But as I look to the future, I’m not sure marketing, sales, advertising, or even PR are going to be the leading career paths for somebody I would hire to lead a social organization transformation. Of course these areas are important—and will continue to be—but if I’m growing a corporate social media competency, here is who I would hire in my company:
1. Journalists. The social Web’s need for content and storytellers is insatiable. I was recently on a panel with a dean of a large journalism school and he said they are having record enrollment. Why? Where are these people getting jobs? Alternative media. The ability to rapidly crank out superb content is at the heart of any new media strategy. As the information density of the social Web continues to escalate to unbearable levels, the ability to stand out through scintillating content will be essential.