But, it has made me realise...there are people working in the PR industry who evidently have lived like this, the "social media lifestyle", the majority of their adult life. These aren't just juniors anymore, they are upcoming account managers and more senior influencers.
How will this affect the industry?
I don't know. As an agency, my employer does not have a dedicated team of social media buffs...simply a digital campaign exec and my grubby little paws on occasion, working across several media platforms. However, some agencies have built teams of people who, since leaving university, have carved themselves a little niche of 'social media in PR'. Granted, they are an intelligent and frankly integral part of the team. But upon review now, we have upcoming PR people who can operate a social media site with their eyes closed, hands tied and under the influence of alcohol. I couldn't, when I was their age, even be trusted with emails on my mobile. But, this new generation allow friendships that start out as likes, followers and Facebook friends. They may have a wide social circle, but a smaller real-life peer group.
So, looking at this, do we have a potential shift in the way that we all work with social media? Will the dedicated team fade away with a sole 'Director of Social Media' overseeing all PR people that can now understand and utilise the power of these platforms to deliver their objectives? In my head, that looks like the cost-effective, logical, profitable way that social media will progress. PR people, at least the ones I know and have the pleasure of working with, relish a job with variety where they can utilise their multitude of skills to achieve results for their clients.
I know I am one of those. Are you?
I am interested to see how this progresses in the next few years.
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