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In Canada, the federal government groups and organizes occupations based on a National Occupational Classification (NOC) system. This alis occupation may not reflect the entire NOC group it is part of. Data for the NOC group can apply across multiple occupations.
The NOC system is updated every 5 years to reflect changes in the labour market. Government forms and labour market data may group and refer to an occupation differently, depending on the system used.
Here is how this occupation has been classified over time.
2006 NOC
2006 NOC-S
2011 NOC
2016 NOC
2021 NOC
2023 OaSIS
*This NOC group is considered similar to the Social Media Specialist occupation. Because this occupation is only similar to the NOC group, related details and labour market information may not be accurate.
Social media specialist is an emerging occupation within the field of public relations / PR. Social media specialists market their organizations on the web. They use a variety of tools and strategies to create a targeted, well-branded online presence / image for the organization.
In general, social media specialists:
Senior or advanced social media specialists may work closely with the organization’s information technology staff. They may help define and implement search engine optimization (SEO) strategies to maximize the organization’s search ranking. They may develop social media guidelines for the organization and update its website. They may also train staff in areas such as services, strategic communication, and crisis management so they can respond to inquiries through social media channels.
In smaller organizations, the social media specialist may also be the web or graphic designer.
Social media specialists work in offices or from home using electronic devices such as computers, smartphones, and tablets. They generally work on several projects at a time and may work overtime to meet deadlines.
Social media specialists may travel to attend meetings and give presentations. Some, particularly in the private sector, may be required to monitor social media platforms in the evenings and on weekends.
In Alberta, this occupation is part of 1 or more 2006 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
Interest in co-ordinating information to prepare and oversee preparation of reports, briefs, bibliographies, speeches, presentations, Web sites and press releases, and to develop and organize workshops, meetings, ceremonies and other events for publicity, fund-raising and information purposes
Interest in gathering, researching and preparing communications material for internal and external audiences, and in assisting in the preparation of brochures, reports, newsletters and other material
Interest in persuading to initiate and maintain contact with the media, and to arrange interviews and news conferences; and in co-ordinating special publicity events and promotions to internal and external audiences
To identify or change your interest codes, complete the Interests Exercise in CAREERinsite.
The interest code helps you figure out if you’d like to work in a particular occupation.
It’s based on the Canadian Work Preference Inventory (CWPI), which measures 5 occupational interests: Directive, Innovative, Methodical, Objective, and Social.
Each set of 3 interest codes for this NOC group is listed in order of importance.
A code in capital letters means it’s a strong fit for the occupation.
A code in all lowercase letters means the fit is weaker.
To fill in or change the values for your abilities, complete the Abilities Exercise in CAREERinsite.
A Quick Guide
You are born with abilities that help you process certain types of information and turn it into action. These abilities influence which skills you can learn more easily.
The abilities or aptitudes shown for this NOC group come from the General Aptitude Test Battery (GATB). The GATB measures 9 aptitudes. It groups them into 3 categories: mental, visual, and physical.
The abilities scores range from 1 to 5, with 5 being stronger.
Social media specialists need:
They should enjoy:
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
This chart shows which job skills are currently in highest demand for this occupational group. It was created using this occupation's 205 most recent Alberta job postings, collected between Apr 06, 2024 and Apr 24, 2024.
Review these skills to learn:
| Tasks: Assist in the preparation of brochures, reports, newsletters and other material | 143 |
|---|---|
| Tasks: Develop marketing strategies | 119 |
| Tasks: Advise clients on advertising or sales promotion strategies | 118 |
| Tasks: Co-ordinate special publicity events and promotions | 109 |
| Tasks: Gather, research and prepare communications material | 108 |
| Tasks: Develop, implement and evaluate communication strategies and programs | 108 |
| Experience: 1 year to less than 2 years | 105 |
| Tasks: Answer written and oral inquiries | 100 |
| Tasks: Conduct online marketing, E-commerce and Website promotions | 88 |
| Tasks: Develop and organize workshops, meetings, ceremonies and other events for publicity, fundraising and information purposes | 84 |
Most emerging occupations develop from more than one occupation. People working in this occupation may come from a variety of education and training backgrounds. Before enrolling in an education program, prospective students should contact associations and employers in this field to investigate education options and employment possibilities.
Employers generally prefer applicants who have a bachelor’s degree in marketing, information technology, journalism, public relations, business, graphic design, or communications. Employers also look for demonstrated experience with:
Knowledge or training in basic psychology, graphic design, computer sciences, or specific platforms is an asset.
