As the director of corporate communication for Home Center, a large home supply store, you are charged with looking into the possible hiring of 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. They can help build a company’s brand and promote its online reputation. They can also develop company guide- lines for employee use and encourage staffers to spread the good word about the organization.

To learn more about social media jobs, you decide to go to Doug Goodwin, who was recommended as a social media consultant by your CEO John Brauburger. You understand that Mr. Goodwin has agreed to provide information and will be paid by Home Center. The CEO wants you to explore the possibilities. You decide that this is not a matter that can be handled quickly by a phone call. You want to get answers in writing.

Many issues concern you. For one thing, you are worried about the hiring process. You are not sure about a reasonable salary for a social media expert. You don’t know where to place that person within your structure. Would the media expert operate out of corporate communications, marketing, customer service, or exactly where? Another thing that disturbs you is how to judge a candidate. What background would you require? How will you identify the best candidate? And what about salary? Should you be promising a full-time salary for doing what most people consider to be fun?