The eOK .network

Here’s a great article from Steve Rubel on the demise of internet/social media jobs of which I agree wholeheartedly.

According to Steve,

The web has finally become the dominant marketing and media platform and where everyone is largely focusing their resources. It’s “the new normal.” To me, this means that there will be less of a need for digital specialists across many industries. Some of these jobs won’t exist in their current form within a couple of years. They will be integrated into broader roles. Everyone will be expected to know how to navigate the online landscape if they want to have a thriving career.

The parts in bold refer to folks like myself and Mr Rubel. I’m glad I’m not the only one who realises this trend. When I began this job at Hill & Knowlton back in 2006, I told the team and the boss that my goal is to be redundant. Normally that’s a bad word to use with careers, but its the only way forward.

When I become redundant means all my colleagues will be on par, if not better, than me in dealing with and navigating the social media and it becomes a normality just as media relations with a newspaper editor is today. We have to remember that this is not a technology job where superior technical skill can get you further, we’re just early adopters and trend setters.

But it thrills me to know it won’t last because that means I get to move on and try new things and watch a new generation of practitioners confidently discuss the traits of the social media landscape with clients that appreciate the real-world insights. Looking around the office there possibly isn’t a consultant under 30 who isn’t already on social networks, IM, or blogging; and more seriously to the business we’re receiving RFPs that specifically request for social media components.

Is the social media normalising even in Southeast Asia? I definitely believe so.