Why we’re all social media managers

Its novelty now long worn off, online networking and community management have since become tasks of every communicator, whether it’s reflected in his or her job title or not.

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Social media is going the way of online shopping. In the same way that online shopping has become a seamless, ubiquitous part of our lives, social media will soon be invisible.

Will we ever stop referring to “social media” as such, with the term becoming implicit? I contend that we’re heading there faster than most people in our profession realize.

Social media is certainly not novel anymore. More PR pros, marketers, and communicators—including this author—have some variation of “social” in their job title. Even more will have social media in their job description.

Jonathan Perelman, head of agency relations for Buzzfeed, is quoted in Forbes and Digiday saying that PR is “bound for a renaissance.” I agree.

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