Major brands increasingly are creating new executive marketing roles within their ranks for individuals with expertise in social media, as sites such as Twitter, YouTube and Facebook become increasingly vital as forums for customer outreach. Kevin Scholl, hired in September as Red Roof Inn's first social media manager, said the hospitality company "wanted somebody who didn't have a traditional marketing background. They understood that social media is not about traditional communication; that it is about engagement."
Big brands seek social media directors
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