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Benden sosyal medya uzmanı olur mu? Türkiye’de yayınlanan iş ilanlarındaki gerekli beceri ve nitelikler üzerine betimsel bir içerik analizi

Yıl 2023, , 592 - 611, 29.09.2023
https://doi.org/10.26466/opusjsr.1341187

Öz

Dijital becerilerdeki taleplerin artışı iletişim sektöründe son yıllarda yayınlanan iş ilanlarında dikkati çekmektedir. Bu çalışmanın amacı da dijital becerileri doğrudan ilgilendiren sosyal medya uzmanlığı pozisyonu için sıklıkla talep edilen beceri ve nitelikleri Türkiye kapsamında ortaya koymaktır. Bunun için Türkiye’deki ajansların ilanlarını yayınlayan Bigumigu.com ve Mediacat.com sitelerinde yayınlanmış olan 244 ilan üzerinde betimsel içerik analizi uygulanmıştır. Analiz neticesinde ilanların en baskın talebinin yıl bazında tecrübe olduğunu söylemek mümkündür. Ajans tecrübesine sahip olmak, akıcı İngilizce konuşabilmek, takım çalışmasına yatkınlık ve yüksek iletişim becerisine sahip olmak ilanlarda en çok talep edilen niteliklerin başında gelmektedir. Dijital içerik yönetimi, dijital reklam yönetimi, veri analitiği, tasarım, raporlama ve sunum yapabilme becerileri de en sık talep edilen becerilerdendir. Araştırmada elde edilen en sürpriz sonuç, ajansların bir üniversite eğitimini şart koşmuyor olmalarıdır. Yaklaşık her beş ilandan dördü diploma şartını aramamaktadır. Sektörün ihtiyaçlarına cevap verebilmek ve nitelikli mezunlar yetiştirebilmek için üniversitelerin eğitim müfredatlarını bu taleplere göre güncellemeleri önem arz etmektedir.

Kaynakça

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Can I become a social media specialist? A descriptive content analysis on the skills and qualifications necessary in job postings in Türkiye

Yıl 2023, , 592 - 611, 29.09.2023
https://doi.org/10.26466/opusjsr.1341187

Öz

The increase in the demand for digital skills has attracted attention in job postings published in the communication sector in recent years. The aim of this study is to reveal the frequently demanded skills and qualifications for the position of social media specialist, which is directly related to digital skills, in the context of Türkiye. For this purpose, descriptive content analysis was employed on 244 job postings published on Bigumigu.com and Mediacat.com, which publish the job postings of agencies in Türkiye. As a result of the analysis, it is possible to say that the most dominant demand of the job postings is experience in terms of years. Having agency experience, being fluent in English, being able to work in a team and having high communication skills are among the most demanded qualifications. Digital content management, digital advertising management, data analytics, design, reporting, and presentation skills are also among the most frequently requested skills. The most surprising result of the research is that agencies do not require a university education. It is important for universities to revise their curricula on the basis of these demands to respond to the needs of the sector and to train qualified graduates.

