Social media jobs are in great demand. Petco, supplier of pet supplies and services, recently hired Natalie Malaszenko as its director of social media and commerce. Her assignment was to devise the company's social media strategy. She created fan pages on Facebook, opened several Twitter accounts, and wrote a company blog. Other organizations have hired social media officers, including Sears, Panasonic, Citigroup, AT&T, Fiji Water, GoDaddy, and Harrah's Entertainment.
As the director of corporate communication for Home & Yard, a large home supply store, you were asked to look into hiring a social media specialist. You know that other companies have both profited from and been hurt by fast-moving viral news. Social media experts, companies hope, can monitor cyberspace and be ready to respond to both negative and positive messages.
Many issues worry you. For one thing, you are not sure about a reasonable salary for a social media expert. You don't know where to place that person within your hierarchy. Would the media expert operate out of corporate communications, marketing, or customer service? Another thing that disturbs you is how to judge a candidate. What background should you require? How will you know the best candidate? Also, should Home & Yard pay a full-time salary for doing what most people consider to be fun?¹¹

Your Task. Compose an e-mail inquiry to Robert Mainka, a social media consultant recommended by your CEO, Jack Blum. Explain your situation and list specific questions. Mr. Mainka is a consultant who charges for his information and advice. Make your questions clear and concise. You want answers in writing, so that you can share the information with the CEO.