With new social media platforms popping up every day, how do you decide which sites your company should have a presence on?
In today’s business world, social media marketing is a strategy that no company can afford to ignore. With new social media platforms popping up every day, how do you decide which sites your company should have a presence on?
Below is a list of the top social media sites, along with the reasons you should—or shouldn’t—consider maintaining an active profile or page on each platform.
As the largest social media platform in the world with over a billion active users, Facebook is a social media platform that cannot be ignored. Unless your company is niche business that deals mainly on a B2B basis with a very specific and narrow type of audience, and doesn’t need to have a public way to interact with or provide content to your target demographic, your company should maintain a Facebook page.
Although most companies place Facebook at the forefront of their social media efforts, a small number of companies have decided to abandon Facebook in recent years. This abandonment is due to Facebook’s practice of modifying the algorithms that determine which posts appear on each users’ News Feed, which in turn has resulted in fewer company posts getting seen by a page’s followers.
Because of this, companies now have to spend money on Facebook ads or boosted posts to reclaim a prominent place in their followers’ News Feeds.
Having to “pay to play” for what used to be free has caused some companies to rethink or alter their Facebook strategy. That being said, only companies that have had considerable and measurable success on other social media platforms should consider leaving Facebook at this time.
Twitter focuses on brief, real-time communication, with almost 6,000 tweets posted every minute. Because of this, tweets can quickly become buried in a user’s Twitter feed. Due to this fast paced atmosphere, it is important to tweet at least a few times a day if you want to have any sort of visibility.
If your company doesn’t have enough content or commentary at its disposal to maintain an active presence on Twitter, you should consider focusing your company’s social media efforts elsewhere.
A major caveat to this rule applies to companies that frequently interact with their customers regarding questions or comments about their products or services. Twitter is the social media platform that customers are most likely to turn to when they have questions or complaints about a company.
Because of this, these types of companies should have a customer service specialists monitoring their Twitter account on a daily basis for any potential customer questions or complaints. According to a survey of Twitter users, 42 percent of customers expect to receive a response to a customer service complaint within one hour, so waiting to respond until the next business day could seriously hurt your businesses’ reputation.
LinkedIn is the most prominent social network for professionals. It’s an extension of old-fashioned, face to face social networking, and should be used as an avenue to connect with your colleagues, as well as potential business leads and referral partners.
If you run a B2B business, you should have both a personal and company profile on LinkedIn to increase the visibility of your company among other professionals in your field. Engaging in LinkedIn groups, both through posting and commenting on other posts, is another great way to build the professional reputation of individual members of your team.
Top-level members of your management team should also consider posting original articles on LinkedIn’s Publisher feature to improve the reputation and credibility of that individual, as well as your company.
Although Google+ is a platform that has never caught on in comparison to competitors like Facebook, the fact that Google+ is a Google product should make you still seriously consider investing time on this site. Content that is posted on Google+ is picked up by Google’s search engines in a way that content from other social media sites isn’t, so if you are looking to increase your company’s SEO, your company should be on Google+.
Another reason to have a profile on Google+, especially for local, service-oriented businesses, is Google+ reviews. Once a company receives five Google+ reviews, the number of stars associated with your business will show up directly on Google search results. Having a high rating on Google+ reviews will greatly impact the reputation of your company.
Pinterest is a visual platform in which people can “pin” pictures and other content to their boards. This content usually consists of products that the user likes, and therefore, is the leading platform for website traffic referrals.
If you run any sort of business that’s core business consists of products dealing with home decorating, fashion, recipes or any other product that is visually appealing—especially to targeting women—your company should have an active presence on Pinterest.
Instagram is currently the best platform to reach out to teenagers and other people that love a good image or short video. The difference between Pinterest and Instagram is that pictures shared on Instagram primarily focus on photos of people, landscapes, and the like as opposed to products, so companies such as travel companies, magazines or any other companies that have access to high-quality images of people using their products should be on Instagram.
Using any sort of stock photography on Instagram is considered a major faux pas and should be avoided at all costs.
Even though you should consider having a social media profile on each of the relevant platforms above for your business, remember that having an inactive social media profile might be worse than not having a profile at all. However, if you are busy and unable to consistently stay active on social media, then there is a variety of software available to help schedule posts such as Hootsuite, TweetDeck, SproutSocial, etc. Because of this, it is important to have a social media strategy in place before you set up your social media accounts.
Be sure set goals ahead of time, such as the number of times your company should be posting, tweeting or pinning per week. Once you develop your social media strategy, make sure you have the resources to properly execute your strategy.
If you find yourself unable to maintain an active social media presence with your current staff level, you should either hire a social media professional to manage your social media efforts, or enlist a marketing firm to manage your social media presence on your platforms. You can do yourself a disservice trying to do it yourself and doing it poorly, and consequently damaging your brand. Get it right from the start, work with a professional for a minimum of 90 days to learn and perfect your own social media craft.
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Client agency relationships: confessions of an ex-client
Posted on June 22, 2016 by Bruno Gralpois.
This post is by Bruno Gralpois, co-founder of Agency Mania Solutions, a premier service and technology firm specialising in helping large brand advertisers realise the transformational value of managed partnerships.
The uneasy truth about being a client and what it means to build lasting partnerships in today’s cut-throat environment.
I’d like to confess. Actually, I have multiple confessions to make. Four to be precise. No worries. This is not a remake of “Confessions of a Dangerous Mind” (2002), so they won’t keep you up at night.
Client agency relationship confessions
But if you’ve ever been a client, you too would have much to say. By now, we can all agree that the client/agency relationship is no longer what it used to be. Long gone are the days of long-lasting relationships where it took a major blowup for the partnership to be at risk.
Now, relationships are very fragile. So fragile indeed that the only thing that might keep an agency from walking over the deadly precipice of a separation is a performance improvement plan (PIP) and a 90-day termination clause, which is increasingly shorter as clients ask for more flexibility and are unwilling to commit long term.
I’ve had the opportunity to work as a client many times over and manage a complex set of relationships with incredibly talented agencies and their holding companies. Managing agency partnerships successfully is both an art and a science.
