Hiring flacks to twit:
The explosion of social media analysts is happening at a rate so fast, even for the tech world, that organizations of any scale are having trouble keeping up. “Across the country, companies like Petco are going through a two-step process,” writes Felix Gillette of Bloomberg BusinessWeek. “First, they scramble to hire social media officers. Second, they figure out what it is, exactly, that social media officers do.” For government and nonprofit groups, the experience is similar, though more likely to involve existing employees who are drafted to be the “social media guy” or “gal” at the office, rather than a brand new hire.