Age discrimination is alive and well in the social debate

It’s official – literally anyone with a Facebook page believes they can do 'social.’ And everyone who reads more than their fair share of articles about social, digital and technology claims they are one (or more) of the following: a guru, rockstar, evangelist, or czar.

There are many who are very talented in social – those who begin with a focused strategy in mind. Those who understand what a relationship with a consumer can truly be, which is the essence of public relations at its core.  

Yet anyone who fancies themselves a ‘marketer’ believes they know better – and as such are damaging potential relationships with over-contesting, promotions that are supposed to ‘break through the clutter,’ and belittling consumers instead of rewarding them.

Social media, and those who practice it well, suffer. As do the consumers.

Recent debates also are raging about what age a social media manager should be, courtesy of a well-timed blog by Next Gen Journal. Millennials under 25 claim that older professionals can’t possibly understand the true purpose behind relationships built through a social community. They were the first to adopt it, and practically grew up with it.

On the other side of the coin, older professionals who have taken it upon themselves to learn something new, while applying ‘old’ philosophies, deserve as much if not more respect as experts. And one could argue that their deeper experience with and understanding of communications strategy brings more to the table. 

As the rebuttal fromMark Guest with the University of Maryland stated: ‘First, you confused familiarity with using social media tools like Facebook and Twitter with the ability to turn that into offering actionable, solid communications advice for internal or external clients.’ 

As a professional that bridges the generations of this argument – a ‘gapper’ if you will – I can see arguments to both sides.

But at the end of the day, it has nothing to do with age or with growing up with social media. It has everything to do with understanding the true purpose behind social media, having good judgment – and, perhaps most importantly, the shared meaning between a brand or company and its community.

In the meantime, we should all watch out, and be ready to constantly evolve and grow. The kids coming after us, and after the Millennials, will be even better and more familiar, and ready to oust us soon enough.

Here’s a crazy idea to level the playing field – PRSA could develop a certification in social media, allowing any professional interested to test their skills, while further cementing the PR profession as leading social strategy and thinking.

What do you think? As a PR professional, would you be interested in a social certification? Would a certification demonstrate a higher level of experience in the space?

Tell me what you think!

Erin Watson

SCPRSA President-Elect

ewatson@kmgusa.com