Are You Sure You Want That Social Media Job?

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Brass Tack Thinking - Are You Sure You Want That Social Media Job?You want that social media or community job because you think working online would be awesome, right?

Working on Twitter all day. Getting paid to blog. Being a brand advocate, creating cool promotions, engaging with your customers all over the web. Getting a few moments in the weird limelight that is the microburst of internet fame. Speaking at conferences, hobnobbing at events.

But here’s what you don’t always think about before you lust after that gig.

You’re now a representative of that brand, publicly. The lines start to blur between what’s personal and what’s professional, and all the disclaimers in the world won’t always mean that you can or should post whatever’s on your mind. The personal and professional profiles you keep might be and feel physically separate, but Google doesn’t know the difference, and sometimes, neither do your customers.

You need to make conscious choices online about how you interact, what you post, and how you marry your individuality and personality with your professional reputation and obligations. They’re inextricably tied and related to one another, and if that’s your career choice, you’re likely going to have to make some sacrifices on the personal front in order to maintain a professional persona that’s appropriate for your work. It’s just part of the gig.

Your ego and hunger for the spotlight will hit reality speedbumps when they have to give way in the face of projects, professional objectives, company systems (or policies, even) or collaborative, team efforts. If you think it’s about being a social media rockstar, think again. The real work – the stuff that’s driving your business – has very little to do with the fleeting, superficial world that is internet fame or schmoozing at the parties.

You’re going to have to let go of the idea that your Twitter following is what makes you, and get comfortable with the idea that your business acumen and success are what you’ll be measured against. Social media is just the vehicle. What you’re accountable for is the success of the business and your performance on the projects that matter. Not all of it will be sexy. The CEO can’t and won’t cash a check against how many “likes” you have on your latest blog post. And while your Facebook fans might be important to you, they’re not the ones that pay your salary or determine your long-term value to the business.

My job is as a business woman, not a social media guru.  Community is my focus, and customer loyalty and business growth are my goals. Social media is just one way that I get there. I build strategy full of measurable objectives that takes more than a few fluffy words on a piece of paper. I execute projects, work long hours (the internet doesn’t sleep very well), get my hands dirty, find things that aren’t working and fix them. Driving business through awareness, business and relationship development, and loyalty is what I’m held accountable for, and metrics prove whether or not I’ve performed.

Don’t misunderstand: I love my job. I love what I do. But it’s not cake. It’s challenging. It’s real work, not just sitting on the internet all day. It’s every bit of a professional commitment as many of the jobs I’ve held in the past, probably even more so.

So, are you sure that social media job is what you think it is? Are you still hoping it’s just fun on Twitter and Facebook all day? Or are you ready to step up to it as a professional?

image credit: kennymatic

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  • http://www.socialmediamercenary.com Leslie A. Joy

    I think one of the biggest things about doing that type of work is you have to remember that you have to Tweet/post Facebook updates/blog about things relevant to your client-not necessarily things you are interested in.

    I think one of the most disappointing things is that I have to read certain blogs to keep up on industry trends and find things to tweet about…but they aren't necessarily the same blogs I'd be reading normally.

  • laurenfernandez

    “Thank you” doesn't seem to cover it for this post. It needs to be said, sometimes over and over again. You can step into this space and not realize what it means. Sometimes I wonder if its a generational thing, because I see “being brazen” happen more among the u30s.

    The concept of “anyone is watching” really doesn't seem to faze some people. The impression they get v. what actually happens behind the scenes is not always the same. I think selective transparency is key in this space – ie. not withholding information, but being aware of what you are posting at all times. You don't have to share it all. People judge without even realizing it.

    Thanks for the good reminder, A.

  • http://www.internet-bard.com KatFrench

    Amber, *thank you*

    “Your ego and hunger for the spotlight will hit reality speedbumps when they have to give way in the face of projects, professional objectives, company systems (or policies, even) or collaborative, team efforts. If you think it’s about being a social media rockstar, think again. The real work – the stuff that’s driving your business – has very little to do with the fleeting, superficial world that is internet fame or schmoozing at the parties.”

