What are the most important social media marketing skills that graduating college students need to understand?

I’m asking three questions of some leaders in the field of social marketing and this is what I learned.

Scott DeYager

This is No. 12 in the series (see the links below for other posts in the series). 

Today: Scott DeYager, Social Media and Strategic Communications Manager at Toyota, where he oversees earned social strategy and communications. He is on Twitter as @scottdeyager and is part of the team behind @Toyota:

"Social media is definitely a team sport," says DeYager.

It not only requires great writing and storytelling but also a knack for team building, he says.

"Because you’ll end up working with so many different stakeholders (customer service, PR, etc.) in social media, it’s valuable to understand what each brings to the party and how they create a complete social experience."

DeYager thinks there’s a formula for success: "Successful social marketers tend to be equal parts communicator, risk taker and student.

"They’re able to humble themselves and learn from their mistakes, hits and misses," he says. "They also consistently align social plans/activities with their brand’s business objectives."

Because social is "everywhere these days" brands are "starting to see social marketing as a very important part of the mix," De Yager says.

"You can’t watch a network TV show anymore without seeing a hashtag or a tweet across the bottom of the screen.

"Companies are also starting to see how social media has weaved its way into paid, owned and earned media," he says. "The convergence of these media will only amplify the importance of social marketing."

So, what do you think? How important will social marketing be in the future and what MUST graduating students know?

Previous posts:
10 Experts Weigh In On Social Marketing
Social Marketing: 'Talk to people as human beings,' says Gini Dietrich, marketer and author
Social Marketing: Make music to an audience’s ears, says Mahei Foliaki (@Iconic88)
Social Marketing: Don’t be timid, says Ford’s Scott Monty
Social Marketing: Understand engagement, says Deirdre Breakendridge of Pure Performance