Because it’s both, it’s subject to many challenges, biases and other intangibles that are part of our daily lives. Ignoring them is risky. Acknowledging and embracing them is a first step toward overcoming most common challenges.
Confession #1: Most clients don’t understand the agency business.
That’s the reality. I was lucky to have worked at agencies before, but most clients have never had this experience. It puts them at a disadvantage because it’s hard to fully understand how agencies operate, how they manage their P&L and why they behave the way they do at times, unless you’ve walked in their shoes.
What can be done to address this? Some agencies do a very good job of sharing with their client the unique operational nuances of their business and how these might impact the relationship or how it’s managed. I always encourage clients to spend time at their agencies to experience firsthand the inner workings of the agency life.
Some clients organise agency days where client teams get to spend time with their agency counterparts in their offices. The better you understand the agency business, the better equipped you are to build mutually beneficial partnerships.
Confession #2: Too many clients think agencies are operating with fat or hidden margins.
Last year’s ANA survey, “Enhancing Client Agency Relationships,” demonstrated the huge gap in perception as it relates to compensation. Only 40% of agencies feel that their compensation arrangements are fair, while 72% of clients feel that they are.
One-third of agencies actually disagree or strongly disagree. It’s not new. The era of “Mad Men” in the 1960s, populated with alpha male characters like Don Draper, hasn’t helped and is still trailing in clients’ minds: agencies are perceived to be operating with fat margins that pay for the extra martinis.
The lack of transparency further accentuated by the recent debacle of AVBs and media rebates continues to fuel the perception that agencies are always finding ways to make up for profitability in ways that are not always clear to the client.
What is the solution?
Well, greater transparency around agency compensation and more accurate reporting go a long way to address this perception gap. Well-informed clients know that when agencies make reasonable profits, it allows agencies to secure and assign top talent, which ultimately benefits their clients.
Confession #3: Too many clients don’t know that they are bad partners.
Collaborating effectively with an agency is a skill set that most clients acquire over the years. They have the scars to prove it. And there are a number of benefits of being a great client. The work produces better results and you end up attracting the best agency talent over time. Everyone at the agency wants to work on your business, and as a result, the work continues to flourish.
What does it mean to be a good client?
Provide strong guidance. Set clear expectations. Encourage risk-taking and autonomy. Push the envelope. Challenge the work in constructive ways. Provide direct, timely and actionable feedback. Lead by example. And the list goes on.
Unfortunately, too many clients don’t know that they are bad clients. In the same ANA study referenced earlier, only 36% of agencies don’t think the client approval process works well, while over half of clients (54%) feel it does. Only 27% of agencies think clients provide clear assignment briefings to them, while 58% of clients think they do.
Open, direct feedback and 360-degree client/agency evaluations allow clients to learn the important role they play in building a productive relationship with their agencies, and how to become better clients over time.
Confession #4: Clients significantly impact how agencies behave or perform.
The most progressive clients welcome the opportunity to conduct self-assessments or get feedback from their agencies about their role in the partnership.
Many times, I’ve seen clients complain about the lack of strategic insight brought forward by the team without realising that their fee-reduction efforts may have led the agency to remove critical staffing resources that would be tasked to fulfil that role.
They may unintentionally do something that gets in the way of an outcome they desire. Is the client adequately training the agency? Is the client providing clear guidance and the resources needed for it to be successful? Is the client giving the agency enough time or access to resources to think proactively or innovate on the account? Is the client cutting budgets that might impact the quality of resources available to the agency?
Client decisions around agency assignments or budgets tend to have a domino effect on the agency relationship, which is felt later on and is likely to shape the relationship for the foreseeable future.
IBM’s Watson has changed the advertising industry, and Ad Agency Heads are denying it and burying their heads in the sand! It’s time to wake up and work with technology that is replacing known industry standards, experience and know how! Technology is changing the way we communicate, and we need to work with it, rather than deny it, please read this story below by Emily Tan
In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named “Albert”. Since then it has more than tripled its ROI and increased its customer base by 30%.
Headquartered in the US, with ecommerce sites in the UK, Australia, Germany, France, Italy and Canada, Cosabella decided to engage Adgorithms (the creator of Albert) out of frustration with its digital ad agency.
“We know our brand best and communicating it to the advertising agency became time-consuming and difficult,” Courtney Connell, marketing director of Cosabella, said, declining to name the agency as they really were “very lovely people” who she had no wish to disparage.
Connell grew concerned when the retailer went through a flat quarter. “It was very scary, particularly when we enjoyed double-digit growth all the previous quarters.”
After parting ways with the agency, Connell looked around for alternatives and decided to try using an AI platform instead of building up a larger in-house team.
As a first test, Adgorithm’s Albert was tasked with identifying and converting high-value audiences. It was given Cosabella’s paid search and social media marketing efforts to manage and was allowed to autonomously execute Cosabella’s digital marketing efforts using creative and KPIs provided by the brand.
In the first month alone, Albert increased Cosabella’s search and social return-on-ad-spend (ROAS) by 50% and decreased its adspend by 12%.
On Facebook specifically, Albert produced a 565% increase in ROAS within his first month. By month three, Albert had increased Cosabella’s ROAS to 336% – a 155% increase over the previous quarter.
Overall, Albert’s work in the last quarter of 2016 contributed strongly towards the company’s 37% increase in overall website sessions, a 30% increase in new users, and 1,500 more transactions.
“After seeing Albert handle our paid search and social media marketing, I would never have a human do this again,” Connell said.
One of the biggest changes Albert has achieved, she added, was to grow the revenue Cosabella gained from social media. “Prior to Albert, only 5-10% of our revenue came from social media. Now, social media consistently accounts for 30% of our paid revenue. Albert’s success driving conversions on Facebook resulted in a 2000% increase in purchases originating from the channel.”
Agency versus AI
In terms of fees, Albert is no cheaper than an agency, Connell said. “An ad agency will charge 15-20% of your media spend. Albert charges 18% and had no monthly cost or implementation fee.”
Working with Albert has been seamless with no development or down time. “He doesn’t sleep, he’s fast, he doesn’t get into a fight with his girlfriend and lose focus,” Cornell commented, speaking of Albert as if of a favourite employee.