    We've had two positions open for social media specialists in the last few months. For every one candidate who gets that we're looking for a marketer with social media fluency, we get a DOZEN “check out my massive Twitter following and snappy online repartee! (and please overlook that I have no real business experience)” people.

    You can see them slavering over the opportunity to ride the coattails of our clients' brands to “social media rockstardom.” Yuck. Just yuck.

    Since when did arrogance and shameless self-promotion become “skill sets”? Why on earth would we hire you when it's patently transparent that you're only interested in using our clients to build up your “personal brand” so you can move on to leech off the next client?

    If you're looking for a social media job and I'm doing the interviewing, don't show me your “personal brand”–I could care less that you really, really like yourself. Show me your freaking case studies.

    Sorry for the massive rant. Hit a nerve this week.

  • Adam

    Amber
    I have asked myself that question a few times today.
    For all the good things that have come from being involved in the space, some things can happen to you that you may not be prepared for.
    In addition, often 'doing your best' isn't enough in the eyes of some – which is good in the respect that it can help you improve, but tough when you feel that feedback oversteps the mark of being constructive.
    Would I change anything – no way – but I may have spent a little more time listening before jumping in to understand social media's quirks a little better.
    Adam

  • http://www.newcommbiz.com tacanderson

    Great post. Love the picture :)

  • http://www.themurr.com/ David Murray

    Glad you provided some spotlight on some of the realities of working in the social web professionally. Many forget that social media as a marketing practices is a business decision and like all business decisions, it demands results.

    Some of the things I've learned:
    1) You are always representing the company you work for, regardless if it is your personal project or not. Doesn't matter. You are out there and people will look for and now who your work for.

    2) The internet has no off button. I haven't pulled these wacky hours since college. Just because you are in the office, doesn't mean your job is done at 5pm. Get ready for 50-60 hour work weeks.

    3) Don't pigeon yourself by saying you can do social media. Think bigger than that. Say you know marketing, PR, communications, branding, project management, customer service, analytics, etc. That is a lot more marketable than just knowing how to manage a Facebook Page.

    4) Your social media job will demand constant learning. Sitting on your laurels and your current skill sets won't do. Get ready to roll up your sleeves and educate yourself…constantly

    5) Learn to write. If I could take a time machine and travel back, I would visit myself in high school English 101 and kick myself in the face for not paying attention. I've never written so much in my life, and this isn't just blog writing. I'm talking about project proposals, business development, white papers (yes they are still important), ebooks, documentation, etc.

    6) Get comfortable being in the spotlight. Now more than ever the social media person becomes the face of a company. This isn't necessarily right, but it happens. So if you think you can just hide in your cubicle, forget it. Smile and get ready for your interview.

    7) Find a hobby that has absolutely nothing to do with social media. Before it was my job, social media was my hobby. Now that it is my job, I need to switch my brain and find activities that relate in no way to my job.

    I'm sure there are more, so forgive me for some ramblings here. Your post is an important read for anyone looking for a sm job.

  • http://twitter.com/brightmatrix Mike Zavarello

    Amber,

    I love what you've written here for two reasons: 1) it helps to dispel the notion that working in social media is more than “being paid to tweet” (a misconception I have to correct more than I'd like) and 2) serves as a cautionary tale that you can't sacrifice your company's presence in this space to advance your own. I've been giving a lot of thought to personal vs. professional activities in social media over the past few weeks, and your post both clarifies and validates much of my musings. It's a healthy reality check.

    Your thought about needing to mind your mouth when becoming a representative of a corporation, cause, or brand on social media reminds me of politicians: as public servants, they have to be careful of what they do and say as well. They are individuals like the rest of us, but, just as you said, Google doesn't know the difference.

    Mike

  • http://twitter.com/mhillaert Michelle Hillaert

    Wow. Well put. I get so tired of people playing numbers games… “I have more Twitter followers, so… ” Thanks for re-affirming those of us that have to remember it's not about being the most popular or being perceived to be rock stars… but it's about doing my job…. and doing my best.

    If you're going to be working in social media, you need to be great at building relationships both online AND offline… it's a skill. It's not a numbers game… It's a mixture of marketing & customer service… essentially two jobs in one. If you are not giving your customers the priority and attention they need… you're not only cheating your customers, but your company as well. It's as simple as that.

