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All they know is that it is important -- and they need to get better. It is a good time to be a 2.0 specialist -- if you want to sell out to the Man.
And that won't go away. Most workers should have the ability to manipulate Excel documents or set schedules, but they still need Administrative Assistants to do the work.
Why? TIME! And it takes time and effort to conduct a strategic social media campaign.
Perhaps in the future, social media will be more integrated as a skill set. But that's a big "perhaps" and it's still a ways off.
But just in case it happens, Steve Rubel wanted to be the first one to say it, me thinks.
As business understand Social Media better, it will not be enough to say a few buzz words to get a job. We will be expected to show ROI to business to justify the job. It is not going away, just maturing.