With the internet revolution, the advent of web 2.0 and the rise in the number of social networking sites and tools, it is now essential for any company with an online presence to hire the services of a social networking specialist as a part of their PR team.

1. The Role of a Social Networking Specialist
With the internet revolution, the advent of web 2.0 and the rise in the number of social networking
sites and tools, it is now essential for any company with an online presence to hire the services of a
social networking specialist as a part of their PR team. Although promoting a business' social
networking channels, and perhaps also writing content can be done by many in the organization, it is
important that an individual or a core team takes control of the overall general issues, and is
responsible from start to end, for advertising and PR campaigns. Here, fits in the role of a social
networking specialist.
The use of social media is growing by leaps and bounds in business and it is not unusual for
companies to hire staff specifically suited for this purpose. Keeping up with Twitter, Facebook and
the latest tools can easily be a full-time job, and requires a person with key skills in the social media
field. Let us look at what a social networking specialist needs to do.
A social networking specialist needs to have profiles established on some of the more well-known
social networking sites such as Facebook, Twitter and LinkedIn, and the profiles should display active
and professional use. The individual should also display willingness to learn new tools and software,
as well as be able to monitor networking trends using current tools, be abreast of the latest
technology, and find out what people are using and how they are using them.
Being technically savvy is the name of the game for a social networking specialist. Technical skills are
essential to implement social media effectively and efficiently. Most of these tools are similar in
some respect or the other, so it is useful to possess good computer skills and also a flair of the
language for better communication.
Besides knowledge of the social media tools and software, the specialist should understand why
such tools need to be used and try to pinpoint which of the tools works best for the organization.
The individual should also try to incorporate the social media strategy into the overall business
strategy of the company.
A major task of the social networking specialist is building relationships with new as well as existing
customers. Maintaining existing accounts involves interacting with "followers" or "friends" on social
networking sites such as Facebook or Twitter. Maintaining a corporate blog is also a great idea. So
when someone comments on a blog post, the specialist should always be prompt to respond to it.
Nowadays most companies have a presence on the web. Besides the company's own website, they
also maintain social pages on platforms such as Facebook, Linkedin, Glassdoor or Twitter. However,
a platform which works best for a particular company may not work out so effective for another.
Hence, it is important for a social networking specialist to continuously measure results of the social
networking effort using tools such as Google Analytics. He/she needs to review what is working and
what needs attention or improvement, and also monitor which platform customers are spending

2. most of their time on and ensure that it is always up-to-date.
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