  • christianlisogorsky

    A social media position is like any other position in the marketing/pr/customer service department. I see social media as an extension of the professional persona. Yes there are a few great social media rock stars examples like you, Frank and Scott, but bottom line if you do not deliver business results as a consequence of your “rock star” status you might become a “one hit wonder”.

    The problem comes when more traditional media companies like MTV (recently they picked their 1st. TJ) portray that their social media positions are based on growing twitter followers and facebook likes. When people start realizing that facebook, twitter, youtube, etc are social media channels and that the core value of social media is growing the business through strengthening the relationships with the customers with a business objective in mind; maybe we will be able to better explain it to people seeking jobs in social media that that is only one of our objectives in our jobs.

    Maybe we should start tweeting and blogging more about how many times we have to demonstrate success with business metrics based on objectives previously set and reset many times and less about the times we are invited to speak about our “rock star” status.

    Great post, thanks for sharing.

  • http://twitter.com/jsgriffin Jeremy S. Griffin

    As someone who works in social media marketing, I can safely say that you've hit the nail on the head here. However, I'd also like to say that some social media jobs are every bit as awesome as you'd hope them to be.

  • Crysta

    You're dead on. Many of my friends say, “Oh, it's so cool that you get to tweet/blog/Facebook all day!” but the reality is that it's still a job, with goals and expectations. I love what I do, but it's not for everyone, and it is very, very difficult to draw – and maintain – that line between your professional and personal online presences.

    Some of my company's Twitter followers started following my personal account – and gave me a #followfriday shoutout – that made me really realize this. True, I'm always careful about what I post anyway, since I never know when my mom will figure out “that Twitter thing,” but you have to be willing to remain professional 24/7.

    Leslie's right, too, in that as part of the job you're not necessarily reading the things you want to – it's essential to keep up on the trade websites/blogs/etc.

  • http://www.sociallypopular.com Socially Popular

    Hey Amber,

    This is awesome insight. It's true that people think it's all craps and laughs. In the end it's a business and businesses has to meet their goals.

    Thanks for the great post!

  • http://twitter.com/CaraKeithley Cara Keithley

    This is one of those posts the needs to be bookmarked and reread regularly. It's similar to the daydreams of working for yourself…making social media your job is very different than providing status updates for friends. Thanks for keeping social media dreamers grounded in reality. Career choices need to always weigh the pros AND cons.

  • http://zrdavis.com/ Zach Davis

    Well said Amber and Tamsen. You guys paint the picture much more politically correct than I would have. For me, the essential question boils down to, “are you capable of using social media in any other way than as a narcissist?” It's a difficult request, because, social media, as it's used today, is in large part just that. You're entering a world where your friends are having casual conversations, and you're not allowed to ever take the company hat off. Add to the fact that many who occupy these positions are recent college grads, so the whole “professional demeanor” is likely a brand new concept. You'll know you're doing the social media thing correctly when going on Facebook and Twitter stops resembling fun in any way.

    The one caveat to this, would be having a different identity as the brand's online presence. Instead of being Amber C, super master guru of Radian6, there could be a “Radian6″ social media presence and a separate “Amber C” account. Although, people don't really connect the same way with a logo as they do a face, so I could see why this option is not preferred.

    Well done.

  • http://twitter.com/bailingbucket Rhett Soveran

    Great article. I appreciate the honesty, because these are things that I've had to learn over the last year as well. I never really wanted to be a rockstar per se, but the blurring of lines between personal and professional and what it really means when your name and face is that of a company and if that's something I really want.

  • http://twitter.com/JanetAronica Janet Aronica

    “My job is as a business woman, not a social media guru. Community is my focus, and customer loyalty and business growth are my goals. Social media is just one way that I get there.”

    Bingo.

    Also, it is kind of an identity crisis sometimes trying to manage your personal profiles online. Honestly, I feel like my Twitter is a pretty dry version of what I'm really like because I try to consciously think about what I tweet. It's not like when I was in high school and it was AIM and I could throw up an angry away message about something if I was having a bad day. This is much much different. There's also that constant balance I'm trying to reach…like how much of my Twitter account can be RT's about oneforty, if any of it at all? This is a lot harder than it looks.

