Good overview of the changes happening in the social media job space. Key point is that, just like “digital” before it, social media is blending into just about everyone’s role. But, companies aren’t really ready for that (Surprise, surprise):
Whether everyone is adequately trained for that job, however, is another question. Just as it took years to fully onboard email, integrating social media into the workplace is frustrated by a skills gap.
But, the biggest transformation is still just beginning. And functional skills won’t be the problem. Businesses are going to have to remake their cultures. As more and more of the core functions of business take on social, realtime dimensions, businesses are having to become truly social business. That’s a culture problem. Companies are still in the mode of adding social as another tool to do what they’ve always done. But, real innovation comes when businesses realize they can solve problems in new ways and pursue completely transformational opportunities that come when brands work in new ways.
So, lets do away with the job title. Let’s make social media part of all of our roles. But, great leaders will have to both understand the practical/skill aspects AND have a deep curiosity about how the culture of their businesses can evolve quickly.
In my view, the external social media marketing successes hide the fact that the organisation relies on one or two individuals to drive social engagement. This creates a bottleneck. By having social be part of one department stops progress across the whole organisation.