On Black Friday, Cornell recalls waking up at 2am in a panic, anxious that the campaigns Cosabella was running were not gaining the traction it was counting on. “But Albert was there, managing everything perfectly.”
Albert is capable of moving budgets into any of the areas he manages, and if ROAS is routinely above target, he’ll recommend a budget increase. “We’re meeting our KPISs across all channels,” Connell said.
There is a place for agencies in marketing, she mused, but it does not lie in managing paid-search, social and display campaigns. “I wouldn’t want a human to do this, it would be a terrible life. I do not see these skills as being relevant in future for a human.”
Working with an AI
Although Albert had no trouble getting to work, Connell and her team had a learning curve to navigate, she said.
“It required a mindset change. Don’t give the AI a set creative focus. Instead, give him [Albert] different elements. Albert tests different copy with different photos and spends the first couple of weeks optimising,” she said. “Once he’s optimised your campaigns he’ll start to make his own.”
Albert, she continued, is capable of creating micro-segments of men and women customers based on micro-patterns, turning the three broad personas the marketing team used in house into hundreds of finely tune personas.
“I would say that, what’s cool about AI is that it doesn’t think about people in the same way we think about people. What Albert does, he optimises for each microsegment that he makes. He wants to speak to the woman however she wants to be spoken to, and he’ll do it with the brand assets he’s been given,” Connell said. “For example, if you described a human or an object you’d list about ten things. AI will understand subtle manoeuvres that humans would not deem relevant most of the time. And he never forgets.”
It would be a mistake for marketers to try and set audience target perimeters too rigidly when dealing with an AI, she commented. “This frustrated me too at first. But you have to give the AI the freedom to test and experiment. This way it can find micro groups of potential customers you have missed.”
Albert will also analyse the keywords used by competitors and suggest if the brand needs to start targeting those areas.
“He’s notified us that all our competitors are running promotions at a time we weren’t, so we should probably get on that. He has also told us that ads with humans perform 50% better than still life. So we should give him more creative assets with humans,” Connell explained.
One of the things Cosabella has benefited most from is Albert’s ability to detect “fatigue”: “He’ll tell us when he feels a creative concept is ‘fatiguing’, that is, its click rate is going down and interactions are dropping.”
Connell is so pleased with Albert that she’s currently testing another AI platform specialising in website management. “Otherwise it’s funny. Here we have Albert doing all this awesome stuff for us, but once the consumer lands on our site it’s bye-bye Albert.”
AI platforms are designed to be intensely specialised, she explained. So instead of trying to turn Albert into more of a multi-tasker, Adgorithms has identified partners to work with. “We’re working out a handshake between Albert and Sentient, the AI we have on our platform.”
If you pull out your phone to check Twitter while waiting for the light to change, or read e-mails while brushing your teeth, you might be what the American Psychological Association calls a “constant checker.” And chances are, it’s hurting your mental health.
Last week, the APA released a study finding that Americans were experiencing the first statistically significant stress increase in the survey’s 10-year history. In January, 57 percent of respondents of all political stripes said the U.S. political climate was a very or somewhat significant source of stress, up from 52 percent who said the same thing in August. On Thursday, the APA released the second part of its 1 findings, “Stress In America: Coping With Change,” examining the role technology and social media play in American stress levels.
The highest stress levels, it should be noted, are reserved for those who constantly check their work e-mail on days off. Their average stress level is 6.0. So those of you who think it’s somehow pleasant to work from home on a Saturday afternoon, you’re actually fooling yourself. (Good news, there is certainly a way to fight burnout.)
About 42 percent of constant checkers specifically point to political and cultural discussions as causing stress. And the impacts play out in real life—35 percent of constant checkers say they are less likely to spend time with family and friends because of social media.
If the first step toward recovery, however, is admitting there is a problem, Americans are on their way. Some 65 percent of respondents said “unplugging” or taking a “digital detox” is important. But alas, knowing you have a problem is not the same as fixing it: Only 28 percent of those Americans say they take their own advice.
For those looking to manage their social media usage, Anthony L. Rostain, professor of psychiatry at the Hospital of the University of Pennsylvania and co-author of The Adult ADHD Tool Kit: Using CBT to Facilitate Coping Inside and Out, offers some suggestions:
- Set guidelines for your social media time.
- Make sure you complete the tasks you need to get done.
- Get the sleep you need.
- At the end of the day, evaluate: “Did I do OK? Where did I slip up? Can I do better tomorrow?” These are all important questions to ask yourself, Rostain says.
- And he adds one final, crucial point: “Don’t [lie] in bed at all hours with the screen in your face.”
Checking Facebook is a daily habit (if not an hourly habit) for most of its users. In December, 66% of Facebook’s 1.86 billion monthly users checked in on an average day. That kind of daily user engagement is unparalleled by similar services like Twitter or LinkedIn.
Instagram has quickly caught up with its parent company in terms of its daily user to monthly user ratio. On Facebook’s fourth-quarter earnings call, CEO Mark Zuckerberg announced that Instagram reached 400 million daily active users, around 67% of its 600 million monthly active users announced in December. That’s a huge improvement from the middle of last year, when its DAU/MAU ratio was just 60%. At the end of 2013, just over half of Instagram users checked the app daily. Growing daily users will be one of the biggest revenue growth drivers for Facebook going forward and provides a much better indication of the platform’s health than monthly users.
A symbiotic relationship
Facebook originally purchased Instagram as it noticed the photo-sharing app was a threat to its own user engagement. If people started using Instagram more, Facebook was at risk of its users logging in less often.
Zuckerberg said the opposite is happening these days. “As we encourage people to use both Facebook and Instagram, engagement on both can increase,” he told analysts on Facebook’s fourth-quarter earnings call.
Indeed, even while Instagram’s user growth and engagement have exploded over the last couple years, Facebook users still log in daily at an ever-increasing rate. In the fourth quarter of 2014, Facebook’s DAU/MAU ratio was just 64%. Last quarter, it climbed to 66%.
Granted, that didn’t just happen. Facebook engineered that symbiotic relationship by integrating both platforms with one another while snubbing others like Twitter. (Users have to click a link to see Instagram photos on Twitter while they post natively on Facebook.) It shows the value of owning multiple platforms.