Kaynakça

  • AbdElall, S., Ramahi, A., Seliger, G., & IEEE. (2012). Shaping Qualification Profiles of Engineering Graduates Based on ABET and Employment Demand. 159–166.
  • Akyazı, E. (2018). İletişim fakültelerinde sosyal medya eğitimi. International Journal of Social Sciences and Education Research, 4(4), Article 4. https://doi.org/10.24289/ijsser.470351
  • Arslan, A., & Duğan, Ö. (2019). Türkiye’de ve Amerika’da Halkla İlişkiler Mesleğine Bakış Açısının İş İlanları Üzerinden Karşılaştırılması. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 42.1, Article 42.1.
  • Aşkın, A., Çetin, F., & Çabuk, Y. (2020). Üniversite-Sanayi İşbirliği Uygulamasının Mobilya ve Dekorasyon Programı Mezunları Açısından Değerlendirilmesi. Bartın Orman Fakültesi Dergisi, 22(2), Article 2. https://doi.org/10.24011/barofd.752604
  • Avery, J. (2013). Advertising Campaign Planning (4th edition). The Copy Workshop.
  • Bernhard, J., & Russmann, U. (2023). Digitalization in public relations-Changing competences: A longitudinal analysis of skills required in PR job ads. Public Relations Review, 49(1), 102283. https://doi.org/10.1016/j.pubrev.2022.102283
  • Büyükaslan, A., & Mavnacıoğlu, K. (2017). İletişim Fakültesi Ders Müfredatlarının Sektörün Nitelikli İşgücü Talebine Uyumu. Uluslararası Kültürel ve Sosyal Araştırmalar Dergisi, 3(2), Article 2. Can, S. (2018). İletişim Eğitiminde Akademi ve Sektör Beklentileri Üzerine Bir Araştırma. Humanities Sciences, 13(3), Article 3.
  • Çelik, S. (2011). Kütüphaneci Eğitiminde Mentorluk Uygulaması: Doğuş Üniversitesi Kütüphanesi Örneği. Bilgi Dünyası, 12(2), 295–318. https://doi.org/10.15612/BD.2011.199
  • Christine, C. (2008). Education In The Textile And Apparel Industry: Meeting The Needs Of The Global Marketplace. 86th Textile Institute World Conference, Vol 1, Conference Proceedings.
  • Ciochina, R. S., Cismaru, D. M., & Scurtu, R. B. (2019). The Role of Digital Skills in Pr. In L. G. Chova, A. L. Martinez, & I. C. Torres (Eds.), 12th International Conference of Education, Research and Innovation (iceri2019) (pp. 10885–10891). Iated-Int Assoc Technology Education & Development. https://www.webofscience.com/wos/woscc/full-record/WOS:000530212400132
  • Cohen, L., Manion, L., & Morrison, K. (2007). Research Methods in Education (6th edition). Routledge.
  • Creswell, J. W. (2015). 30 Essential Skills for the Qualitative Researcher (First Edition). SAGE Publications, Inc.
  • Dağtaş, E., & Kaymas, S. (1998). Türkiye’de İletişim Eğitimi Üzerine Öneriler. Kültür ve İletişim, 1 (2)(2), Article 2.
  • Daugherty, E. L. (2011). The public relations internship experience: A comparison of student and site supervisor perspectives. Public Relations Review, 37(5), 470–477. https://doi.org/10.1016/j.pubrev.2011.09.010
  • Dewey, J. (1997). Experience And Education (Reprint edition). Free Press.
  • Dewey, J. (2005). Art as Experience (1st edition). TarcherPerigee.
  • Dewey, J. (2015). Democracy and Education: An introduction to the philosophy of education. CreateSpace Independent Publishing Platform.
  • Flynn, T. (2014). Do They Have What It Takes? A Review of the Literature on Knowledge, Competencies, and Skills Necessary for Twenty-First-Century Public Relations Practitioners in Canada. Canadian Journal of Communication, 39(3), 361–384.
  • Fourati-Jamoussi, F., Dubois, M., Chedru, M., & Belhenniche, G. (2021). Education for Sustainable Development and Innovation in Engineering School: Students’ Perception. Sustainability, 13(11). https://doi.org/10.3390/su13116002
