While I'm blessed to work with lots of clever, brilliant people, both on the in-house and agency sides, of a range of ages, I am fast coming to the conclusion that one stand-out quality for a social media specialist is to be what I call a digital inbetweener.
Their counterparts are known as the digital immigrants. The ones who remember workplaces before email, calling their friends on landlines, and sending and receiving handwritten letters and postcards when away from home. They love telling you how they had to queue up at university to wait for a free computer so they could type up and then print out their essays. To the digital native it's the latest "and then I walked home 10 miles in the snow to get to school" narrative.
And then, less talked about, are those like me. A small bunch, born on the cusp who are influenced by both pre- and post-digital worlds and have the added bonus of being at a curious, interested age when it all unfolded. We remember the Internet before Google, we remember the first dotcom bubble bursting, we remember mIRC, we remember writing HTML before it had CSS.
And while it's powerful to have that context, it's tempered by the fact that we're also young enough to be able to adapt as it all unfolds without the reluctance or the intimidation that many digital immigrants understandably experience. I think that's what makes us particularly suited to social media, because those channels are the neatest intersection of medium and message.
So, when you're looking for your social media champion, see if you've got a digital inbetweener in the running. They just might have the perfect blend of skill and experience you need. And to my fellow digital inbetweeners -- anytime you're feeling nostalgic for simpler times, think: the web has only just begun.