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There has been considerable debate about the comparative advantages ofmarketing education emphasizing theoretical knowledge and applied skills. Thecurrent study investigated the skills necessary for entry-level marketingpositions, specifically that of Social Media Manager (SMMgr) and Social MediaMarketer (SMMkt). Data was collected from Indeed.com using a web crawler toextract job postings for SMMgr and SMMkt. A total of 766 and 654 entry-leveljobs for SMMgr and SMMkt, respectively, across the entire United States, wascollected. Independent raters separately analyzed the data for keywords andcategories. Findings suggest that the most desired skills are occupationaldigital marketing skills. Other relevant skill categories includedcommunication, employee attributes, problem-solving, and information technologyskills. This study extends the current literature by highlighting the desiredskills prevalent across the social media industry. The findings also haverelevance in designing the marketing education curriculum, specifically inisolating core skills that could be integrated into the marketing courses.

An exploratory study of skill requirements for social media positions: A content analysis of job advertisements