For more information about marketing programs, see the Marketing Manager occupational profile.
For more information about information technology programs, see the Interactive Media Programmer and Web Designer occupational profiles.
For more information about journalism programs, see the Reporter occupational profile.
For more information about public relations and communications programs, see the Public Relations Representative occupational profile.
The following schools offer programs or courses that are related to this occupation but are not required to enter the field.
To expand or narrow your search for programs related to this occupation, visit Post-Secondary Programs.
Completing a program does not guarantee entrance into an occupation. Before enrolling in an education program, prospective students should look into various sources for education options and employment possibilities. For example, contact associations and employers in this field.
There is currently no provincial legislation regulating this occupation in Alberta.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Emerging occupations typically are the result of:
Often there are too few people working in an emerging occupation to gather survey information. Therefore, it can be difficult to define advancement opportunities or employment outlook. Some Albertans already are working in this emerging occupation, but future demand for it is unknown.
Social media specialists work for large organizations such as:
In smaller organizations, maintaining the company’s online profile may be the responsibility of the marketing or public relations staff, a web designer, or a senior manager.
This section shows the industries where the majority of people in this occupation work. The data is based on the 2016 Census.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.
In the 1123: Professional occupations in advertising, marketing and public relations* occupational group, 78.2% of people work in:
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
Employment outlook is influenced by a wide variety of factors including:
Explore emerging workplace trends in Alberta that could affect this occupation.
In Alberta, the 1123: Professional occupations in advertising, marketing and public relations* occupational group is expected to have an above-average annual growth of 2% from 2019 to 2023. In addition to job openings created by employment turnover, 308 new positions are forecasted to be created within this occupational group each year.
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
Note
NOC groups often include several related occupations. Although there is labour market data for the larger NOC group, this occupation makes up only a part of that group. It means data for this occupation may be different than the data shown. For example, only some of the new positions to be created will be for this occupation. It also applies to other data for the NOC group such as number of people employed.
Source: 2019-2023 Alberta Regional Occupational Demand Outlook
Often there are too few people working in an emerging occupation to gather survey information. Therefore, no current provincial salary data is available for this occupation.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
Unless otherwise noted, the data shown here is for all industries and all regions in Alberta.
All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production), and other forms of compensation.
To see the full survey data for this NOC group, visit the wage profile.
Other wage sources
To make an informed wage and salary decision, research other wage sources [pdf] to supplement this data.
High Reliability, represents a CV of less than or equal to 6.00% and 30 survey observations and/or represents 50% or more of all estimated employment for the occupation.
| Wages* | Low (5th percentile) | High (95th percentile) | Average | Median |
|---|---|---|---|---|
| Starting | $17.74 | $48.08 | $29.92 | $28.42 |
| Overall | $19.95 | $56.41 | $35.94 | $34.62 |
| Top | $20.19 | $83.58 | $42.83 | $40.00 |
Swipe left and right to view all data. Scroll left and right to view all data.
* All wage estimates are hourly except where otherwise indicated. Wages and salaries do not include overtime hours, tips, benefits, profit shares, bonuses (unrelated to production) and other forms of compensation.
Pay brackets for hourly wages
| ALL INDUSTRIES | $68,595 |
|---|---|
| Oil & Gas Extraction | $111,682 |
| Construction | $71,883 |
| Manufacturing | $64,863 |
| Wholesale Trade | $60,575 |
| Retail Trade | $51,750 |
| Transportation and Warehousing | $83,108 |
| Information, Culture, Recreation | $56,928 |
| Finance, Insurance, Real Estate, Leasing | $71,998 |
| Professional, Scientific & Technical Services | $70,479 |
| Business, Building and Other Support Services | $51,327 |
| Educational Services | $67,262 |
| Health Care & Social Assistance | $55,020 |
| Accommodation & Food Services | $40,246 |
| Other Services (Repair, Personal Services and Related) | $59,001 |
| Public Administration | $87,171 |
Canadian Public Relations Society (CPRS) website: www.cprs.ca
International Association of Business Communicators (IABC) website: www.iabc.com
Get information and referrals about career, education, and employment options from Alberta Supports.
Updated Mar 31, 2022. The information contained in this profile is current as of the dates shown. Salary, employment outlook, and educational program information may change without notice. It is advised that you confirm this information before making any career decisions.
