I’m sick of people asking me to make things go viral. Here’s what’s next, friends and critics: a return to the desk. That’s right. A real job. Social media as a tool and not as a fancy shiny object.
What are people doing taking titles like “Social Media Manager?” To me, this is a scary thing. Why? Because it’s like being the fax manager or the email manager. You’re naming yourself after a tool.
The jobs where you might use social media tools exist in the marketing department, in the PR department, in customer service, and in several other parts of the company. Maybe this sounds wired. Maybe it is. I guess my big point is that we’ve got to shift this from “gee whiz” to “this is what we do to build business relationships.”
Push away from meaningless metrics and point your efforts towards moving the bottom line. It’s absolutely imperative that this become a “real” job instead of something cool.