  • Gazquez, J., Delgado, M., Gras, J., Lova, J., Gomez, M., & Zbiec, M. (2021). Lack of skills, knowledge and competences in Higher Education about Industry 4.0 in the manufacturing sector. Ried-Revista Iberoamericana De Educacion A Distancia, 24(1), 285–313. https://doi.org/10.5944/ried.24.1.27548
  • Gizzi, M. C., & Rädiker, S. (Eds.). (2021). The Practice of Qualitative Data Analysis: Research Examples Using MAXQDA. Maxqda Press.
  • Gollin, M. (2020). Social Media Job Titles and Salaries. Brandwatch. https://www.brandwatch.com/blog/social-media-job-titles-and-what-they-mean/
  • Gregory, A. (2015). Planning and Managing Public Relations Campaigns: A Strategic Approach (Fourth edition). Kogan Page.
  • Güler, H. N. (2020). Türk Bankacılık Sektöründe Çalışan Adaylardan Beklenen Kişisel Niteliklere Yönelik Bir Araştırma. 1(2), 19.
  • Gülsünler, M. E. (2008). Halkla İlişkiler Eğitimi. Tablet Kitabevi.
  • Heggart, K., & Dickson-Deane, C. (2022). What should learning designers learn? Journal Of Computing in Higher Education, 34(2), 281–296. https://doi.org/10.1007/s12528-021-09286-y
  • https://www.kariyer.net/. (2023). Sosyal Medya Uzmanı Nedir? Ne İş Yapar? Sosyal Medya Uzmanı Nedir? https://www.kariyer.net/pozisyonlar/sosyal+medya+uzmani/nedir
  • https://www.nationalskillscommission.gov.au/. (2020). Social Media Specialists | National Skills Commission. https://www.nationalskillscommission.gov.au/reports/emerging-occupations/25-emerging-occupations/online-engagement/social-media-specialists
  • https://www.yok.gov.tr/. (2023). YÖK Yükseköğretimde Yeni İstatistikler. https://www.yok.gov.tr/Sayfalar/Haberler/2023/yuksekogretimde-yeni-istatistikler.aspx
  • Jashari, X., Fetaji, B., & Guetl, C. (2022). Assessment of Digital Skills in the Context of Social Media. In M. E. Auer, H. Hortsch, O. Michler, & T. Kohler (Eds.), Mobility for Smart Cities and Regional Development—Challenges for Higher Education, Vol 1 (Vol. 389, pp. 467–479). Springer International Publishing Ag. https://doi.org/10.1007/978-3-030-93904-5_47
  • Kassem, H., Al-Zaidi, A., & Baessa, A. (2021). Effectiveness of Work-Integrated Learning Partnerships: Case Study of Cooperative Education in Agricultural Tertiary Education. Sustainability, 13(22). https://doi.org/10.3390/su132212684
  • Kim, S., Lim, J., Park, J., & Jung, T. (2012). Diagnosis of Current Employment in Architectural Student Responding to Korean Construction Market (J. Zheng, X. Du, W. Yan, Y. Li, & J. Zhang, Eds.; Vols. 450–451, pp. 140–144). https://doi.org/10.4028/www.scientific.net/AMR.450-451.140
  • Kılınç, Ö., & Akyol, M. (2018). Kurumsal İletişim İş İlanlari Üzerine Bir Değerlendirme. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 3(1), Article 1.
  • Knights, K. (2010). Strategic Planning in Public Relations (2nd edition). Thorogood.
  • Kokt, D., & Strydom, A. (2014). Reflecting On Industry and Student Expectations for Working in the Tourism And Hospitality Industry: A Case Study. South African Journal For Research In Sport Physical Education And Recreation, 36(1), 119–130.
  • Krippendorff, K. (2004). Reliability in Content Analysis: Some Common Misconceptions and Recommendations. Human Communication Research, 30(3), 411–433. https://doi.org/10.1111/j.1468-2958.2004.tb00738.x
  • Krippendorff, K. H. (2003). Content Analysis: An Introduction to Its Methodology (2nd edition). Sage Publications, Inc.
  • Lacy, S., Watson, B. R., Riffe, D., & Lovejoy, J. (2015). Issues and Best Practices in Content Analysis. Journalism & Mass Communication Quarterly, 92(4), 791–811. https://doi.org/10.1177/1077699015607338
