A social media specialist is responsible for comprehensive communication with clients.
A person working in this position is responsible for:
- creating concepts and building a consistent company image on social media,
- administering advertising campaigns on social media,
- contacting clients and growing the community,
- preparing content,
- managing accounts and publishing content on social media platforms.
The role of a marketing communications specialist is not just about publishing posts and entries or coordinating advertising campaigns on social media. In this position, analyzing and monitoring the actions taken is very important. Assessing their effectiveness and alignment with the company's adopted marketing strategy, as well as checking competitors and creating reports for other departments within the company.
The earnings of communications specialists in media depend primarily on experience and the size of the company.
SAR has been conducting salary surveys since 1999. In this year's edition, carried out in January and February, agencies submitted data on positions and salaries for a total of over 5,600 people, increasing the number of employees covered by the survey by more than 6% compared with 2021. The results indicate that in 2021 salary rates increased for more than 60% of positions. The average increase in base salaries for the entire market was estimated at 4.9%. Observations of variable pay also indicate that companies using bonuses, after many cases of freezing or limiting them in the first year of the pandemic, returned to paying them. It is clearly visible that companies in the marketing communications sector have lower gender pay gaps than in most sectors. In the same positions, the difference in pay between the sexes has fallen significantly – from 9% recorded in 2021 to just under 6%.
Hourly rates The SAR survey also includes determining the value of list rates (as of January 1, 2022), that is, those presented to clients at the initial stage of contract negotiations. The value of hourly rates for individual positions is expressed as a net amount (excluding VAT) in PLN and invoiced by the company – so this value should not be confused with the net pay received by employees. A comparison of hourly rates declared by survey participants in 2022 and 2021 (on a constant sample of companies that submitted data in both of the last two editions) indicates that declared hourly rates in 2022 increased by an average of 10% compared with rates declared in January 2021.
The SAR Marketing Communication Association was founded in 1997. The organization brings together companies that create effective marketing communication; there are currently 124 entities: full-service agencies, media agencies, brand design & consulting agencies, event agencies, interactive agencies, production houses, and AdTech agencies. One of SAR's main tasks is promoting and animating the advertising community in Poland and creating conditions for the exchange of experience and knowledge among market participants. In addition, SAR's activities include developing, systematizing, and popularizing tender standards and good business practices, organizing training, seminars, and educating staff, as well as conducting industry research. In addition, together with the Polish Confederation of Private Employers (Media and Advertising Association), SAR lobbies around advertising law. The association is the organizer of competitions and related conferences that set advertising standards: Effie Awards, Innovation Award, and KTR. Since 1999, SAR has been a member of the European Association of Communications Agencies (EACA). In Poland, SAR is the representative of the international Cannes Lions competition. www.sar.org.pl
