I love it when Twitter makes its way into the broader media limelight as it again did in the New York Times article by Laura M. Holson called “Tweeting Your Way to a Job.” The article is largely about the efforts of job seekers to land a dream job in social media working for the Murphy-Goode Winery in Sonoma County. What rocked my world was the assertion that:
“the position of social media specialist, introduced by companies like Comcast, General Motors and JetBlue Airways, has become the hottest new corporate job among the Twitterati. To marketers, it seems, personal relations have become the new public relations.”
Social Media may be the hottest new corporate job among the Twitterati – and it should become the hottest new communications job for forward thinking companies – but replacing the public relations function?
I think companies interested in a successful external communications programs would have both.
Managing the image of the winemaker and channeling the message through different media in different voices is not a task for the faint of heart. Hiring someone to broaden the reach of your product through social media channels is a critical component of public relations and, in some instances, investor relations as well. In many ways the professional communicators’ worlds meet here. And that is why it has the potential to be very powerful.