All specialists will hit a career and financial ceiling at some point (Image credit: uclafacultyassociation.blogspot.com).
Recently, I had a meeting with a senior communicator for whom I have a lot of respect. I meet with this person from time to time and we talk shop. Everything from what’s going on with her job, new challenges I’m facing in mine and what the future holds. Usually, after we’ve updated each other, I ask her something like: “What could I improve? What do I need to do better?
The answer I usually get is, “Keep doing what you’re doing.” But during our most recent conversation, she gave me a different point of view that really stuck with me. It went something like this:
“I want to see you fully evolve into a business and communications strategist. Someone who can help a client solve a problem from start to finish. It’s not enough to just be the social media guy anymore.”
I used to love being the social media guy. When I was starting out in my career, it helped me make a name for myself. It even helped me get my job at FH. There was always a need. Companies are always looking for specialists. And it’s pretty cool to have that unique skill set that no one else has.
But here’s the problem. Specialist positions come with a ceiling. You can only advance so far in a company — and only make so much money — as the social media guy. It doesn’t matter how good you are at it. When it comes down to it, specialists are often just tactical executers. I was. Or if they develop strategy, they only do it within their own channel — social media, email, mobile, etc.
So the question you have to ask yourself is: What are your career aspirations? Do you want to be the best at one thing? Or do you want to be the best at helping companies figure out the one thing that can change their business for the better? Because executive-level leaders at agencies and companies are problem solvers who start by looking at the big picture and work their way down. They analyze research, look for business insights, develop strategic frameworks, set cultural values.
And yes, some do use social media and use it well. We could list them all here, but let’s not. Instead, let’s list the number of social media specialists, or other specialists for that matter, who have remained specialists and gone on to become Fortune 500 executives, agency partners or even just communications directors. Keep thinking…I’ll go make a sandwich. Be back in a sec.
Can’t think of any, huh? Neither could I. Because no company in its right mind would hire an executive or department director who only excels in one area.
Look, there’s nothing wrong with being a social media specialist…for a while. It can help you get noticed and maybe even advance to a certain extent. But you will hit a ceiling where you can’t go any further in your career without expanding your vision and stepping away from tactics to embrace strategy.
So here’s a piece of advice…Even if you are the social media specialist, stop marketing yourself that way. It’s not going to help you in the long run. Look for opportunities to work outside of your comfort zone. Try and get as much exposure to strategic planning as you can.
If you don’t believe me, go ask a senior communicator you respect. Then come back and tell us what they said.
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