Daily users are even more important than monthly users
Daily users can give investors a better picture of how much value an app like Instagram is able to generate from its user base. You can’t click on an ad if you’re not logged in.
That’s why it’s incredibly frustrating that Twitter won’t reveal details about its daily users. The last update Twitter provided was that its DAU/MAU ratio was 44% in its top 20 market and falling. That was in its second-quarter 2015 earnings call, and its revenue growth since that time has been unremarkable, to say the least.
Instagram and Facebook, on the other hand, have benefited greatly from the growing percentage of users logging in every day. Going forward, that will play an even bigger role in growing Facebook’s ad revenue. CFO Dave Wehner warned investors last year that ad load on its flagship app was nearing saturation. As such, continued revenue growth will stem from higher engagement rates, leading to more total ads displayed.
While management noted there is room for more ad load growth on Instagram over a longer time frame than Facebook, it also said it’s still a relatively small portion of revenue. But if Instagram can continue to grow at the rapid pace it has been (about 100 million new daily users in the last seven months), it may not be long before it’s approaching the scale of Facebook’s flagship app today (1.2 billion daily users).
For reference, Facebook generated $27 billion in ad revenue last year. Credit Suisse estimates Instagram could produce $12 billion in revenue by 2021, but with the recent acceleration in daily user growth, that may be shortchanging Facebook’s ability to monetize Instagram’s user base.
Adam Levy has no position in any stocks mentioned. The Motley Fool owns shares of and recommends Facebook and Twitter. The Motley Fool has a disclosure policy.
By my friend KEVAN LEE, collated and curated by John G Dryden in an update.
27 Dec, 2016
My wife just asked my daughter what triangle plus boobs meant; on social media? <3
This actually means love heart so this got me thinking, time to post some acronym meanings up for friends and followers.
For years I have been engrossed in the fact that my native industry of advertising uses more acronyms that I can poke a stick at.
Our social media shorthand is amazingly extensive. We have acronyms and abbreviations for not only the marketing terms that we use but also the way that we chat back and forth with one another. I thought it’d be great to share some that seem to come up quite often.
I’ve collected over 140 social media acronyms and abbreviations and placed them here in this post, complete with definitions and quick navigation to help you find the terms you’re interested in. Let me know if there are others that you’ve noticed that didn’t make this list!
social media acronyms abbreviations
Take the social media acronym quiz!
In creating this post, I quickly put together a short and sweet quiz on some of the terms that appear in the glossary here. Test your knowledge to see which acronyms you know and which you might learn!
How to navigate the social media glossary
Jump to any letter:
A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z
View the index of acronyms & abbreviations:
Topic: Social media marketing
API B2B B2C BL CAN-SPAM CMGR CMS CPC CPM CR CRM CSS CTA CTR CX DM ESP FB FTW G+ GA HT HTML IG IO ISP KPI LI P2P PM PPC PR PV ROI RSS RT RTD SaaS SEM SEO SERP SM SMB SMM SMM SMO SMP SoLoMo SOV TOS UGC UI URL UV UX Via WOM YT
Topic: Social media communication
AFAIK AMA ASL b/c B4 BAE bc BFF BRB BTAIM BTW CC DAE DFTBA DGAF ELI5 EM EML F2F FaTH FBF FBO FFS FOMO FTFY FUTAB FYI G2G GG Gr8 GTG GTR HBD HMB HMU HTH IANAD IANAL ICYMI IDC IDK IKR ILY IMHO IMO IRL JK L8 LMAO LMK LMS LOL LOLz MCM MM MT MTFBWY NM NSFL NSFW NVM OAN OH OMG OMW OOTD OP ORLY OTP POTD PPL QOTD ROFL ROFLMAO SFW SMH TBH TBT TGIF Thx TIL TL;DR TLDR TMI TTYL TTYN TTYS Tx Txt w/ WBU WCW WDYMBT WOTD YMMV YOLO YSK YT
AFAIK – As far as I know
Ex. “AFAIK, there are no peanuts in a Milky Way bar.”
AIDA – Attention, Interest, Desire, Action
This copywriting formula helps devise a list of events that a reader can take toward converting. It’s particularly effective in website copy, online ads, email, blog posts, and social media updates.
Learn more: 27 copywriting formulas to drive clicks and engagement on social media
AMA – Ask Me Anything
These initials can be used in social media updates as an open call for questions, and the acronym is also quite popular as a recurring question-and-answer series on Reddit, featuring experts and/or well-known names in a huge variety of fields.
Ex. “I’m doing an AMA on Reddit tomorrow at 3pm ET all about space travel!”
API – Application Programming Interface
Have you ever wondered how your favorite app connects to so another of your much-loved services? Buffer, for instance, uses the Twitter API to schedule and post tweets. In general, an API outlines the specifics of software applications, telling components how they should act on an interface.
Learn more: Zapier’s introduction to APIs
ASL – Age/Sex/Location
Often used in getting to know one another.
Ex. “Great to meet you! ASL?”
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b/c, bc – Because
Ex. “I’m late b/c traffic.
B2B – Business-to-business
Companies that focus on selling goods and services to other companies. An enterprise analytics tool, for instance, would be a B2B product. Often times you may see marketing strategies and statistics broken up between B2B and B2C because some of the tactics and tips may differ based on this distinction.
B2C – Business-to-consumer
Companies that focus on selling to consumers. A clothing retailer, for instance, would be a B2C company.
B4 – Before
Ex. “Ask Alice. She got there B4 me.”
BAE – Before Anyone Else
Used as a term of endearment for someone you care about.
Ex. “My BAE and I are staying in tonight.”
BFF – Best Friends Forever
Ex. “Troy and Abed are total BFFs!”
BRB – Be right back
Ex. “brb, making nachos.”
BTAIM – Be that as it may
For use in arguments and discussions online.
Ex. “BTAIM, I still prefer comments on blog posts.”
BTW – By the way
Ex. “captaindan is not my real name BTW.”
