen and incorporate other managers ideas and visions, to access the perfect final result.

Strong initiative/ problem solving skills: In a team of creative thinkers, there will inevitably be cases of trial and error within the production process. Therefore within a product manager, exemplary problem solving skills are imperative, in order to evaluate wrong steps in the production process, and be able to create a solution seamlessly. This compliments having a strong initiative, as having a managerial role in a tea means that one must do whatever they think is necessary to achieve success for the product.Leadership skills and qualities

One of the professional attributes necessary to become a marketing director within the advertising industry is leadership skills and its qualities. The job role of a marketing director is to ultimately direct marketing in the right direction that fits the purpose of the business and its audience. Leadership skills are the ability to have control of multiple personnel and their tasks in regard to marketing. Alongside this, acquiring leadership skills also means having the ability to communicate with different personnel to understand the status of the department. Nonetheless, leadership skills and their qualities are necessary within the advertising industry if the marketing director does not lead the marketing department the advertisement could be created to the wrong audience or the wrong demographic, which can be very damaging.

Ability to work appropriately and require software

Another professional attribute necessary to become a marketing director within the advertising industry is the ability to work appropriately and require software. This means being able to work with and adapt to software that might be technologically challenging in order to complete marketing tasks efficiently. Larger businesses such as conglomerates that have a very wide audience or different audiences for each product usually benefit from using software to enable efficient working. Therefore a marketing director should be able to work with this software and if not at least to be capable of working appropriately by learning and adapting to the software features. This will allow the marketing director to collect information obtained by different employees adequately and keep up with tasks.

Knowledge

Another professional attribute necessary to become a marketing director within the advertising industry is having a substantial amount of knowledge. This means having an open mind being cultured and understanding of different audiences and how to work with different demographics. This is beneficial for a marketing director as being knowledgable will not only enhance their ability to work with other personnel but also will help them understand the audience demographics that are suitable for the product and therefore suitable for the advertisement. Alongside this, knowledge will encourage the marketing director to establish a better understanding of not only the audience but also other competitors who have similar targets, which will improve the way the advertisement is marketed.

Hardworking

One of the personal attributes necessary to become a marketing director within the advertising industry is hardworking qualities. Being hardworking means being committed and detail-orientated towards tasks and working punctually to complete them to the best ability. This is necessary as a marketing director ultimately is in charge of guiding a whole department and ensuring each personnel is working towards the goals of the production in order to adequately meet deadlines. Therefore, the marketing director will benefit from hardworking attributes as it will become easier to control and contain large quantities of data coming from different sources. Alongside this, having hardworking attributes as a marketing director will benefit other personnel as work will be distributed better and more efficiently across the department which will lead to better time management and communication.

Good Listener

Another personal attribute necessary to become a marketing director within the advertising industry is good listening attributes. Having good listening skills does not only mean listening but means being an active listener and interpreting what is being said. This is necessary as a marketing director works alongside higher authority such as the Chief Director, yet also works with other personnel within the hierarchy such as graphic designers meaning that you are ultimately communicating with personnel across the whole production. Therefore, being a good listener will benefit a marketing director within the advertising industry as it will ensure clearer and more coordinated communication across personnel and departments. If a marketing director lacks good listening skills the consequences could be damaging to the production as it could result in miscommunication.

Passionate

Another personal attribute necessary to become a marketing director within the advertising industry is being passionate and using that passion as a source of motivation. This means enjoying the tasks given and overachieving by choice to ensure the best results for the tasks given within the job role. This is necessary for a marketing director as their role within the advertising industry is constant as they will be constantly needed across different departments. Different from other job roles, a marketing director is constantly working alongside an advertisement production within each step to ensure all factors of the advertisement correlate to the target audience. Therefore, being passionate will benefit a marketing director and will ensure they have a constantly motivated work ethic throughout the whole production. If a marketing director lacks passioanet this could result in inefficiency throughout the production.

