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.
Of course companies have been seeking to exploit the marketing possibilities of social media for years — remember all those corporate storefronts in Second Life? Politicians and actors, too, have become adept at bypassing mainstream media to interact directly with fans (and foes). But only recently have companies begun hiring someone specifically for the task, largely because of the explosive popularity of Twitter.
Source: New York Times
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