Social media will
be an enterprise-wide mainstay by 2011, but most
marketers and PR people are still trying to wrap their heads around it all.  And
those that don’t get up to speed could find themselves without a job.

The CMO Club, polls its members on a regular basis. Just before the end of 2009 they asked this question:  What would you do differently in 2010?
64% said they’d increase their spend on social media and 72% of those
who are not yet doing social media said it’s on their list for this
year.

This week the question was What is your top priority for hiring?  Social media skills topped the list at 39.2%. Next was segmentation and database marketing at 29% and industry expertise was third at just 14%.

Pete Krainik, founder of the CMO Club, predicts social media will
be an enterprise-wide mainstay by 2011, but most
marketers are still trying to wrap their heads around it all.  And those that don’t get up to speed could find themselves without a job, he says.

And since PR likes to think we’re leading the social media charge, it seemed logical this would apply to PR jobs too.  I asked several executive recruiting firms who specialize in PR and communication placement and they confirmed my thoery: Social media skills are high on the list of accomplishments required for landing/keeping a PR job today.

I polled PR agencies on Twitter to find out if they feel that social media is essential to winning and keeping accounts. About 70% replied with an emphatic ‘yes.’

Yet Econsultancy’s Social Media and Online PR report found only 13% of companies are ‘very satisfied’ with the social media services they get from their PR agency. The Public Relations Society of America’s Counselors Academy rated mastering social media skills as the #2 concern for PR professionals in 2010. 

So I’d say we still have some work to do. If getting more knowledge on the subject is on your list, check out this social media strategy whitepaper.