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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 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
To find out how well this occupation fits your work personality types, complete the Work Personalities Quiz in Find Your Fit.
Click or tap a personality type for its description.
Find other alis occupations that match this occupation’s work personalities.
To identify or change your work personalities, complete the Work Personalities Quiz in Find Your Fit.
In Alberta, this occupation is part of 1 or more 2023 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
Professional occupations in marketing, advertising and public relations
2023 OaSIS: 11202.00
The graph below shows how well your scores match the overall abilities for this occupation.
The closer your ability scores are to the center, the more they match this occupation’s. The further away they are, the less they match this occupation’s.
The lower your ability scores are compared to the occupation’s, the more challenging the occupation will likely be for you. The higher your ability scores are compared to the occupation’s, the less challenging the occupation will likely be for you.
To find out how well this occupation fits your abilities, complete the Abilities Quiz in Find Your Fit.
The 49 abilities are grouped into 5 abilities sets: Critical Thinking, Numbers and Patterns, Physical Activity, Mind-Body Coordination, and Senses.
Some abilities are more relevant to an occupation than other abilities. Individual abilities that are not relevant to an occupation are greyed out.
To fill in or change the values for your abilities, complete the Abilities Quiz in Find Your Fit.
Critical Thinking includes 9 abilities related to identifying and solving problems, thinking of ideas, and communication, such as speaking and writing.
This is how well your scores match the set of Critical Thinking abilities for this occupation:
Numbers and Patterns includes 10 abilities related to math, memorizing, and multitasking. It also includes how we perceive patterns, shapes, and distances.
This is how well your scores match the set of Numbers and Patterns abilities for this occupation:
Physical Activity includes 9 abilities related to strength, balance, flexibility, coordination, and endurance.
This is how well your scores match the set of Physical Activity abilities for this occupation:
Mind-Body Coordination includes 9 abilities related to movement control and how we react to signals. It also includes fine motor skills, such finger and hand dexterity and hand-eye coordination.
This is how well your scores match the set of Mind-Body Coordination abilities for this occupation:
Senses includes 12 abilities related to seeing, hearing, and speaking.
This is how well your scores match the set of Senses abilities for this occupation:
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 143 most recent Alberta job postings, collected between Jun 25, 2025 and Nov 12, 2025.
Review these skills to learn:
| Tasks: Develop marketing strategies | 78 |
|---|---|
| Tasks: Prepare written material such as reports, briefs, website content | 75 |
| Tasks: Answer written and oral inquiries | 71 |
| Tasks: Assist in the preparation of brochures, reports, newsletters and other material | 70 |
| Tasks: Gather, research and prepare communications material | 64 |
| Tasks: Conduct online marketing, E-commerce and Website promotions | 63 |
| Construction Specialization: Team player | 62 |
| Tasks: Co-ordinate special publicity events and promotions | 59 |
| Construction Specialization: Organized | 58 |
| Construction Specialization: Client focus | 56 |
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 program options, visit Post-Secondary Programs and start your search with:
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
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.
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.
Professional occupations in advertising, marketing and public relations
2016 NOC: 1123*
78.2% of people in this occupational group work in:
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
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 examples, see Note.
This section shows the Alberta job market condition, or short-term demand forecast, for this occupation over a 3-year period. It also shows the number of people employed in the occupation.
In Alberta, this occupation is part of 1 or more 2021 National Occupational Classification (NOC) groups.
Source: 2024-2026 Alberta Short-Term Employment Forecast
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 examples, see Note.
To see data for all occupations, visit Occupations in Demand.
This section shows the employment outlook for this occupation in Alberta over a 5-year period.
Employment outlook is influenced by a wide variety of factors including:
Explore emerging workplace trends in Alberta that could affect this occupation.
In Alberta, this occupation is part of 1 or more 2016 National Occupational Classification (NOC) groups.
*This data is for a NOC group that is similar to the Social Media Specialist occupation.
Source: 2021-2025 Alberta Regional Occupational Demand Outlook
Annual growth is from 2021 to 2025. New positions created each year are in addition to job openings created by employment turnover.
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 examples, see Note.
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 2021 National Occupational Classification (NOC) groups. If there are multiple related NOC groups, select a NOC heading to learn about each one.
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 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 | $18.00 | $52.88 | $31.12 | $29.04 |
| Overall | $20.00 | $63.86 | $38.04 | $36.07 |
| Top | $22.00 | $87.76 | $45.69 | $43.48 |
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 | $72,335 |
|---|---|
| Oil & Gas Extraction | $102,981 |
| Construction | $69,652 |
| Manufacturing | $63,311 |
| Wholesale Trade | $63,508 |
| Retail Trade | $59,420 |
| Transportation and Warehousing | $71,439 |
| Information, Culture, Recreation | $59,798 |
| Finance, Insurance, Real Estate, Leasing | $83,577 |
| Professional, Scientific & Technical Services | $79,543 |
| Business, Building and Other Support Services | $58,604 |
| Educational Services | $61,260 |
| Health Care & Social Assistance | $58,337 |
| Accommodation & Food Services | $41,909 |
| Other Services (Repair, Personal Services and Related) | $61,556 |
| Public Administration | $87,357 |
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.
