Could be a case of “smart minds think alike” or maybe Bloomberg LP writer Polly Mosendz’s Feb 6 article “borrowed” the theme from our last blog post (Trump & Jobs: Opportunities Skyrocket for Corporate Brand PR Crisis Roles). For those who missed that memo, we profiled the unintended impact of so-called President Donald Trump’s Twitter-driven efforts to do a bunch of things, including snarkly comments that would create new jobs. The unintended outcome? A REALLY BIG Spike in demand for corporate social media wizards!
We’ll give Polly the benefit of the doubt and refrain from suggesting that her piece “Trump Has Made The Social Media Manager Your Most Valuable Employee” is a spin-off of our insight from last month. Further, we’re happy to cite an extract from morning column and segue to that with the following ‘take-away’ quote:
“Anyone who has a communications or social media team has had to say, ‘What position are we taking on this [Trump latest tweet]? Are we not going to be active, or are we going to say something?'”
(Bloomberg LP) Polly Mosendz–In the eight years Donald Trump has had a Twitter account, he has posted more than 34,000 tweets. About a hundred of them were sent after he was sworn in as president on Jan. 20. The short bursts of text defended controversial executive orders, bolstered cabinet nominees, and disparaged the press. Trump’s attachment to the platform has become the subject of national security protocol, think pieces, and comedy bits.
With the world logging on to see Trump tweet, social media and digital community managers are considering their jobs in a different light.
Once maligned as low-ranking non-jobs invented for flighty but digitally nimble millennials, social media roles grew in prestige as companies recognized the importance of social media to their brands. Once President Trump made Twitter a key communication channel with the executive branch, however, social media jobs were imbued with new power—and responsibility.
Controlling the day-to-day public message of brands on Twitter is newly charged, when one tweet from the president can tank stocks. Trump has said he uses his account as a way of bypassing the news media, and his messages often affect rival politicians, newspapers, corporations, and advocacy groups. This past weekend, Trump used the medium to lash out at a federal judge.
In Trump’s first week as president, the Twitter account for Badlands National Park sent a few tweets citing scientific facts that were viewed as an act of rebellion after the new administration froze new grants and limited communications with the public. The park later deleted the tweets and attributed them to a rogue former employee. But the tweets showed that, much as Trump bypasses the media to get his message directly to the people, so could a national park.
“Anyone who has a communications or social media team has had to say, ‘What position are we taking on this? Are we not going to be active, or are we going to say something?'” said Annemarie Dooling, the director of programming for Racked, a fashion website, who has worked in digital community organizing for the past decade.
A number of other institutions find themselves needing to tweet at Trump to appease their followers. By the time Tim Cigelske, director of social media at Marquette University, a Jesuit school, got to work last Monday morning, he already had an e-mail from an alumnus demanding to hear from the school on the president’s executive order targeting immigrants from seven Muslim majority nations…To read the full article from Bloomberg, click here.
Trump Job Creation: Corporate Social Media Wizards Wanted