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Online and social media talent: How much should you pay your online and social media employees?

I am getting a lot of searches to this blog  for info on social media salaries and what should a CMO salary be budgeted at or posted for.  I must say, when I talk to Senior Execs or heads of HR about this topic they are always way off on what is the going rate.  Both CMOs and the HR depts have no idea how to value the salary bases of these positions for on-line and social media talent. Even more so, if they have on-line, offline, e-commerce and social media.   These employee skills sets are so new and so valuable, that true talent is hard to find. There is no research up to date enough to value the positions in this area.

There are two camps for online talent self valuation: the ones that under- price the market because they have no idea what their skill set is worth; and those that know and are highly compensated.  If you want really good talent in this area, it is going to be expensive for good on-line and social media expertise. Even more, if you want to mix in traditional brand and direct response into the resume search.

The question that often is asked is how much will I need to pay to get really good on-line and social media senior people? Lets face it, there are a lot of young entry-level and up to 5 years talent in the market, but when you want more experienced players, with the whole package of on-line, social, brand, direct response, advertising and or DRTV,  the pool you can tap into gets really small, really fast.

Yes, even in this economy, the job market for on-line, e-commerce and social media expertise is still red-hot.  So be prepared to pony up.   The way I am looking at this is from what you are going to have to add to the base of what you are currently paying or considering  paying and what the premium on the salary will need to be to attract the experienced talent.

So here is my rule of thumb of what the addition to base will need to be for experienced on-line and social media hires.

  • CMO with traditional marketing as well as on-line and social media is a $75k to $50k premium above others without. There are just a handful that are really hands on and have the social media knowledge.
  • CMO with all the above, adding e-commerce, and web content management ,$100K to $175k premium above. The hardest to find of all.
  • VP with traditional and web $25K above
  • VP with traditional/web and social media and on-line $50K above.
  • VP with the above and brand, content, social media and e-commerce, $75k to $100K above
  • Director with social media and on-line , no traditional. $15k above
  • Director with social media and on-line and traditional $35k to $50K above
  • Web master with flash  $10k premium.
  • Web master with programming,$ 15k to $20k premium.
  • Email and metrics to the web master position add another $5k.
  • Social media and online strategists add $35K premium
  • Social media coordinators & bloggers, add $5k premium
  • Content managers, add $10k premium
  • PPC/SEM add $7k premium
  • SEO add $10K premium
  • Developer that also can plan and do UI add 15K to $25K premium
  • Gaming, mobile or SMS, add $25K
  • Online brand/product manager, $15 to $25k  more than your other brand product mangers.
  • On-line coordinators plus $7K to $15k  above base.

Add your own experience and advice to this blog for others see.


One Response

  1. Here is some feedback on salaries for other multi media/ web positions.
    Avg salaries.:
    Web developer: $66,142
    Multi media $42K-$46K
    Multi media producer $52
    Multi media writer, $58K

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