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Public Relations Manager

Like the marketing manager, the PR manager has at least five years of experience, and understands that public relations isn't just about sending press releases to newspapers and trade magazines. The PR manager understands crisis communication, and is able to monitor and respond to any little hiccups or major problems without the need for a lot of direction and guidance. (This doesn't mean that he or she is flying solo or going rogue during a crisis, but a good PR manager shouldn't need a lot of handholding, either.)

The PR manager creates relationships with both traditional and new media journalists on social media, since so many of those people are already using these networks. Not only is this fact helpful in getting media attention for new products and services; it's useful during a crisis, because the journalists know where to go for answers, and they're more likely to give your company the benefit of the doubt during a real crisis.

Customer Service Representative

Customer service has become a part of marketing, and it can be a real revenue-driver. You want customer service reps who can deal with customers, keep them happy, and keep them coming back.

You want that same kind of thinking in someone who is going to handle customer service via social media channels. A good CSR should spend a lot of time on Twitter, Facebook, and industry-forum discussion boards, listening to customers, answering questions, and solving problems.

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