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CAN-SPAM – Controlling the Assault of Non-Solicited Pornography and Marketing Act
This law was passed in 2003 in the United States in hopes of cutting down on unsolicited email. Per the rules of CAN-SPAM, there is a lengthy list of requirements that businesses or individuals must comply with when sending out email—items like providing the ability to unsubscribe, including a physical mailing address, and no misleading subject lines.
Learn more: Email marketing’s most frequently asked questions
CC – Carbon copy
On social media, CC has the same usage as the CC on your emails: to make sure that a Twitter user sees your Tweet, used with the @ mention and their Twitter handle.
Ex. “Amazing new insights into digital marketing: bit.ly/link cc: @hnshah”
CMGR – Community manager
Often, this person is helpful in engaging with the community on social media, forums, and meetups. The social media manager job description has a lot of crossover with a community manager.
Learn more: A day in the life of a social media manager
CMS – Content Management System
A CMS is software used to organize, edit, and publish content. WordPress is the CMS we use for the Buffer blog. Ghost is another popular blogging platform that could be used as a CMS.
CPC – Cost per click
In online advertising, cost-per-click refers to the price paid by an advertiser who is charged every time someone clicks on an ad (rather than every time the ad is shown). The cost-per-click is the dollar amount that the advertiser pays for each click.
CPM – Cost per thousand
In comparison to cost-per-click, cost-per-thousand is based on the impressions (views) of an ad. In CPM, the advertiser is charged for every 1,000 impressions of an ad. Fun fact: The “M” in CPM stands for “Mille,” which is the roman numeral name for 1,000 (in case you were wondering why it’s CPM instead of CPT).
CR – Conversion rate
CR is the number of people who take an action, divided by the number of people who could have. For example, if you have 100 visits to your landing page and 25 people click the button, the button has a 25 percent conversion rate.
Learn more: How to boost the conversion rate on your marketing content
CRM – Customer Relationship Management
CRM is a way of managing the interaction and communication between your business and its leads or customers. In certain ways, CRM is like an address book with super powers. Salesforce is one of the leading CRM providers online.
CSS – Cascading stylesheet
This code language gives websites their look. The layout, colors, fonts, borders, spacing, and all other visual elements of a website occur because of the styles declared in CSS.
CTA – Call-to-action
The word or phrase that’s used to tell people what to do. Click here. Buy now. Learn more. Join us.
CTR – Clickthrough rate
Like conversion rate, this measures the amount of people who took an action—in the case of CTR, the action is a click—divided by the number of people who could have. In email marketing, for instance, CTR describes the rate at which people clicked on a link in an email, taking into consideration the number of people who received the email.
CX – Customer experience
The sum of all experiences a customer has with you. This could involve interactions with your product, your website, your customer support, or your social media.
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DAE – Does anyone else … ?
Ex. “DAE have an invite code for Google Inbox?”
DFTBA – Don’t forget to be awesome
Ex. “Good luck in your interview! DFTBA!”
DM – Direct Message
This refers to messages received in your private Twitter inbox.
Ex. “I’d love to connect! Can you DM me your email address?”
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ELI5 – Explain like I’m 5 (years old)
This one is often seen on Reddit. It’s used to ask for a simple explanation to a complex topic.
Ex. “ELI5, how does wind work?”
ESP – Email service provider
A program or software that allows you to send emails. MailChimp, for instance, is an ESP, and some large companies have their own ESPs for sending bulk email.
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F2F – Face to face
Ex. “Let’s chat F2F instead of skype.”
FaTH – First and Truest Husband
This doesn’t necessarily refer to one’s actual husband but rather anyone you feel a particular bond toward.
Ex. “This relationship has been so incredible, you’ll always be my FaTH.”
FB – Facebook
FBF – Flashback Friday
A theme where you share an old picture or status from back in the day, FBF is often represented in hashtag form (and it’s quite similar to another weekly meme, Throwback Thursday).
FBO – Facebook official
This term refers to one’s relationship status on Facebook. When you’re FBO, you’ve set your status on Facebook to “In a relationship.” Along with signifying the start of a relationship, these initials can also be a way of stating that you won’t believe something until you see it online.
Ex. “I got a new car! It’s FBO! (picture)”
FF – Follow Friday
A trend that began on Twitter, Follow Friday lets you share the names of other Twitter users whom you think your followers should follow.
Ex. “FF: @leowid @courtneyseiter @nmillerbooks #buffer”
FOMO – Fear of Missing Out
FOMO describes a type of social anxiety where you feel that if you miss an opportunity you might miss out on something great. FOMO comes into play quite often with social media where some people are compelled to stay connected so they never miss a big moment.
FTFY – Fixed that for you
A simple shorthand response when someone corrects someone else online.
Ex. “Salem, not Portland, is the capital of Oregon. FTFY.”
FTW – For the win!
A jubilant exclamation, and sometimes used in jest or sarcastically.
Ex. “Churros, FTW!”
FUTAB – Feet up, take a break
Ex. “Just sent his week’s newsletter! FUTAB. :)”
FYI – For your information
Ex. “FYI, my Macbook Air smells like fresh popcorn!”
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G+ – Google+
G2G – Got to to
Ex. “Talk to you later! G2G!”
GA – Google Analytics
Google Analytics is the tool created by Google to help you track your website traffic. We use Google Analytics here at Buffer to pull reports on our most popular content and set goals for conversions of Buffer blog readers to Buffer app customers.
Learn more: The Marketer’s Guide to Google Analytics
GG – Good game
Ex. “That was fun! GG! Let’s do it again some time soon. :)”
Gr8 – Great
Ex. “Gr8 stuff! RT @buffer Check out our new transparency dashboard full of resources!”
GTG – Got to go
GTR – Got to run
Ex. “Sorry to cut today’s chat short! GTR!”
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HBD – Happy birthday
Ex. “My best friend is turning 30 today! HBD @annief!”
HMB – Hit me back
HMU – Hit me up
Ex. “Let’s chat this week. HMB on my cell.”
HT – Hat tip
A hat tip is a way for users to give thanks or acknowledgement to other users. It refers to the practice of tipping one’s hat toward a person out of gratitude. You see HT a lot in association with shared content, along with “via,” “by,” and “cc.” In some cases, HT can also refer to “Heard Through,” which provides a similar meaning to Hat Tip.
