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This is a really timely dialog, good stuff.

Taking a snapshot of the current environment, I think both points are valid. We're seeing that slow but significant change - that melt of online/social media into PR. Right now smart PR people are seeing their tactics arsenal double before their eyes, and having experts on hand is going to be an important part of the evolution.

Case in point (and Eric, back to the conversation about the impact of blogging on journalism), blogs will under some circumstances be acknowledged as legitimate corporate disclosure...that's a big jump, and means PR and IR strategists have some decisions to make:

Thanks EZall! And I agree, that story about corporate disclosure is interesting. Corporate blogs are a perfect example of how social media is becoming an increasingly important part of how companies promote themselves and deal with the world.

Having seen this rise of the "social media expert", I think it's short-lived, just like Webmasters 10 years ago. These skills will slowly melt into what's typical marketing and PR, and you won't need people who are this specialized.

See:

Louis, two points.

First, I have to disagree that "social media expert" is short lived. You won't get burned and shunned by your customers because you don't have a webmaster (more likely just ignored). You WILL be blindsided if you don't have your eye hovering over social media, just as Comcast, Sony, and hundreds of companies have been. Social Media is about spreading the word rather than managing a website as a webmaster (a job, mind you, that still exists).

Second, I don't disagree that it will eventually melt into marketing and PR - like I said in the article, the job title may change, how its addressed will absolutely changed. But social media-related jobs will NOT vanish - those responsibilities will only grow. Rather than become small parts of a marketer's jobs, those parts of the job will grow as social media grows and more users plug in.

And thanks for the mention, Eric!

I agree that these skills will be essential to forging and maintaining relationships/customers/audience, whether or not they're full time positions or tied into other functions.

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