M2: Explain how personal behaviours and attributes affect career development opportunities within the media industry

LIVE SOCIAL MEDIA MANAGER JOB ADVERT

https://uk.indeed.com/jobs?q=Social+Media+Manager&l=London&=&aceid=&gad_source=1&gclid=Cj0KCQjwzZmwBhD8ARIsAH4v1gVR1T89pkYtnNwgBKwRNcdKn8l90gwP04iA5Y1jSVyQTIW-nd79lTMaAoBkEALw_wcB&gclsrc=aw.ds&from=mobRdr&utm_source=%2Fm%2F&utm_medium=redir&utm_campaign=dt&advn=4313542337144254&vjk=b58687de6cd8d90b

This newly advertised job advert is a vacancy for a Content creator and Social media manager for the UK's leading vape retailer based in Ilford, it requires a candidate to build a strong social media presence while working with other content creators to create entertaining and high-quality content everyday. Skills and attributes needed for this job vacancy is as follows:

Creative/Innovative

For this job, a candidate will need to be able to develop creative and new ideas for the Cloud City social media content, this is because the social media market is extremely popular, meaning that the need for individuality is very significant to be able to be different to other media companies, therefore a candidate will need to provide innovative ideas in order to stand out and entertain audiences in comparison to other social media platforms, especially other vape companies within social media as they are the competitors.  This skill would allow a candidate to be successful because...

Video editing and graphic skills

A candidate will also need to have editing and graphic skills in order to apply for this job, because they will be creating the social media content from start to finish, which is required to be high quality, therefore a candidate will need to be able to create content that is up to standard for the company, especially being a vape company, the candidate needs to be able to make the videos as engaging as possible, which is achieved through impressive editing skills. This skill would allow a candidate to be successful because it would ensure that they would be able to use the software proficiently and show their capabilities. This could lead the way for future promotions, but also allow the ideal candidate to train people below their position. Without having the necessary technical skills, this would severely impact their success.

Confidence 

The job also requires someone who is confident and full of personality because the candidate will be on camera for some content, therefore the candidate needs to be able to have a strong presence on camera in order to engage and entice the audience through tasks such as presenting and following scripts, meaning that someone who is shy or uncomfortable on camera, is not suitable for this job role for this specific company. Confidence on camera can impact the success of the candidate within this specific job role because it conveys to the company that they are able to carry out multiple tasks, meaning they have many skills and ultimately an asset to the company.

Data/research analysis 

The candidate also needs to have data and research analysis skills because as seen on the job advert, the candidate needs to identify content trends, memes and sounds to ensure the candidate is creating relevant content with popular sounds and trends to avoid making out of date content as this will disengage audiences. Data and research analysis also helps to identify competitor activity, which will be useful for the candidate to understand as the vape industry is large, therefore they need to stay on ahead of their competitors to ensure maximum engagement and followers. This will impact the success of the candidate as they would convey that they are able to create content that stands out above their competitors from identify gaps within the vape social media circle. 

Ability to work well with others 

A candidate will also need to have the ability to work well with others because the candidate will need to work alongside a team as well as another content creator, therefore they will need to be able to listen to others' ideas without trouble or conflict and work well in a team setting to avoid any collisions with themselves and their team, this is help the success of the candidate as it will present them to be a good person to work with and that they are able to mesh well with their peers. 

Creative

For this job advert, creativity is crucial for the content creators/social media managers because the vaping industry is an extremely competitive market and Cloud city is the UK's leading vaping retailer therefore the candidate will need to product creative content that is engaging for their large following in order to maintain their customer loyalty and not lose followers as a result of disengaging content. Furthermore, conventional marketing strategies may not be as effective due to laws and age limitations, therefore the content creator will need to identify the most successful and effective way to create content that abides by any regulations, especially as the content will be for 18+ as they are advertising vaping products, the candidate will need to creatively find and develop strategies to create content that can be targeted solely towards audiences that are 18 and over to avoid influencing younger demographics to buy age restricted products. 

LIVE GRAPHIC DESIGNER ADVERT:

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Freehand drawing:

Freehand drawing is a key skill required for this job advert because the candidate will be working with the Art department to create original art pieces for major online streaming platforms such as Netflix and Walt Disney studios, therefore their skills will have to be to standard to enable the usage across the streaming platforms as they are well known. If the candidate has impressive freehand drawing skills, this will help towards their success because they will be able to visualise their ideas to the rest of the company, which will be more constructive and impressive, this means that through the candidate being able to visually display what they're are thinking, the communication will be increasingly better between themselves and their associates. 

Experience in Adobe software:

For this job role, the candidate will need to have expereince with multiple Adobe softwares such as Illustrator, Indesign and photoshop, this is because the company work with multiple different streaming platforms, therefore the candidate will need to be able to adjust their digital skills to suit the design of that specific streaming platform which will be done through different Adobe platforms. This helps towards their success because it conveys to the company that they are able to be versatile and alter their work accordingly, which will present themselves as an asset to the company as a junior graphic designer if they are able to create media content that is within the correct formatting and design for the individual companies. 

