Skills Every Social Marketer Should Have Going into 2019

January 3, 2019

Digital marketing—especially social media marketing—is a fast-paced industry, with change often happening faster than you can say “professional development.” As social marketing gets more popular with the passing of each year, publisher ad offerings keep expanding accordingly.

Obviously, there are essential skills every social marketer should have: an analytical mind (or even better, a background in analytics), strategic thinking, excellent customer service, and being organized and efficient. However, if you really want to call yourself a paid social expert in 2019, here are a few things to work on.


Because social media is constantly changing and Facebook seems to release new features every week, some of the best practices you’ve been gathering for years may be outdated and no longer effective. Or, a client may have a new team with an entirely different communication style.

Keep an open mind and practice adapting to new and different solutions and situations. Consider working with your team to document a change management process. Then, continuously do the work of finding and understanding new best practices, new ways of working, and how to work with new teams and people.

A Passion to Learn New Things

The end of the year was most likely hectic, and you’re already thinking of how busy January is going to be—not to mention the rest of 2019. Don’t push back on what may turn out to be interesting new projects. Try to look at all challenges as opportunities that have the potential to bring insights and verve to your day-to day efforts.

Make a habit of learning or practicing one to two new things every day. It might be a new feature, a new way of optimizing, or a soft skill like public speaking.

Understanding Cultural Differences

Perhaps you already have outstanding communication skills and know your market very well. In 2019, as Facebook continues to grow its international strategies and advertising market, you may start working more with global customers.

Our culture influences our views and values—consequently, understanding cultural differences will help you tailor your ways of working and achieving the best results (and broaden your world in general!).

Cross-Channel Knowledge

It’s no secret that cross-channel advertising will be an even bigger opportunity in 2019. More and more advertisers want to make smarter decisions by allocating their time and investment to their best-performing channels.

Understanding what lies ahead in cross-channel advertising will help you create a more robust social strategy and contribute to your team’s success. Be sure to learn more about other channels and how they can interact with social, especially differences in tracking and attribution.

Knowing the Value of Organic Content

Social advertising is easily accessible—you’d be hard-pressed to find an advertiser that’s not on Facebook.

As a social marketer, you’re focused on performance and leveraging optimization features to get the best results. It’s important to remember that content is not only king, but also crucial to your social advertising success as competition increases. Leverage your successful organic content in your paid programs to get the most out of your overall social presence.

One mantra of the social marketer, like so many other professions, can be summed up as “always be learning.” Stay hungry for new knowledge and experiences. Explore, discover, and stay open to change, and you’ll have a great 2019 and beyond.

Jana Christoviciute

Marin Software
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