Here’s the dilemma though: Youth with social media knowledge are not effective marketers. Established marketers with no social media knowledge are no longer effective marketers either.

The key is finding those people who exist somewhere in the middle (and age does NOT matter here). Whoever can best blend these skills into an effective whole will be well suited for PR’s evolution.

As a Millenial who heads up an entire SM campaign for my organization, it took about 2-3 weeks of planning and discussing before I felt comfortable being in charge of it. This was also after a year of working there and knowing the brand like the back of my hand. I think people don’t understand the responsibilities of the SM space.

Lauren

Social media was discussed and covered in my curriculum, but there wasn’t a stong enough emphasis on the strategic aspect of this new medium. Personally, I took it upon myself to learn about social media and how to use it for PR purposes. I simply didn’t want to be left behind. I read dozens and dozens of white papers, bought books on the topic, subscribed to blogs such as Communications Catalyst, and enthralled myself in social media.

While simply having a Facebook page or Twitter feed does not constibute “expertise,” it certainly helps one become familiar with social media tools. And when used approriatley, participation in the social media realm can evolve into knowledge of its role in the marketing mix.

I specifically use social media tools to converse with knowledgable professional — such as yourself — and learn from them. I use blogs, Twitter, etc. to share content with like-minded individuals and contribute to the conversation. By doing so, I have acquired a firm grasp on social media and how it can be used as a strategic PR medium. In fact, I wrote a thesis on social media entitled, “Public Relations & Social Media: Evolution Meets Revolution,” in which I discussed the evolution of the practice (how it began, its role in society, what it is, etc.) and the revolution of social media (its emergence, tools and tricks of the trade, etc.).

Basically, social media simply compliments the traditional practice of PR. Public relations is a versatile practice. The principles and purpose are the same. A new medium has just been added and “gatekeepers” are losing their prominence. Universities just need to examine that social media is best used as a tool for monitoring, content disribution, and two-way conversation with audiences. Once those basic principles are understood, further endulgence can commence.

While I agree that there probably isn’t a strong enough emphasis on social media in many college curriculms and the task should not be soley be bestowed upon recent graduates, I do, however, feel many young professional are very up-to-speed on these new technologies and their role in the practice of public relations — if they work hard, research and devote significant time to understanding.

To me it makes sense to hire young professionals to HELP handle social media strategies. They may not be qualified to be handed sole responsibility, but their youth and enthusiasm should serve a company’s social media objectives well. We must remember that many seasoned PR pros no very little about social media, while most young professionals know a fair amount.

Thanks for the post and starting the lively discussion. Sorry for the long-winded comment. Have a great weekend!

JGrass