Three Internet Careers That Soon Won't Exist

by Steve Rubel

Earlier this year the New York Times detailed how careers in medicine and law - formerly bankable lifetime gigs - have lost their luster. College grads instead are pouring their resources into trying to create (or join) the next Facebook or MySpace. Maybe it's time to rethink those plans. Digital is going to become part of almost everyone's job.

After climbing to the stratosphere, jobs in Web 2.0 are way off their peak. The following Indeed.com chart shows a steep decline in listings that mention social networking, Web 2.0, Ajax and blogs. Naturally, the macroeconomic climate has a lot to do with this. However, when you look at other jobs that are historically sensitive - such as shipping, advertising or public relations - the slide isn't as dramatic. This (arguably) indicates that perhaps there's still a lot of air in the Internet specialist job market.



The web has finally become the dominant marketing and media platform and where everyone is largely focusing their resources. It's "the new normal." To me, this means that there will be less of a need for digital specialists across many industries. Some of these jobs won't exist in their current form within a couple of years. They will be integrated into broader roles. Everyone will be expected to know how to navigate the online landscape if they want to have a thriving career.

Here are three such jobs that will soon be integrated into other roles...

Social Media Consultant, Social Media Manager, etc.

Things don't fit into tidy little boxes they way they used to. My friend Dave Armano wisely calls this the Fuzzy Tail. He does a good job reminding us of specialist jobs that were big once - like blacksmithing - and are now no more.

On that note, let's take a look at social media. It doesn't have hard edges. For example, is a site like Engadget social media or just media? The New York Times has dozens of blogs. Does that mean it's no longer media? Beats me. Corporate HR will have an even harder time discerning.

This naturally leads to the next question - who should "manage" these sites? Is it the social media specialist or someone in PR with specific vertical sector expertise who also gets digital? My strong feeling is that it's the latter. (Then again, I work for a big PR firm so I should advise you to take this with a grain of salt.)

Net I believe that hiring someone just to "manage" social media is a luxury that companies will integrate into broader marketing communication roles.

Internet Advertising Sales, Online Advertising Sales, etc.

There's no doubt that the Internet is the future of advertising. Last week Advertising Age even dedicated its entire issue to digital marketing. Their coverage included a big section on careers.

Despite the recession (if we're in one), online ad sales jobs continue to climb . However, soon all advertising will be managed via digital technology and platforms, even if they end up running in terrestrial media. This means it will become very difficult to discern selling digital ads from just plain old ads. Clients will want to manage and measure their integrated campaigns through a single point of contact or channel and figure out how offline/online work together.

Just as onlne/print newsrooms have been integrated, so will ad sales. This means that media companies will want people who are cross-trained and thus the need for "online sales" specialists as they are known now will wane.

Digital Talent Agents

During the AdAge Digital Conference last week, a Digital Agent with a major talent agency talked about how they have a group of people who crawl the web in search of undiscovered musicians, artists, etc. These agents then pair promising amateurs with Hollywood or branded entertainment projects. I last wrote about this three years ago. Then it was emerging business. Now, however, it is becoming the norm.

Just as with social media consultants and online ad sales, the need for such specialists will soon fade. Every agent will need to know how to identify and talent from the web. The line between digital and traditional will be obliterated as more amateurs recognize that they can market themselves using the web and will forgo going on auditions.

Next up I will cover three emerging digital career tracks that I think will be hot in the years ahead; jobs that at least I think will have staying power and may remain specialist gigs.