Today's Chronicle tells us that College Social-Media Efforts Are Hindered by Inadequate Staffing. Specifically, roughly half of respondents say that have 0.5FTE or less working on social media.
Anybody who thinks about it this way is completely missing the point. You don't hire somebody to "work on social media." What's next? A social media department? This can parallel, presumably, your web department and your gopher department and your email department and your, well, your REAL communications/PR department.
Nobody should have any staff "working on social media." All employees who deal with the public, even tangentially, should be aware of social media and how it affects their job and their employer. (If they can't wrap their brains around this concept, they need to find another job. With encouragement, if needed.) Your best social media efforts are, almost by definition, organic.
You don't bring in somebody to work in blissful mutual ignorance from the rest of the institution. Whatever "medium" is "hot" right now will be gone next year. Or next month. (Did somebody say "gopher?") Your employees need to be able to adjust to this changing landscape. There's a fine line between always chasing the latest hot tech trend and hidebound unwillingness to engage anything except the old model. If you really want to walk that line--and you do, even if you don't know it--don't even think of hiring people to "work on social media."
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