    Janet Aronica
    Community Manager
    oneforty.com

  • http://twitter.com/LauraScholz Laura Scholz

    Great post, Amber, and I think it applies to those who are self-employed or have their “name” attached to a business. What I underestimated the most about having my own firm is that I'm always on. Online, in public, either way, there are clients, potential clients, competitors, peers and community influencers watching and reading every thing I do. I'm lucky that my type of work and particular niche allows me to be transparent, but it also means being an ambassador for MY brand and MY image 24/7. I'm very careful about what I post online, because not only do I have my mother reading, but current clients and potential clients as well! Same with in person. It's wonderful and amazing, but also exhausting and a lot of hard work. I think a lot of people could use this dose of reality.

  • http://twitter.com/kikilitalien KiKi L'Italien

    Thanks for writing this – I have problems with a lot of people seeing the work I do as just “fun stuff” and almost like play. They don't see the creation of social media policies, strategies, or intense monitoring that also goes into it. They don't realize that there is so much constant learning and absorbing going on that there is virtually no “down time” when online media is your job. It is exhilarating, fun, and interesting…yes! But it is also mind-numbing, repetitive (how many Twitter 101 sessions can there be?), and never ending (“What, you haven't heard of Whrrl? Where have *you* been?!?”).

    I absolutely love my job, but when my dad says, “I can't believe you get paid for that” I know he doesn't get it. But when I start tracking my hours spent in “setting the stage” for a project online, I know I earn every penny and more!

  • http://twitter.com/kikilitalien KiKi L'Italien

    You are so right, David! I actually moonlight as a freelance makeup artist in DC when I am not doing my usual social media work. Great comments!

  • http://www.deepr.ca/new_punishment/2009/09/grass-really-is-greener.html DarrinSearancke

    Great article – but, none of this surprises me. Is that wrong?

  • http://becky-johns.com Becky Johns

    Amber, really great post, and really great comments that have followed. You've pointed out how important it is to think about the fact that there is still business behind social media. If companies are smart, they are hiring people that are responsible with the power of social media and have experience to back up the business goals, not just people trying to be internet famous.

    The people that do become social media rockstars largely get there because they are a) nice people b) transparent and c) good at their jobs. If they have the discipline to work hard and be professional, then that is often what carries over to their personal brands. Many people seem to think their strong personal brands will carry over with them wherever they go and don't necessarily feel tied to their employer. But, in social media positions, that's something that just can't be overlooked. That connection plays a huge role, and it's great you've pointed out how much it matters and what people should expect.

  • http://twitter.com/JustDotDotDot Jordan Martindale

    I think a lot of the social media workers out there need to adopt this view of not being a 'guru' and being a professional business person. Guru is just a buzz word that has run its course.

  • Kerri Birtch

    Great post Amber.

    You really sum up a lot of the challenges that come with working in the social media space. On the agency side in particular, we run into an additional element where we often represent both our company AND a variety of clients. We all have to be aware of these points and ultimately think “What would a client think if they saw this?” And in working for an global agency, I find I try my best not to criticize companies or brands because you sometimes don't know who is a current client of another office or who could be a client at some point. There are so many challenges in the space and while I love the idea of being open and authentic, there are somethings that are just better left offline or left alone entirely.

    Another point that I would add is that working in social media often means being connected all the time. While there is certainly room for downtime sometimes, you really do need to be connected a lot of the time – monitoring, reading up on trends, participating etc. It's not a 9-5 job, and it can be difficult to time manage because of that.

  • http://rickcaffeinated.com Rick Stilwell

    You so get me. :) I get lots of weird looks when I tell folks I work with social media platforms for our company. Weirder when I explain what that means. No one follows until I say, “I play on Facebook and Twitter all day” – and then it skews enough to the other side to bring out a conversation that's more in line with what you've written here. I don't play on T & FB & Etc all day – instead, I study and learn; I interact with customers/clients; I brainstorm and implement strategy. I have found a groove where I can learn and practice and experiment and still put out good work with a positive impact, and that is so refreshing compared to too many folks. Thanks for posting this, Amber – you've got a passionate story that brings the good stuff to the top.

