Here what Daniel Victor, social media editor at ProPublica, has to say about this job:
“You need equal attention to the distribution and the reporting aspects of the job. […] The big temptation is to focus more on the distribution than the reporting.”
This sums up very neatly that major problem for advertising today: it’s not the recession, it’s not commoditization, it’s not globalization. It’s spending too much time thinking at how we’re going to distribute an idea via social media/influencers/promotions/applications/younameit, and too little time thinking at the merit of the idea we want to distribute.