Is this the worlds most ridiculous job description?


I lifted this from Clickz.com – I was so taken aback by the sentiment and that it distilled all that is cliched and reactionary and ill informed about the current media world that it had to be shared.

Author: “I (humbly) propose that we evolve the concept of a media buyer into a new position that we’ll call the media earner. The reason is simple: in these new networks you don’t buy the media that generates results. You earn it. And earning something is a significantly different process than buying it.”

Article link -http://www.clickz.com/3633690

So … what is the PD for a ‘Media Earner’

    Wanted: Media Earner

    We here at the (company name) have an open space in our media department for a Media Earner. The ideal candidate must have the following qualifications:

  • Serious understanding and appreciation of the fact that consumers are totally in control of social media sites and networks and that trying to use these services to broadcast messages completely misses the point about how powerful they are.

  • Experience communicating directly with consumers in ongoing relationships, responding to their questions, suggestions and issues.

  • Ability to perform detailed research, finding where conversations about a brand are already happening, and the nature of those conversations.

  • The desire to add value to those conversations in ways that enable the brand to naturally and authentically participate.

  • The ability and knowledge to perform deep measurement of the actions you take to determine the amount and value of the media that you are earning.

  • Also, must have accounts on the following services: Twitter, Facebook, MySpace, BallHype, Flickr, Blogger, World of Warcraft, YouTube, Vimeo, Digg, delicious, Reddit, MetaFilter, Last.fm, and Bebo

This already exists surely … isn’t it called a Social Media Strategist?

Jokes aside, the issue remains – who actually believes that people really want to talk about brands when they’re using these products and services? Is it just me or is the ad industry deluded if it thinks it is that important to consumers.

Social marketing. It’s the ad industry crashing a party it was never invited to.

Advertisements

10 responses to “Is this the worlds most ridiculous job description?

  1. Don’t know about anyone else – but that sounds like a bloody boring job

  2. This position isn’t currently open at Maxus is it Ben?

    IMO this sounds like a research assistant in the year 2009. Otherwise, if it is majority community facing, then make it a community manager. Done.

    Just another example of raising/confusing expectations in marketing industry –> leading to staff churn.

  3. Shep, are you serious??
    Look here:
    http://social.kidspot.com.au/topic.php?topic_id=1094 – discussion about baby carseats
    and here:
    http://www.beautyheaven.com.au/forums/7/topics/3049 – discussion about specific skincare brands
    and recently, on a social networking site, my mothers group were having a debate re; Panadol vs Nurofen for toddlers.
    Of course people are discussing brands and their experience with them on social networks, and it’s not deluded to think they would. The key is relevance and as the job ad states, ‘Ability to perform detailed research, finding where conversations about a brand are already happening, and the nature of those conversations.’ PLUS ‘The desire to add value to those conversations in ways that enable the brand to naturally and authentically participate.’ which is absolutely spot on!

  4. talkingdigital

    i never said ppl weren’t having conversations about brands, my point is they don’t go into these environments to talk about advertising any more than they do in their day to day human interactions … my question is whether brands can actively go in and participate. I don’t think they can – hey, it’s just my opinion.

  5. Yep, totally – but there are always two sides, or shades of grey and I think it’s important to highlight those… keeps life interesting!

    My opinion is that clever brands SHOULD find relevant conversations and participate if they have something valuable to add – after all, these are their customers. My mother’s group would welcome an authoritative perspective on these two brands to add to our discussion before we make a choice, but only if it’s honest and authentic.

  6. You’re sounding awfully old fashioned, and male, Ben.

    In the past week we have done three meetings with advertisers from the top 50 and are planning their 12 month “running conversations” with women. It’s more than possible, but only if you know how to speak the language.

  7. talkingdigital

    one point it’d be interesting to get peoples thoughts on is …

    “The ability and knowledge to perform deep measurement of the actions you take to determine the amount and value of the media that you are earning. ”

    What value can you assign to these ‘conversations’ in an ROI sense? does it scale in this market or are we overinvesting time wise to change the perception of 1-2-3 people.

  8. talkingdigital

    hi sarah – ok … but what does being male have to do with it?

    i might be a cynic but it seems like the talk around the ‘dialogue’ could be a grab for new cash generally from an industry with massive yield pressure. i am happy to be proven wrong.

    sure – there are conversations going on … my point is are advertisers welcome participants and will it generate them a fair ROI given the time/effort/expense incurred.

  9. I think it will deliver a significant ROI because the value of being included in the conversation is far greater than if you are standing on the sideline flashing at people, hoping to engage attention.

    Just like the person at the party who comes up to you uninvited and starts talking at you, unless they are extremely good looking, have something special to offer or have a bottle of French something under their arm, being interrupted can be a big turn off.

    There are many examples of our ability to match-make advertisers and users in a social setting that we’ve already delivered on Kidspot. We’ve done it for ourselves and are doing it for clients, which is why we back it 100%.

    Also, it’s the same strategy I used as a magazine editor, which was leveraged for clients time and again. A network can’t do this. A connector can.

    And the male thing? I think it comes down to the fact that this is more likely to be a girl thing, so lets you off the hook.

  10. Anuvva example of marketing industry hyperbole.

    I heard a job title recently for Media Buying or Trading Director ‘Partner of Exchange’

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s