  • Lane, A. B., & Johnston, K. A. (2017). Bridging the writing gap between student and professional: Analyzing writing education in public relations and journalism. Public Relations Review, 43(2), 314–325. https://doi.org/10.1016/j.pubrev.2017.02.008
  • Lindberg, L. (2000). Forest industry worried over human resources: Student recruitment demands concetrated efforts. Paperi Ja Puu-Paper And Timber, 82(2), 84–86.
  • Meganck, S., Smith, J., & Guidry, J. P. D. (2020). The skills required for entry-level public relations: An analysis of skills required in 1,000 PR job ads. Public Relations Review, 46(5), 101973. https://doi.org/10.1016/j.pubrev.2020.101973
  • Morales-Trujillo, M., & Garcia-Mireles, G. (2019). Participating in an Industry Based Social Service Program: A Report of Student Perception of What They Learn and What They Need (M. Ganzha, L. Maciaszek, & M. Paprzycki, Eds.; pp. 861–870). https://doi.org/10.15439/2019F279
  • Morgan, N., Pritchard, A., & Pride, R. (2004). Destination Branding: Creating the Unique Destination Proposition (2nd edition). Butterworth-Heinemann.
  • Morkoç, D., & Doğan, M. (2014). Meslek yüksekokulu mezunu çalışanların mesleki eğitime yönelik görüşleri: Çanakkale Onsekiz Mart Üniversitesi örneği. Ejovoc (Electronic Journal of Vocational Colleges), 4(4), Article 4. https://doi.org/10.17339/ejovoc.66071
  • Mozahem, N. (2021). The online marketplace for business education: An exploratory study. International Journal Of Management Education, 19(3). https://doi.org/10.1016/j.ijme.2021.100544
  • Nalçaoğlu, H. (1998). İletişim Eğitimi. Kültür ve İletişim, 1 (2)(2), 13–45.
  • Neuendorf, K. A. (2001). The Content Analysis Guidebook (First Edition). SAGE Publications, Inc.
  • Özarslan, Z. (2019). Türkiye’de Lisans Düzeyindeki Yeni Medya Eğitimi ve Sektör Beklentileri Üzerine Bir Değerlendirme. Moment Dergi, 6(1), Article 1. https://doi.org/10.17572//mj2019.1.150175
  • Özer, Ö. (2006). Türkiye’de İletişim Eğitimi: Ankara’da Ulusal Medyada Görev Yapan Muhabirlerin Düşünceleri ve Araştırmayla Gelen Öneriler. Kocaeli Üniversitesi İletişim Fakültesi Araştırma Dergisi, 8, Article 8.
  • Öztürk Dağabakan, F. (2019). Türkçe ve Almanca Sosyal Medyada Gençlik Dili. International Journal of Language Academy, 5(17), Article 17. https://doi.org/10.18033/ijla.3691
  • Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picture may be worth more than a thousand Twitter words. Computers in Human Behavior, 62, 155–167. https://doi.org/10.1016/j.chb.2016.03.084
  • Plaksina, T., Gray, M., & Thomas, K. (2017). Getting Off the Engineering Enrollment Rollercoaster: Interaction Between Academia and Upstream Petroleum Industry. In Strategies For Increasing Diversity In Engineering Majors And Careers (pp. 260–286). https://doi.org/10.4018/978-1-5225-2212-6.ch012
  • Robinson, P. B., & Sexton, E. A. (1994). The effect of education and experience on self-employment success. Journal of Business Venturing, 9(2), 141–156. https://doi.org/10.1016/0883-9026(94)90006-X
  • Saldana, J. (2015). The Coding Manual for Qualitative Researchers (3rd ed.). SAGE Publications Ltd.
  • Saruan, N., Sagran, A., Fadzil, K., Razali, Z., San, R., & Somasundram, C. (2015). Connecting Learners: The Role of Biotechnology Programme in Preparing Students for the Industry. Biochemistry And Molecular Biology Education, 43(6), 460–467. https://doi.org/10.1002/bmb.20892
  • Şentürk, Z. A., & Fidan, Z. (2016). İş İlanlari Üzerinden Halkla İlişkilerin Mesleki Profili. Manisa Celal Bayar Üniversitesi Sosyal Bilimler Dergisi, 14(1), Article 1. https://doi.org/10.18026/cbusos.23130
  • Sha, G. M. B. B. L. (2013). Cutlip and Centers Effective Public Relations. Pearson.