Ex. “51 of the Best Writing Articles bit.ly/link HT: @redman”
HTH – Here to help / Happy to help
Ex. “Anyone need help figuring out the Facebook News Feed? HTH.”
HTML – Hyper Text Markup Language
HTML is the coding language used to build webpages and any other information viewable on the web. HTML is the foundation and the frame of every website you visit. CSS adds the color and layout to the page.
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IANAD – I am not a doctor
Ex. “Whoa, sounds like strep throat! IANAD :)”
IANAL – I am not a lawyer
Ex. “IANAL, but it seems like you’ve got a pretty good case there!”
ICYMI – In case you missed it
This one can be used when resharing something from earlier or in a “things you should know today” format. You might find it often in recap-type posts and updates.
Ex. “ICYMI, the Buckeyes won the national championship! #gobucks”
IDC – I don’t care
Ex. “Raining today. IDC.”
IDK – I don’t know
Ex. “Super tough test today! Our 14th president? IDK. ¯_(ツ)_/¯”
IG – Instagram
IKR – I know, right?
Ex. “ikr RT: @vimeo The most amazing announcement ever. Gotta see this video.”
ILY – I love you
IM – Instant message
Popular instant messaging apps like AOL Instant Messenger predate the more modern social networks like Facebook and Twitter. Some social networks still have built-in instant messaging features. Facebook Chat is perhaps the most well-known (and widely used) version of IM still around.
IMHO – In my humble opinion
IMO – In my opinion
Ex. “I’m not sure it’s a good idea to eat and drive at the same time, IMHO.”
IO – Insertion order
Used in advertising and marketing environments, an insertion order is a written contract between an advertiser and an ad agency or media rep, often used for print or broadcast ads. Typical IOs include air date and time, number of times for the ad to be shown, and costs.
IRL – In real life
This phrase is often used to distinguish between interactions and events that happen online versus the real world.
Ex. “Huge fan of @guy! We met IRL a few years back. :)”
ISP – Internet service provider
Who do you pay for Internet? This is your ISP. Comcast is the largest ISP in the United States.
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JK – Just kidding
Ex. “I’m king of the world! JK.”
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KPI – Key Performance Indicator
KPIs are the benchmarks and goals that are most important for your business. They help you determine how well your campaigns and strategies are performing. Social media KPIs could be the amount of engagement or shares you’re receiving on your profiles. You could also track clicks and conversions back to your website via social.
Learn more: Which Stats Matter on Social Media
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L8 – Late
Ex. “Running L8! See you in 15. :)”
LI – LinkedIn
LMAO – Laughing my a** off
Ex. “Camping was in tents/intense! LMAO!”
LMK – Let me know
Ex. “Anyone interested in chatting about small biz marketing? LMK. kevan at bufferapp.com”
LMS – Like my status
You might see this acronym appear on tweets or Facebook posts, asking those who read it to give the post a like. It’s also an acronym for “Learning Management System,” software for online education courses.
Ex. “Got the new iPhone! So stoked! LMS.”
LOL – Laughing out loud
LOLz – Laughing out loud (plural/sarcastic)
Lolz is the plural of LOL, but instead of having an “s,” people write it with a “z”. Some say that LOLz means you’re laughing out loud sarcastically.
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MCM – Man crush Monday
This acronym refers to a weekly trend where users mention or post photos about a man whom they like or admire.
MM – Music Monday
Music Monday was originally used to share the music you were listening to that day. It’s no longer as popular of an abbreviation as it used to be.
MT – Modified tweet
Modified tweets occur when a user is attempting to manually retweet but the tweet is too long and you have to modify the original tweet. The issues with length can occur if you’re trying to add your own commentary to an already-long tweet.
Ex. “Incredible resources here! MT: @unbounce The Ultimate Guide to Landing Pages That Work”
MTFBWY – May the force be with you
A reference to the Star Wars movies, this abbreviation is used when someone is sending words of encouragement or motivation to another user.
Ex. “Finals this week! MTFBWY @amyjones!”
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NM – Not much
Ex. “What are you up to?” “NM.”
NSFL – Not safe for life
NSFW – Not safe for work
NSFW means that a link, photo, video, or text contains graphic or inappropriate content for the workplace.
Ex. “New movie trailer for The Hangover (some NSFW language)”
NVM – Never mind
Ex. “Ha, I thought all day that this was a Saturday. LOL. NVM.”
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OAN – On another note
Ex. “@andydwer That makes sense. OAN, where’d you get your cool cover photo? :)”
OH – Overheard
Ex. “OH: The show is standing room only tonight.”
OMG – Oh my God
Ex. “OMG! I can’t believe how great this new app is. :)”
OMW – On my way
Ex. “OMW. See you in a few!”
OOTD – Outfit of the day
This social media meme has people sharing which outfit they’re wearing that day. Popular on Instagram, OOTD often will appear as a hashtag.
Ex. “New shirt. New pants. #OOTD”
OP – Original poster
Ex. “OP stated it best in her original question.”
ORLY – Oh really?!
Like LOLz, this abbreviation can be used sarcastically as well as seriously.
Ex. “ORLY? RT @kevanlee Firecrackers aren’t made from crackers.”
OTP – One true pairing
This refers to two people or characters that you feel are meant for each other.
Ex. “Lady and the Tramp are my OTP.”
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P2P – Person to person, or peer to peer
Similar to F2F, this abbreviation can refer to an in-person meeting, as opposed to an online get together. Also, P2P can come up in a business arena as a way of distinguishing a type of network, tool, meeting, or event.
POTD – Photo of the day
Popular on Instagram, this abbreviation often appears as a hashtag for those who want to show off their best photo of the day.
Ex. “Check out this sunset! #POTD”
PPC – Pay per click
In online advertising, pay-per-click is when an advertiser pays based on the number of times their ad is clicked. This is also known as cost-per-click (CPC, mentioned above). Google’s ads are perhaps the most common type of PPC avaialble.
PM – Private message
Ex. “Send me a PM! :)”
PPL – People
Ex. “Tons of PPL here. This place is packed!”
PR – PageRank, or Public relations
PageRank refers to an element of the Google ranking algorithm that assigns your webpage a numerical value from 0 to 10 based on the number and quality of links to the page. In this way, PageRank is hoping to measure the quality of the page itself.
