What it takes to get a job in social media

I don't purport to know what every company is looking for in a social media, emerging media or new media expert, but I do know what I am looking for when evaluating resumes that arrive on my desk.

Obviously knowledge of the tools and platforms is important. Since tools like Facebook, Twitter, Youtube, Ning, Vimeo, discussion boards, blogs and all the rest will be central to the work, having a base of knowledge makes a candidate much more appealing. In addition, knowing things like how to analyze the analytics of a blog, evaluate the content value for a Facebook fan page, create a Ning group, review keyword conversions and more would set a candidate apart from others who know the very basics of online media.

Even more important to the job than knowledge of the tools is an understanding of people, relationships and market tendencies. There is a real aspect of social sciences to new media that needs to be applied with every decision. Demonstrating a comprehension of market and individual behavior on social media platforms puts a candidate on a pedstal for me.

In my mind, this understanding of social nature and new media culture is much harder to learn than the functional side of the tools and is therefore more valued.

Ultimately, when I'm sifting through resumes and cover letters I'm looking a basic understanding of new media tools, but I'm really looking for experience that tells me that candidate can develop relationships with online influencers, understand what drives a response and predict the outcome of a campaign or specific message.

There are obviously a number of other factors like adding to the office culture, work habits, ability to communicate effectively, writing skills, analytical mind and more. These are very important variables to finding the right candidate, but the quality of work that can be produced is usually the first thing I think about.