  • Mic

    Great post as usual, Amber. Though I would say your job is as a business woman AND a social media guru….among other things. The title isn't what matters….it's the kind of person you are and the kind of results you produce.

    All of us have a filter when we post things on social media sites…and everyone has their own personal lines that they are or aren't willing to cross.

    At the end of the day, I just want to be true to myself…and true to my clients. What you see is what you get….And there are sooooooo many different ways to add value to a client, be it through social media or other opportunities that you uncover as you spend time with your clients.

    So if you are adding value to your clients, it doesn't matter what “experts” say you should or shouldn't be doing….or what your title should or shouldn't be…..because there is ALWAYS someone that thinks they have a better answer to a problem.

    So my approach is simple:

    1. Make sure every day you can look in the mirror and know that you are being true to yourself….personally and professionally.

    2. Add value to your clients every time you are with them…and make sure they know you CARE.

    If I can do those two things every day, then I'm happy. At the end of the day, we're all trying to get to our own place of happy. It's different for everyone. The longer I live, the more I realize that.

  • http://www.bluegurus.com/ MicJohnson

    Great post as usual, Amber. Though I would say your job is as a business woman AND a social media guru….among other things. The title isn't what matters….it's the kind of person you are and the kind of results you produce.

    All of us have a filter when we post things on social media sites…and everyone has their own personal lines that they are or aren't willing to cross.

    At the end of the day, I just want to be true to myself…and true to my clients. What you see is what you get….And there are sooooooo many different ways to add value to a client, be it through social media or other opportunities that you uncover as you spend time with your clients.

    So if you are adding value to your clients, it doesn't matter what “experts” say you should or shouldn't be doing….or what your title should or shouldn't be…..because there is ALWAYS someone that thinks they have a better answer to a problem.

    So my approach is simple:

    1. Make sure every day you can look in the mirror and know that you are being true to yourself….personally and professionally.

    2. Add value to your clients every time you are with them…and make sure they know you CARE.

    If I can do those two things every day, then I'm happy. At the end of the day, we're all trying to get to our own place of happy. It's different for everyone. The longer I live, the more I realize that.

  • bradmarley

    I guess we should thank MTV and their search for a well-paid “TJ” for ruining everybody's expectations, eh?

    It's important to be able to put your ego aside when acting on behalf of a client.

    Remember – it's not about you.

    Great post.

  • http://twitter.com/maggielmcg maggielmcg

    Add me to the list of people who appreciate you writing this post! You know it's bad when my kids–both “tweens” roll their eyes and say “you don't really work–you're just on Facebook, Twitter and email all day!” Of course they're the same ones rolling their eyes when I'm online in the evenings, weekends, during vacations…because as you and other commenters point out, this job never sleeps. It's exciting to be in a “cutting edge” job but it's also exhausting.

  • http://www.accuconference.com Maranda Gibson

    I don't think any of us realized what a change it would make on our lives. I know I didn't. I'm constantly in positions where I want to tweet about something, or my friends want to tweet something funny (though inappropriate) I said and I have to ask them not to do it. I'm 26 and I'm well aware of what I do for a living and how my online presence is tied into everything.

    I have a filter and I try to make sure it is at least dialed up to a 7 out of 10.

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  • chrislorenz

    Well said Amber. There are some definite sacrifices that are made when you take on that type of role. It is a double edged sword though. I have to say that the added personal responsibility taken on for being a “public figurehead” for the company has been for the better.

    It really has made me take a step back and think about what I am going to type. While I feel that I still have my own voice, it has made me kind of toss out the noise that comes with not having to worry about consequences.

    Social media has definitely made it more beneficial for businesses to practice what they preach and I think it is doing the same for us as individuals.

    Thanks again for a great post,

    @chrislorenz

  • http://twitter.com/TaylorVick TaylorVick

    Great article! Anyone who thinks a job in social media is just surfing the net couldn't be further from the truth. I really liked “What you're accountable for is the success of the business and your performance on the projects that matter….My job is as a business woman, NOT a social media guru.”

    I think it's great fun to go to conferences and geek out with fellow social media-heads, but overall, it takes a lot of hard work and keeping your nose to the grindstone to get results that are measurable, and results that matter to the bottom line. Relationships matter – and social media is just one more tool in the marketing toolbox to make sure brands connect with people.

