I have been doing some freelancing for a social media agency and all of us involved in my work so far have begun to realise how the mindset, experience and knowledge gained in account planning (and related jobs) can offer this nascent space. They are trying to recruit 'social media consultants' to join their team and instead of looking for strategists from web, digital or SEO background (like many other social media agencies) they want to find people with core planning traits / skills - curiosity, empathy, creativity, researcher, strategic thinker, trend spotter, moderator / facilitator, writer, innovator, knowledge sharer........etc.
Planning could really come into its own in this new social era.
What does everyone else think? Are you all doing 'social work' for your brands and/ or clients? Can any of you see yourself taking on a social media strategist type role at any point in the future?