If you thought that SMM was solely about creating engaging content and promoting it according to algorithms on social media platforms, it’s time to look at this profession from a new perspective. Daria Shishlyannikova is a specialist who exemplifies that the most outstanding professionals in Social Media are those with a strong background in Digital Marketing and mastery of all its tools. With such prerequisites, a rare specialization like Social Media Digital Marketing Manager emerges. These professionals are now considered the unicorns of the market due to their unique combination of skills and expertise across social media and digital marketing domains.
What makes them so unique?
A Social Media Digital Marketing Manager combines expertise from both social media and digital marketing disciplines, enabling to see the bigger picture and create more efficient strategies. On one hand, knowledge of social media implies that such a specialist is highly creative, well-versed in current trends on networks, and in tune with the most progressive approaches. On the other hand, a deep understanding of digital marketing principles helps leverage social media as a tool to enhance other channels (such as SEO, email, content marketing, paid search), and enables the creation of strategies that utilize SMM as a vital component of all business processes.
In their strategies, such professionals tightly integrate SMM into working with other channels, transfer adjacent experience from neighboring directions (such as app development, e-commerce), and always consider social networks as one of the elements of business processes rather than a separate channel.
Daria Shishlyannikova: a unicorn of digital and social
Daria Shishlyannikova is one of a kind Social Media Marketing Manager with over a decade of experience. In her own words, she always found it difficult to give the appropriate term for her specialization because her methods went beyond the scope of classical SMM, and her strategies encompassed a broader picture. However, after many years, it was precisely this approach that led her to success, distinguishing her among other specialists.
With a solid background in digital marketing, including her role as the Chief Marketing Officer of Russia’s major premium online retailer Aizel.ru, she founded her marketing agency, KIOSKO, in 2014 to specifically focus on social media, recognizing it as the most rapidly growing channel. Over the years, she has cultivated an outstanding reputation, establishing herself as a digital unicorn who adeptly blends creative approaches with a broad technical toolkit and deep knowledge. KIOSKO digital marketing agency has garnered recognition for its partnerships with major international restaurant groups, Michelin-star chefs, grocery store chains, TV channels, and premium online retailers.
The Importance of Blended Approach
Daria’s extensive knowledge in digital marketing enables her to continuously experiment with the implementation of new frameworks and models in social media marketing, thereby enhancing strategies. For example, she stands behind the idea that the PARC framework, initially introduced by Stanford University and used by digital marketers to evaluate the digital transformation of companies, can also be used to empower social media strategies. By offering a new perspective on the framework, she provides valuable insights to the community on how this knowledge can help evaluate SMM strategies and identify weaknesses before implementation.
She is also among the rare specialists who know how to implement Fogg’s Behavioral Model into Social Media Marketing. This model, commonly used in app and web development, underscores Daria’s ability to draw insights from various facets of digital marketing, demonstrating her capacity to set trends and innovate within the realm of SMM. She generously shares her research and ideas with fellow marketers through articles, actively participating in the community as a proud member of the Guild of Marketers and the American Marketing Association.
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Conclusion: The Future Is Hybrid
As businesses continue to navigate the complexities of the digital world, the role of Social Media Digital Marketing Managers will only grow in importance. They possess more tools, see the bigger picture, and are more flexible with any changes. Professionals like Daria Shishlyannikova, with their unique blend of skills and a deep understanding of the digital landscape, are setting the standard for what it means to be a digital unicorn. Through innovative strategies and a commitment to embracing the latest trends, they are not just participating in the digital revolution; they are leading it. In a market that values innovation and adaptability, the expertise of professionals who are able to blend together the best of different specializations remains highly valuable.