  • http://twitter.com/jessicamalnik Jessica Malnik

    Thank you Amber for posting this! I just started a new job in the social media world. I couldn't agree more. It's all about the bottom line. Who cares if you have a Twitter company page with 20,000 followers if they are all spambots and not helping to drive the BOTTOM LINE.

    And, you nailed it when you wrote, “My job is as a business woman, not a social media guru.” I'd take that a step further. Don't just be a social media person. Take your skill sets a step further, and make yourself truly INDISPENSABLE to your company. For instance, if you have mad Web skills, take over the website. if you have a solid PR background, get involved with that. Being talented at social media is likely not going to be enough to propel you forward in your career. Expand on those skills by branching out into other areas. It's all about how you can help the bottom line, not about getting 50 likes on your blog post. Always remember that.

  • http://twitter.com/guyma Guy Martin

    @Adam, I totally agree on the 'doing your best' and letting the chips fall where they may. I don't know about other community/social media aware types, but when I'm passionate about my job (and let's face it, Amber hit the nail on the head here – it takes someone passionate to do this job well), sometimes I take things too personally.

    I'd add to Amber's post that a thick skin (or, the ability to dynamically develop one) is a key part of what you need to think about before you take on a role like this.

    @Amber – thanks as always for a 'reference' post – one that folks will bookmark and refer their friends & colleagues to. You're right – the seemingly 'always on' necessity of the job (which you need to carefully manage) should be something folks strongly consider before accepting this kind of role.

  • http://ariwriter.com Ari Herzog

    According to who?

    If a roomful of people who listen to Amber speak about social media come up to her after and thank her for lending her expertise, who is she to say she's not an expert but a businesswoman?

  • http://twitter.com/Jonin60seconds Jon M Bishop

    Love the reality check!

  • http://twitter.com/Jonin60seconds Jon M Bishop

    Love the reality check. Unfortunately there are quite a few of these wannabee 'rockstars' with jobs in SM making it pretty hard for the people trying to keep the industry credible

  • http://twitter.com/ssaxbyPR Scott Saxby

    I have been thinking about this particular issue myself… You certainly do become the brand in a lot of cases. That is why I encourage my clients to be the brand and actively engage in their social networks. If they don't have the time, I find someone else in the organisation who can interact just as well.

    The great thing about twitter is that you can change account names and details in a flash. I'm working on my brand at the moment (getting there slowly) and I am getting involved in my projects, but there is always a certain degree of professionalism that you need to bring to this job. Small sacrifice to make.

    Thanks for the thoughts…

  • http://budurl.com/qgnv Cheka

    I think it depends on how you deal with everything and if you know your limits. Having that kind of job, is not supposed to define you. Your clients should not define you nor should it confine your ideas to what you are writing about, but the credibility of your work should determine how you are as a professional. I guess it is a matter of self perception, as long as your integrity is not compromised, then it should be okay. PS. You might be interested in reading tips on how to turn negative social media feedback into positive
    <a href=” http://sn.im/103mpg“>Positive Social Media

  • http://socialbutterflyguy.com/ DJ Waldow

    Guy: Right there with you on the “take things personally” front. Just had this conversation with my wife last night. I think it's what makes me a good community manager, but also hinders progress. Double edged sword, right?

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    David: #5 really hits home. My writing skills have had to really step up over the past 12+ months. Crazy amount of writing. Even blog comments (like this one) are important, right?

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    David: #5 really hits home. My writing skills have had to really step up over the past 12+ months. Crazy amount of writing. Even blog comments (like this one) are important, right?

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    Michelle: You got it – building relationships ON and OFF line. The offline is where some folks fall off the boat. Great reminder.

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://socialbutterflyguy.com/ DJ Waldow

    Amber:

    You are on a roll. Welcome back!

    “What you’re accountable for is the success of the business and your performance on the projects that matter.”

    Bingo! It's also important to note that the “success of the business” can change often, sometimes weekly (sometimes daily). You have to be not only ready for that change, but willing to accept that you'll be pulled in many directions, taken off course, tagged in on random projects, etc. Your job is to help make your organization more successful – however that is defined. It's all part of the deal.