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  • Smith, D., Leonis, T., & Anandavalli, S. (2021). Belonging and loneliness in cyberspace: Impacts of social media on adolescents’ well-being. Australian Journal of Psychology, 73(1), 12–23. https://doi.org/10.1080/00049530.2021.1898914
  • Smith, R. D. (2004). Strategic Planning for Public Relations (2nd edition). Routledge.
  • Social Media Center. (2018). 10 Must-Have Skills For Social Media Specialist. Social Media Center. https://medium.com/academyusmc/10-must-have-skills-for-social-media-specialist-a010ad817dee
  • Ting, W., & Su, L. (2008). The Research on the Employability Model of the Chinese University Students of Real Estate Major (C. Feng, M. Yu, & Z. Zhao, Eds.; pp. 471–475).
  • Todd, V. (2014). Public relations supervisors and Millennial entry-level practitioners rate entry-level job skills and professional characteristics. Public Relations Review, 40(5), 789–797. https://doi.org/10.1016/j.pubrev.2014.05.002
  • Tokgöz, O. (2003). Türkiye ’de İletişim Eğitimi: Elli Yıllık Bir Geçmişin Değerlendirilmesi. Kültür ve İletişim, 6 (1)(11), Article 11.
  • Torpey, E. (2016). Social media specialist: Career Outlook: U.S. Bureau of Labor Statistics. https://www.bls.gov/careeroutlook/2016/youre-a-what/social-media-specialist.htm
  • Tükeltürk, Ş. A., & Balcı, M. (2014). Üniversitelerde mentorluğun kurumsallaştırılması süreci, önemi ve kazanımları; Çanakkale Onsekiz Mart Üniversitesi üzerine bir inceleme. Organizasyon ve Yönetim Bilimleri Dergisi, 6(1), Article 1.
  • Üçler, N., & Büyükçelikok, T. Ö. (2021). İletişim Fakültesi Müfredatlarının Medya Sektörü İş İlanları Üzerinden Sektörel Beklentileri Karşılama Yeterliğinin İncelenmesi. Gaziantep University Journal of Social Sciences, 20(3), Article 3. https://doi.org/10.21547/jss.879093
  • Uzun, R. (2007). İstihdam sorunu bağlamında Türkiye’de iletişim eğitimi ve öğrenci yerleştirme. İletişim Kuram ve Araştırma Dergisi, 25, 117–134.
  • van Dijk, J. A. G. M., & van Deursen, A. J. A. M. (2014). Digital Skills—Unlocking The Information Society. Palgrave Macmillan.
  • Verma, A., Frank, P., & Lamsal, K. (2021). An exploratory study of skill requirements for social media positions: A content analysis of job advertisements (arXiv:2106.11040). arXiv. https://doi.org/10.48550/arXiv.2106.11040
  • Wang, Y., & Tsai, C. (2014). Employability of Hospitality Graduates: Student and Industry Perspectives.
  • Journal Of Hospitality & Tourism Education, 26(3), 125–135. https://doi.org/10.1080/10963758.2014.935221
  • Yalçıntaş, A., & Akkaya, B. (2019). Türkiye’de Akademik Enflasyon: “Her İle Bir Üniversite Politikası” Sonrasında Türk Yükseköğretim Sistemi. Ankara Üniversitesi SBF Dergisi, 74(3), Article 3. https://doi.org/10.33630/ausbf.551330
  • Yang, C. (2016). Instagram Use, Loneliness, and Social Comparison Orientation: Interact and Browse on Social Media, But Don’t Compare. Cyberpsychology, Behavior, and Social Networking, 19(12), 703–708. https://doi.org/10.1089/cyber.2016.0201
Toplam 74 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim Eğitimi, Sosyal Medya Çalışmaları, Yeni İletişim Teknolojileri
Bölüm Research Articles
Yazarlar

Mustafa Cıngı 0000-0002-9688-8627

Erken Görünüm Tarihi 30 Eylül 2023
Yayımlanma Tarihi 29 Eylül 2023
Yayımlandığı Sayı Yıl 2023

Kaynak Göster

APA Cıngı, M. (2023). Can I become a social media specialist? A descriptive content analysis on the skills and qualifications necessary in job postings in Türkiye. OPUS Journal of Society Research, 20(55), 592-611. https://doi.org/10.26466/opusjsr.1341187