This question is based on anecdotal evidence but it seems that many advertised social media jobs are marketing jobs. And lots of them are agency jobs. And if you don’t have marketing or agency experience you won’t get a look in.
But lots of journalists have a great understanding of social media, of engagement, of catching the eye of the reader, of undersatnding metrics, of community building. They have been paid to produce content that is read.
So when will the barriers come down? Will they come down?