Has “social” run its course as a career?

The Guardian suggests that “social media is too important to be confined to a single department.” I’m inclined to agree.

The trajectories of certain disciplines have been driven by career aspirations — there have been thought leaders in Knowledge Management who labored for many years to establish a defined corporate career path for KM practitioners. That’s been unstable at best. The same has been happening to “social” — social marketing, social strategy, etc. This appears to be fading as the realization sinks in that ALL jobs are social.