http://www.socialmediaexplorer.com/2009/09/21/advertising-agencies-and-social-media-a-culture-clash/

How does a business define its nature? Most important it needs to know why it exists and what it needs to continue to exist. Organizations take on cultures based on the mix of people who work for the company and also the people who deal with the company. That mix makes it unique and somehow that fourth skill needs to tap into that. The closest I ever come in comparison is that of a conductor that takes those that play the instrument to weave the music together. You really have to be bold to create something were that culture can grow. How you change an organization is tough because of all of these variables. Experience, knowledge, sound business practices, wisdom etc.And just when you think you have the magic answer….something changes.

Social media isn’t going to go away. But it will evolve and change, again.

I went to the David Meerman Scott lecture at HBS last Thursday night. In the Q & A he was asked, with different words, the same question you are on about with your search for people who “[know] how to talk to people and how to get people to talk with each other.”

His suggestion is to add journalists to the marketing group. The reason, Scott contends, is that journalists know how to quickly, concisely tell a story that is relevant to the reader. This will build followership in the Social Media space(s).

A marketing or a PR person will tell a story about a company or its products. Drone, drone, drone. More brochure-ware in a spiffier package.

@Phil: There’s definitely an attitude that I’m looking for here (I think that’s what Brad Garland was alluding to w/ his comment about authenticity). But attitude is hard to measure. I want skill (or skill set) because I want something testable and measurable.

I guess one could argue that the other “skills” I’ve listed aren’t very testable or measurable.

But as JP asks, “is this a new skill to a existing position or a new position?” I think the way really new and important stuff happens in firms is that it starts out as something separate — a distinct position or department — and then over time migrates, merges, and morphs into existing areas.

Organisations that act as though they have the 4th skill are those that are genuinely care about people or customers.

Which is very different from calling yourself a customer-centric company.

Before embarking on a career in marketing services I held down other service sector jobs as a student. I worked in bars, restaurants and in customer-facing roles in a supermarket. Some people make these jobs look very difficult. If you are naturally inclined to put yourself in other people’s shoes, however, you can make these jobs look very easy.

I think what’s missing in too many organisations is this innate sense of caring.

If they really cared they would completely overhaul their internal structures and lines of reporting.

Yes all this social media stuff is relatively new to many companies. But show it to someone who naturally puts themselves in the other people’s shoes, to someone who takes pride in delivering excellent service and they don’t need to be taught how to make the most out of dialogue enabling channels and technologies. They just get it.