Learn more: The Complete Beginner’s Guide to SEO
PV – Pageviews
One of the most widely-used metrics in Google Analytics and web traffic tracking, pageviews refers to the number of times a user visits a webpage. Unique pageviews goes a step further and counts only the pageviews of unique individuals (for example, if Tom visited a page three times and Amy visited once, pageviews would be four, and the unique pageviews would be two).
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QOTD – Quote of the Day
Used for sharing a funny or interesting quote, QOTD will often appear in a hashtag following the quote.
Ex. “You will get everything you want in life if you help other people get what they want. – Zig Ziglar #QOTD”
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ROFL – Rolling on the floor laughing
ROFLMAO – Rolling on the floor laughing my a** off
Most often used with the simple ROFL, this abbreviation comes as a response to something really funny, to a greater degree than a LOL.
Ex. “Listening to the new Brian Regan CD! ROFL! This is so great. :)”
ROI – Return on investment
This marketing measurement looks at the amount of profit you make based on the difference between revenue and expenses. In social media marketing, ROI tends to be an elusive metric since revenue can be difficult to measure directly from social. Often times, ROI is extended to include a return in clicks, engagement, or new followers based on the time and resources devoted to a social network.
Ex. It costs $5,000 a year to maintain your website (domain, hosting, copywriting, design fees, etc.), but is generates $20,000/year in revenue. Based on this example your ROI would be 400% ($20,000 divided by $5000).
RSS – Really simple syndication
Many people choose RSS as the way to keep up with the latest blog posts from their favorite blogs, via a feed reader. Feedly is one of the most popular feed readers, letting you pull in content from any site with an RSS feed.
RT – Retweet
Twitter has added native retweets into their app, so whenever you spy an RT in your timeline now, that user has manually added the RT. For best practices, retweets are to begin with “RT @username” followed by the original tweet. You can add your own commentary before or after.
Ex. “Must read. RT @intercom A New Way to Onboard.”
RTD – Real-time data
Certain social media dashboards and website tracking tools measure data in real-time. For instance, Chartbeat can tell you how many visitors are on your website this moment, including which pages they’re on and how they’re interacting with your site. This real-time data can be super interesting to see as well as valuable to help optimize your content and web pages.
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SaaS – Software as a service
SaaS companies provide services via software either online or downloaded to your computer. For instance, Buffer is an SaaS company.
SEM – Search engine marketing
SEM refers to the way that companies and brands promote their website within search engines. The two main elements of SEM are paid advertising and search engine optimization.
SEO – Search engine optimization
SEO refers to the practice of optimizing a website so that it ranks highly in search engine result pages. Some key elements of SEO are content, keywords, headlines, meta information, backlinks, and site structure/speed.
Learn more: The Complete Beginner’s Guide to SEO
SERP – Search engine results page
This is the page you see when you perform a search.
SFW – Safe for work
The SFW abbreviation is sometimes used on content that seems like it may be NSFW but is actually quite non-offensive.
Ex. “Loved the new music video from Nicki Minaj! (SFW, btw)!”
SM – Social media
SMB – Small business
SMH – Shaking my head
This abbreviation signifies both something embarrassing and something with which the user might disagree.
Ex. “Mustard on my tie, again. SMH.”
SMM – Social media marketing
SMO – Social media optimization
Often used synonymously, these two terms refer to the process of getting the most out of social media for your business or brand.
Learn more: Buffer’s favorite social media tips
SMP – Social media platform
Social media platforms may include sites like Facebook, Twitter, Google+, LinkedIn, Pinterest, and Instagram.
SoLoMo – Social, Local, Mobile
This refers to a localized and mobile-centric version of search engine results. SoLoMo takes advantage of a phone or tablet’s GPS technologies to deliver a user experience (search results, notifications, etc.) based on location.
SOV – Share of voice
Share of Voice is the percentage of all the online content/conversations about your company compared to the content/conversations about your competitors. You might think of it as a form of online market share. Tools like Social Mention can help in discovering your Share of Voice.
Learn more: 4 Ways to Increase Share of Voice
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TBH – To be honest
Ex. “I’ve yet to see the appeal of snuggies, TBH.”
TBT – Throwback Thursday
Often used as a hashtag, TBT is when users share a photo from their past, often baby photos or, in the case of companies, photos from their early years.
Ex. “Here’s the first version of our logo! Wow, it’s come a long way! #TBT”
TGIF – Thank goodness it’s Friday
Ex. “Been a long week. TGIF!”
Thx – Thanks
Ex. “Big thx to @moz for hosting an awesome conference this week!”
TIL – Today I learned
Ex. “TIL how tax credits work.”
TL;DR – Too Long; Didn’t Read
This abbreviation may appear in a comment, post, or tweet, where the user is mentioning they weren’t able to completely read an article because of its length. Also, some articles or notes may include this abbreviation in lieu of a summary heading.
Ex. “tl;dr RT @cnn The Full Transcript from the State of the Union Address.”
TMI – Too much information
Ex. “TMI RT @mashable The Percentage of People who Use Social Media in the Bathroom.”
TOS – Terms of Service
Terms of service are the legal notices for browsing a website or using an app.
TTYL – Talk to you later
TTYN – Talk to you never
TTYS – Talk to you soon
Ex. “#bufferchat was awesome! TTYL, everyone!”
Txt – Text
Ex. “Looking forward to the conference. Send me a txt when you get there!”
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UGC – User generated content
This refers to all the different types of content—articles, updates, comments, videos, photos, etc.—that are produced by a site’s users. For instance, all the great presentations on SlideShare are UGC.
UI – User interface
User interface is the aspects of a website or product with which the user interacts with directly. To use an analogy, user interface is the saddle, the stirrups, and the reins. In an app like Buffer, the user interface is the buttons, the composer windows, the screen and mouse and keyboard.
Learn more: UI vs. UX: What’s the Difference?
URL – Uniform Resource Locator
A URL is the web address for a specific page. The URL for the Buffer blog is https://blog.bufferapp.com. You can see the URL for any web page by looking in the address bar at the top of your browser window.
