The Circle – Farewell 2011, Hello 2012

New Years-1-002

♫… All my life’s a circle; Sunrise and sundown; Moon rolls thru the nighttime; Till the daybreak comes around. …♫

In a few hours, the books will close on 2011 and another volume will begin as we chronicle the new year. 2011 was in many ways a year of continued transition. For social media,  2011 was the year of acceptance, one where Twitter accounts and Facebook pages are now prominently displayed on mainstream media advertising. Where tweets brought about social change and individual failure; riots, occupation and revolution.

♫… All my life’s a circle; But I can’t tell you why; Season’s spinning round again; The years keep rollin’ by. …♫

Despite those gains, a lagging economy still nags true economic prosperity, and so social media hiring, while more prevalent than in the past, seems stuck in first gear. Instead of seeing VP/Director level social media opportunities, it is more common to see Social Media Manager or even Social Media Coordinator job openings. Worse, lately a large increase in social media intern positions has been seen.

♫… It seems like I’ve been here before; I can’t remember when; But I have this funny feeling; That we’ll all be together again.. …♫

What this means is that even though more companies have made the determination hat they need to add social media to their company tool-set, they fail to make the commitment to do so with both feet.

♫… No straight lines make up my life; And all my roads have bends;
There’s no clear-cut beginnings; And so far no dead-ends.. …♫

What does work is hiring a social media professional, one paid to enact social media as a profession with at least seven years experience, to be both strategist and tactician to create its social media roadmap, create policy and procedures and get accounts up and running. Only then hire staff as the need arises.

♫… I found you a thousand times; I guess you done the same; But then we lose each other; It’s like a children’s game. …♫

And so the cycle continues. 2011 turns into 2012 full of hope for better times and (for many) a better job. Will this be the year? Each new year is full of hope, so until we learn otherwise I choose to believe that 2012 will be better than 2011 — and I wish that for you, too.

♫… As I find you here again; A thought runs through my mind; Our love is like a circle; Let’s go ’round one more time …♫

–“Circle” by Harry Chapin

About Ron Casalotti
I am part of that lucky generation that started out when watching TV meant choosing from three networks, three independents and PBS. Now, I work in new media for businesses and organizations - but these thoughts are my own.

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