When job's ask for someone who is good with Social Media, what skills particularly are they looking for?

[Colin]

Obviously knowing programs such as Facebook, Twitter, etc. are key but what else is needed. Is it further customization? I ask because I see a lot of new positions saying "Must be proficient with social media"

[mscherpenberg]

Knowing how it works and how to communicate important information in a catchy way is a must. That means good writing and being concise but making people want to follow the company tweets and facebook page. Experience with things such as press releases would also be a major plus.