UV – Unique visitor
A unique visitor is an individual website visitor who is counted only once in the traffic stats, regardless of how many times they visit or pages they view.
UX – User experience
User experience describes the way a user feels when using a website or a product. It’s the sum of the user’s experiences. To use an analogy, it would be like the feeling you get riding a horse (as opposed to the horse, the stirrups, the saddle themselves).
Learn more: UI vs. UX: What’s the Difference?
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Used to refer to someone on social media, “via” often comes in to play when referencing a site that published a piece of content.
Ex. “All the Latest #SM Tools and Tips bit.ly/link via @buffer”
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w/ – With
WBU – What about you?
Ex. “I’m going to Social Media Marketing World this year. WBU?”
WCW – Woman crush Wednesday
Like Man crush Monday, Woman crush Wednesday is a chance for social media users to share an update or a photo with reference to a woman they like or admire.
WDYMBT – What do you mean by that?
Ex. “WDYMBT @kevanlee?”
WOM – Word of mouth
Another way to think about this is “sentiment.” What are people saying about your brand or product? Word of mouth has some huge implications for growth, and it spreads even faster as social media expands as a medium.
WOTD – Word of the Day
WOTD is a fun way to share a new word that you’ve picked up (and like many on the list, it could also be used sarcastically).
Ex. “Pandiculation – feeling stiff when you wake up from a nap. #WOTD”
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YMMV – Your mileage may vary
In other words, “your opinion might be different.”
Ex. “IMHO, POTUS’ SOTU was great, but YMMV”
YOLO – You only live once
This abbreviation is usually preceded by or in reference to something someone did that was brave, foolish, or spontaneous.
Ex. “Signed up for bungee jumping! #YOLO”
YSK – You should know
Ex. “YSK there’s a really cool convo happening in the comments at @idonethis blog.”
YT – YouTube
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This list of acronyms and abbreviations is far from complete. If there’s something you’ve found on social media that isn’t covered here, I’d love to add it to the list!
And if you’re curious for more, here are some links to several helpful articles about social media acronyms and abbreviations. One of my favorites is a report by the FBI that detailed out a huge list of social media acronyms. Their report is 83 pages long!
Daily Mail’s list of social media abbreviations
Social Media Today’s list of Twitter abbreviations
SteamFeed’s list of social media acronyms
Vertical Responses’s digital marketing acronyms guide
All Acronyms social media guide
Image sources: Blurgrounds, The Noun Project,
With more and more Instagram users inspired to buy clothing, the social network is fast establishing itself as a solid bet for fashion-led brands
Instagram has claimed fashion brands are most likely to succeed on its platform, with one in three of its 500 million global users having bought an item of clothing they discovered while using the social network.
Its latest report claims that an Instagram user interested in high street fashion checks their newsfeed 15 times a day. It also found fashion fans have 230% more followers than the average Instagram user and post three times as much, making them its most engaged segment of users.
And for brands looking to target Instagram’s fashionista community, the weekend is the best bet with Friday the peak day for posts.
The UK, meanwhile, came out on top for the number of accounts its users follow, with the average British ‘fashion’ user following 407 accounts.
“These new findings show how engaged and influential the fashion community is on Instagram – they post three times as often as the average person, with 230% more followers.”
Amy Cole, EMEA head of brand development, Instagram.
“They’re also ready to turn their passion for fashion into purchase – with one in three Instagrammers buying an item they’ve discovered on the platform. There is a huge opportunity for fashion brands and retailers to tell great brand stories and deliver real business results through Instagram,” she adds.
In February, Instagram reached the milestone of 200,000 advertisers as it claimed it was now the “look book for brands people love and the shop window for small businesses on mobile”.
Jan Owen of the Foundation for Young Australians says employers have to look at capabilities and skills. Once they …
Jan Owen of the Foundation for Young Australians says employers have to look at capabilities and skills. Once they identify this it will drive better candidate selection and improve productivity as well as reduce staff turnover. supplied
by Lucille Keen
Young Australians should not at 17 be deciding to be a lawyer, accountant, or some other profession. Instead they should choose whether they are an “informer”, a “generator” or a “technologist”.
A report commissioned by the Foundation for Young Australians, a not-for-profit backed by the Australian government and a number of ASX 100 companies, found young Australians should give up on focusing on one single “dream job”.
Analysing 2.7 million job advertisements, the report found it was better to think of seven “job clusters” or groups in the Australian economy that required skills that were closely related and portable.
There seven job clusters in Australia’s workforce are the generators, the artisans, the carers, the coordinators, the designers and the informers.
The report said only 6 per cent of adults end up in the careers they wanted when they were younger.
“Instead of training for a particular occupation and working in that area for life, some studies have estimated that Australians will make 17 changes in employers across five different careers,” the report said.
The report found for someone who has already trained for or worked in one job, 44 different jobs only request one additional skill and that did not necessarily require going back to university to obtain.
After doing just one job young people will have the skills for up to 13 others.
Some job clusters have stronger future prospects than others, with those in the “artisans” and the “coordinators” group likely to experience lower growth and high exposure to automation.
Technologists were most likely to have the highest growth in career prospects, at 19 per cent in the last five years, followed by carers and informers.
Foundation for Young Australians chief executive Jan Owen said companies needed to shift their mindset because linear careers would be far less common and young people would need a portfolio of skills and capabilities, including career management skills to navigate the more complex world of work.
She said career advice was outdated and the report highlighted the need to focus on a candidate’s skills rather than linear career path.
“Having one dream job for life is no longer the case,” Ms Owen said.
“But it also doesn’t mean they necessarily have to go back to university and start again. There are many roles people can transfer into because they already have the portable skills. This is liberating for young people. Employers have to think beyond linear careers and look at capabilities and skills.”
Ms Owen said once employers identify this it would drive better candidate selection and improve productivity as well as reduce staff turnover.
She said if educators, policymakers and the government addressed the issue of skills rather than linear career paths it would reduce the number of under-employed Australians.
Randstad recruitment manager Sally Mortimer said many young job seekers had high expectations of what jobs they were able to “walk into”.
“But they need to realise they might start in one area of a business and then have five career changes within it,” Ms Mortimer said.