Overcome The Digital
Skills Gap With Free
Social Media Education
YOU CAN USE COURSES, WEBINARS AND MORE TO
BETTER UNDERSTAND SOCIAL MEDIA
D
DESPITE MORE of our everyday life moving online, many
of us still don't know how to properly use the technological
tools available in the workplace. In fact, over 90 percent of
companies say that their workforce lacks digital skills, especially
in areas like social media.
With this lack of skills costing U.S. businesses an estimated $1
trillion per year, education is becoming the most powerful way
for businesses and individuals to begin closing the digital skills
gap.
THE SOCIAL MEDIA SKILLS GAP
Within the digital skills gap, social media is one of the most
important areas to focus on. As one of the most accessible forms
of digital media, social is becoming an integral part of today's
workforce.
Nine out of 10 businesses are now on social media, and they're
not only using it to engage with their audience or promote
their products-they're using it to transform the way they
operate internally. Forward-thinking companies are using it for
employee advocacy, recruiting potential hires and propelling
internal communications. Workplace by Facebook, for example,
is making cross-functional collaboration and sharing news
across an organization a lot easier.
According to Cameron Uganec, senior director of social,
community and education at Hootsuite, "These advancements
mean that employees are being asked to use social media more
often and in unfamiliar ways." And without the right skills,
work itself is bound to suffer.
What's concerning is that despite this potential dent in business
performance, only 46 percent of companies are investing in
developing their employees' digital skills.
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A SOLUTION IN SOCIAL MEDIA EDUCATION
Basics like social media etiquette are already being taught in the
classroom, and educational institutions are partnering up with
businesses and social media professionals to develop the relevant
coursework needed get students up to speed.
Hootsuite's Student Program, for example, offers free
coursework and certification to help professors and educators
bring social into their classrooms. "This program helps students
master professional social media skills through hands-on
practice," Uganec explains. "As a result, they're gaining a type
of expertise that's in high demand and they're entering the
workforce better prepared to work in a digitally connected
world."
For those with their formal school years already behind them,
social media education is coming in the form of on-the-job
training programs. "Companies are beginning to acknowledge
social media literacy as a critical job skill," says Uganec. "We're
seeing a steady increase in on-the-job social media training and
education offerings as a result."
In fact, Altimeter reports that 50 percent of companies surveyed
are planning on providing an internal social education program
for their employees. The same report notes that spending on
corporate training has risen to $70 billion for U.S. businesses.
"Not only does social media education help employees cope
with changes in their industry, it can benefit the business
overall," Uganec explains. "Employee advocacy and engagement
both increase within properly educated workforces, and
education plays a big part in reducing the likelihood of a
social media gaffe that turns into a nightmare for your PR
department."