Presenting confidence:

Additionally, the candidate will also need to bear the confidence to present their ideas and present in-house presentations in front of the company or departments, this is because they will need to display any new innovative ideas they may have to improve the work being created and assist with presentations of new projects, this confidence will contribute to their success because presenting with confidence, projects professionalism and expertise which builds trust between the candidate and the company, making them feel comfortable with their abilities and more likely to approve their designs.

Ability to work with others:

The candidate will need to be able to work with others because of their role within the business, as they will be working with the Art department as well as the Digital FX department, if the candidate is able to effectively with others then this will contribute to their success within the company because the productivity will increase if the communication and relationship between themselves and the other department employees is efficient and peaceful as they will be able to discuss their ideas and projects without any uncomfortability, as this will convey the directors of the company that they are able to work well in a team and not disrupt the workflow or peace within the office. 

D2 (U24): Explain the importance of etiquette when working on a media production 

Professional Etiquette

Dressing professionally: A social media manager would need to consider dressing professionally in the workplace because it is important as they are usually the face of a the company when interacting with external clients, therefore a social media manager who dresses professionally portrays a sense of polish and competence, which reflects well on the company they work for. However, they also need to dress according to the atmosphere that the company exerts to ensure the maintenance of the brand image. 

Content creator & Social media manager: A content creator and social media manager's role within a business is to create, edit and distribute the social media content across platforms in order to maximise exposure and awareness for a brand or business. They can be freelance but also team work based, such as the advert above, meaning that the platforms are regulated by multiple social media managers which can make the job more fun. Social media managers are also in charge of creating and overseeing social campaigns, reviewing data analytics and communicating effectively with stakeholders. 

Communication: For social media managers, communication is key regardless of whether they are freelance or working within a team environment. For this job advert, the candidate will be working within a team environment therefore communication must be clear from the social media manager, because they will need to be able to communicate any ideas they have for the content or social media platforms effectively in order to convey that they are able to be an asset to the company, as well as engage well with the other content creator to maximise the success of their social media platforms. Having clear communication also ensures that the messages across platforms are consistent, and that both content creators understand the tone they are aiming to set for the business, as well as the target audience they are aiming to reach, being individuals who use vape products. Conclusively, efficient communication for this job advert it key because it avoids misunderstandings and wasted time to create a smooth workflow within the team.

Listening: Good listening builds a sense of community and respect within the workplace, because by the SMM listening to what the other creator is expressing, it creates a sense of community in the workplace which ultimately will increase production of ideas and content as they will collectively feel comfortable to express ideas. Strong listening skills are therefore vital to their success. By attentively following what the other creator is doing or thinking of doing, they can stay on the pulse of current trends, topics, and formats that resonate with the audience as well as the vape content they are aiming to create. This prevents them from creating redundant content and allows them to find gaps to fill. Within this job advert, the SMM will be supported by the senior management, therefore they will need to be able to understand the feedback they are given as well as any suggestions they may make, in order to flourish and evolve in the workplace.

Position in Hierarchy 

Within this job advert, understanding the hierarchy within the company is important for the candidate because they are not high up on the chain of hierarchy. Identified in the job advert, the candidate for the SMM will be reporting their work to the senior management within the organisation as well as obtaining support from them. This means that the candidate will need to be able to understand how to take constructive feedback and modify their content accordingly, without acting in an offended manor. This will ultimately convey to the senior management that the individual understands respect to the people who they are taking direction from, who are higher up in the hierarchy, as well as able to listen to the criticism and direction effectively, which benefits both the candidate and the organisation when they know their place within the hierarchy. 

Furthermore, by the candidate understanding that they are taking direction from the senior management, this will reflect the atmosphere within the office, as it is an on-site job advert. Therefore by the content creator respecting the senior management and using their feedback effectively, the atmosphere within the company will be positive and this will increase workflow and production. This benefits all employees, especially the other content creator who is on the same level within the hierarchy as the social media manager/content creator job role. 

If the social media manager understands to take direction from the senior management and knows their place within the hierarchy, this will increase the standard of content that is created (due to the feedback from the senior departement) which will reflect on both themselves, and the other content creator as they work and create content together. However, if the SMM doesn't understand their place within the hierarchy and refrains from reporting to the senior management, this will impact the work that the other content creator produces, affecting their job role, because they make the content together, therefore if they do not receive feedback or direction from the seniors, then their work value will decrease and ultimately jeopardise both their roles within the organisation.