Facebook Pokes PR Peeps and Mass Media

Facebook is trying to bridge the gap between reporters and the social network (say that doing your best Jesse Eisenberg imitation…it sounds a lot more important.)

FB has posted a job for a “Journalist Program Manager” who will “utilize both partnership and program management skills to help journalists understand the value of using Facebook, get started, and use it effectively over time.”  The job is in New York which kinda bites because if you work for FB in Palo Alto, they do your laundry for you. Yes, I’m dead serious.

As Facebook continues to not go away, PR professionals and mass media alike have spent the last four to five years trying to make it explode for them.

I use the word “trying” because it seems that only a handful of times, the agent of message has achieved what can be considered mass success. And even when they do succeed, do we all stand around our cyber-watercooler and rave about it? Probably not.

So what does this mean for reporters and PR professionals and un-professionals going forward? The great unknown. (Insert Carl Sagan imitation here). It’s not like building a community on Farmville, but it could take time. Other social media sites have tried the same tactic.

How will this affect PR? How will this affect mainstream reporting, or reporters who tweet and blog as well? I will say this…Facebook seems to have a bigger agenda. Read the job description again please.

“The Journalist Program Manager will utilize both partnership and program management skills to help journalists understand the value of using Facebook, get started, and use it effectively over time.”

My questions and yours will begin to have answers when they hire someone. Zuckerberg and Co. clearly wants someone who gets media but most importantly, someone who brings some serious cache.