This excellent contribution is by my friend Cristian Gonzales. Cristian Gonzales works in Digital Strategy for Socialarc. You may contact him at cristian.gonzales@socialarc.com, or on Twitter @galactic. You can also visit his Tumblr blog.
I used to work for one of the largest PR firms in the world. I was hired for an entry-level position on their digital team, which concentrated on finding insights for clients within social media. Though I’d never worked in social before, it felt as if the firm expected me to become an expert in the field within a very short amount of time. And part of what they expected me to know was everything and anything about Twitter.