How absurd would it be to hire a “Director of Phone”?
Imagine proposing a job requisition for an “Email Manager” position?
Where would you go to hire a “Czar of FAX”?
Yet companies are hiring “social media managers” and “social media directors” to lead the “social media team”.
In a couple years, these titles will seem just as absurd as those above.
Social media needs to and will become (for those who get it right) integrated with all other functions and part of the fabric of the organization, just like phone, FAX and email did.
(The huge difference is that social media is the first of these kind tools that allows you to listen first.)
It won’t be a skill and it won’t be a department.