Seen Today

Maybe I'm missing the point here, but a clip from a recent Division I school job description:

social media experience (professional use of social media outlets)

As opposed to all those amateurs using social media to influence the reputation of our respective teams and brands.

I'll give benefit of doubt that was was meant was someone who during their professional PR career had worked with social media in their strategy. Because if the meaning was the opposite -- we'd like to have very professional attitudes and professional language and professional approaches to a calculating use of social media outlets, including the ever so professional manipulation and spinning of said outlets -- well, ya ain't gettin' what this is all 'bout.

Be genuine. Professional = plastic; 60s Mad Men false. It's that confusing serious with solemn again.