New Job Title: Director of Social Media

PR Week reports that Coca-Cola has created a new office of digital communications and social media within its public affairs and communications department. Will this finally convince you that the discipline of communications has changed? Still not convinced? What about when Clyde Tuggle, SVP of corporate affairs and productivity at Coke, notes that “mass media is declining in importance?”

Our future success depends on our continued ability to connect people to our brands and our Company all around the world, one person at a time,” Tuggle wrote. “Our new office of digital communications and social media will help us become even more comfortable and effective in these new spaces.”The new unit will work in collaboration with global interactive marketing, IT, and consumer affairs, as well as legal and strategic security.

I would challenge the death notice of mass media, but it’s clear that things are changing. The only question remaining, in my eyes, is are you ready to change with them?