Social media management platform Hootsuite plans to upskill the world in social media as businesses shift from placing the job in the hands of interns and into a more strategic role.
The Hootsuite Academy launches globally today, giving people access to videos, resources and industry certifications. Hootsuite has partnered with organisations such as the Mayo Clinic and academic institutions such as Syracuse University’s Newhouse School to offer recognised, academic and industry-specific social media certifications.
Jennifer Reynolds, digital strategist at Edelman, said: "The stereotype that an intern can handle a brand’s social presence has shifted. Companies are now more aware than ever that social media is a complex beast that changes almost daily. Companies like Edelman require skilled and experienced social media professionals when hiring to ensure we are providing our clients with the best service possible.”
The service will be global but Hootsuite said particular markets have more significant skills shortages. The digital skills gap is Asia Pacific is well versed, research from ClickZ last year that found 20 per cent of marketers in Asia-Pacific said they were “not very confident” in digital skills, compared to a global average at 15 per cent.