I am flowing a very interesting discussion on one of my LinkedIn groups which focuses on Social Media. The question raised by one of our members was on "what makes or what qualifications does a social media administrator require?" Interesting question since the person asking the question has a title of "Certified Social Media Strategist". I was shocked to hear that there is actually a program for a Certified Social Media Strategist. It is provided by Social Media Academy. Very interesting.

Back to the question at hand, what skills or requirements does a social media administrator need to have?

Does business acumen matter?

How about a marketing degree or equivalent career history?

What risks does your business take by having someone who doesn't get it?

I believe that alignment with the overall marketing strategy of the business is crucial, social media doesn't stand on its own for many companies. It is very important but the company can't rest everything on the modern tools of the day. Most businesses today who are looking at or implementing social media are not dumping their existing or proven marketing or communication activities. The successful organizations continue to send postcards, making phone calls and hosting meetings. Their social media activities play a supporting role in many of the activities of the corporation including marketing, corporate communications, customer support and forming strong business networks.

Alignment is critical to the overall success of social media into your business. Does your social media administrator need to understand where they stand in the pecking order?

Social Media is just another spoke in the wheel of your business.

What about maturity, is this important? Would you rather have someone who has a proven track record in your industry or someone new. Everyone has to start somewhere but when it comes to maturity I mean you don't want to risk having someone, regardless of age, tweeting what they had for breakfast on your company Twitter account.

Is social media deeper than Facebook and Twitter? What is the depth of knowledge of your social media administrator? Do they have press contacts or know where the industry or your clients go to research information? Is your administrator's depth of Social Media knowledge stop at Facebook or Twitter?

How about thinking out of the box? In other words, creativity! Can your social media administrator come up with creative solutions to enhance your company's reputation or ability to serve your clients better?

What about the size of their ears? Well, not physically. Can they listen to what is going on around then. What is happening in the marketplace? How about understand what news Bloomberg is reporting and what it means to the organization. Can they listen and then approach the leadership to formulate a response or plan to seize opportunities which may exist.

Lots of stuff to consider.