When I speak in front of audiences, I’m candidly alarmed of what we don’t know of the full digital pie.

Sure there are social media ninjas that can rhyme off experiences from Facebook to Pinterest.  Another tribe can masterfully speak to the intricacies of Google’s algorithms and how to scale the search engine ladder. Perhaps less sexier, but it’s interesting to hear the tribal geekspeak of the merits and pro/cons of platform software, cloud computing and hosting challenges.

The reality is the majority of us who are business people can rarely become expert in more than a couple of these areas if we really put our minds to it. Unfortunately, I find people have an utter lack of proficiency in areas where they haven’t full expertise mastery. And since many of these are digital aspects are interrelated, that’s a problem.

In the graphic attached, I have ranked the skill areas required for the 6 key constituents of the digital engagement industry: key  client staff (executives, marketers and IT people) and service providers (ad agency people, web developers and PR staff).

As mentioned in this previous post, the 11 core skills areas of digital engagement that most people should acquire working level proficiency with are:

  • Content/campaigns
  • Social media/networks
  • Outreach/paid media
  • SEO/search marketing
  • Mobile/apps
  • Metrics/analytics
  • Org. Integration/Culture
  • User Experience/Design
  • CRM/eCommerce/Fundraising
  • Hosting Platform/Software/Operations

We’ve attempted to rank these by functional area to see where your priorities for digital upskilling might exist.

So how much of the iceberg do you see and how many of these areas can you adequately make business decisions on?

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