Beware the Social Media ‘Guru’: Web Skills Can Be Blinding in Exec Search

Wanted: Social Media Guru. Must know Facebook, Twitter, LinkedIn and YouTube inside and out; dazzle us with your community building experience; must be a quant jock, and be able to end a crisis in 140 characters (or less). “A red flag goes up for me when someone says they’re a ‘social media guru,’” muses Bob Pearson, chief technology and media officer at WeissComm Group. “It’s a concern, because just blogging or tweeting a lot does not make someone successful in social media.” As digital PR/social media become more prevalent within communications—and more integrated with other PR strategies and tactics—what are agencies and businesses looking for in candidates for a high-level social media position?

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