The Role of Digital Skills in Pr

Benden sosyal medya uzmanı olur mu? Türkiye’de yayınlanan iş ilanlarındaki gerekli beceri ve nitelikler üzerine betimsel bir içerik analizi

“…Strategic production skills: To be able to move towards a goal, take the right steps towards that goal, get there, and reap the intended benefits. On the other hand, considering the demands in job postings in the communication sector, it is possible to see that communication skills and qualifications used in the communication process with the target audience such as developing strategies for digital media, digital content design, digital content management, digital advertising management, data analytics, SEO, SEM, social media networks, social media marketing are emphasized as digital communication skills (Ciochina et al, 2019;Kılınç & Akyol, 2018;Meganck et al, 2020;Özarslan, 2019;Şentürk & Fidan, 2016). There is a professional field that directly demands these digital communication skills, and that is "social media expertise".…”

“…This situation has led to research comparing the demands of the sector and university education not only in Türkiye but also globally. Studies investigating the demands of the sector from university graduates have been conducted in engineering (AbdElall et al, 2012;Fourati-Jamoussi et al, 2021;Shi, 2008) health sciences (Saruan et al, 2015), tourism (Kokt & Strydom, 2014;Wang & Tsai, 2014), banking (Güler, 2020), education (Heggart & Dickson-Deane, 2022), real estate (Ting & Su, 2008), energy (Plaksina et al, 2017), business (Mozahem, 2021), industry (Gazquez et al, 2021), architecture (Kim et al, 2012), social services (Morales-Trujillo & Garcia-Mireles, 2019), agriculture (Kassem et al, 2021), textiles (Christine, 2008), forestry (Lindberg, 2000) and communications (Bernhard & Russmann, 2023;Ciochina et al, 2019;Daugherty, 2011;Flynn, 2014;Jashari et al, 2022;Lane & Johnston, 2017;Meganck et al, 2020;Todd, 2014).…”