    DJ Waldow
    Director of Community, Blue Sky Factory
    @djwaldow

  • http://www.puredriven.com Patrick Garmoe

    Amber,

    I really think these are two separate issues.
    1. Separating personal vs. professional. What you're talking about here has long plagued old media journalists. (One of which I used to be). There were all sorts of rules regarding hanging out with sources, keeping your distance, not publicly marching for certain causes, not because it would make you biased, but it would make you appear biased (which is almost more important than being biased). This is an important issue especially with the Internet and community managers. I have a personal account and company account on Twitter. While I'm freer to share my thoughts on the personal account, I still don't RT or talk about items I'd be worried my boss would frown on. And community managers need to adopt some sort of standard like this.

    2. What you're saying in the second half of your post: It's hard work, and it's all about results. Couldn't agree more. I love social media and am very passionate about it, but my paycheck comes mainly through lead generation and writing dry strategies and proposals based on what I learn and who I connect with via social media channels. And anyone getting into this business has to realize that's what they have to be great at, not building a big following anywhere. The tools are relatively easy to learn. Businesses want to know how you can creatively use those tools to construct initiatives in a variety of key areas. That's what community managers need to be good at.

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  • http://www.smlatam.com/blog Christian Lisogorsky

    David, great complement to Amber's post. #3 should be a post by itself. I particularly like to say that it shouldn't be called Social Media, but New Media. For me it is another leg of the marketing/communications strategy of every company that chooses to embark and as such the person responsible for social media should be accustomed to do the same analysis and reports that any other person in the marketing/pr department does.

    Yes, there is public exposure associated with the position and basically you never leave the office, I happened to be answering to members of the community at 2-3am on a Wednesday.

    Great comment!

  • gregdelima

    Amber,
    Two words: HELL YES!
    This is by far one of the best articles I've read regarding the separation of professional and personal online. No matter what we do online or off, if we're connected to our company as part of a social environment, it will come back to both.
    I'd like to say that when you say you're a businesswoman not a social media guru, I think that is so much of what people take for granted today. So many people are going on and on about how they're a social media expert or whatever, but truly it's just good business. Just using a different means of doing so.
    So yes, thanks for helping us all realize what comes from social media and how it really is a part of something bigger.
    -Greg
    http://gregdelima.com
    @gregdelima

  • http://www.jeffgibbard.com/ JGibbard

    I could not have written a better and more accurate description of what it's actually like to work in Social Media full time. I am often struck by the balancing act going on at all times.

    I built my own social media persona discussing and learning about topics that I was interested in and as some others have commented, this is not always the case when it's a full time job. It's easy to talk amongst of social media enthusiasts, sharing twitter advice back and forth but working in this full time defines the definition of niche as clients are all different.

    I never thought this job would be all Facebook and Twitter but I have been surprised how little time there is for that when proposals need to be sent, presentations need to be crafted and niche industries need to be researched.

    I come from a business background tempered with an undying passion for social technologies and I echo your sentiment that it's the business results that matter. It's for that reason that I think social media consultants get such a bad rap, too many social media users out there with no business accumen getting hired by companies that just think “get me a 20-something to run this Twitter-thing.”

    GREAT POST. Bookmarked. Shared. “Liked”

  • http://www.jeffgibbard.com/ JGibbard

    I could not have written a better and more accurate description of what it's actually like to work in Social Media full time. I am often struck by the balancing act going on at all times.

    I built my own social media persona discussing and learning about topics that I was interested in and as some others have commented, this is not always the case when it's a full time job. It's easy to talk amongst of social media enthusiasts, sharing twitter advice back and forth but working in this full time defines the definition of niche as clients are all different.

    I never thought this job would be all Facebook and Twitter but I have been surprised how little time there is for that when proposals need to be sent, presentations need to be crafted and niche industries need to be researched.

    I come from a business background tempered with an undying passion for social technologies and I echo your sentiment that it's the business results that matter. It's for that reason that I think social media consultants get such a bad rap, too many social media users out there with no business accumen getting hired by companies that just think “get me a 20-something to run this Twitter-thing.”

    GREAT POST. Bookmarked. Shared. “Liked”

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