My path to digital/social media is actually credited to work. I was assigned to help out on social media projects and I knew nothing. After a few projects, I decided that the only way I was going to "get" social media was to get involved in it myself. I started my own blog and started becoming active in blogger networks online. Now I love working on social media projects and blogger outreach. Anyone can do it, but you have to have an open mind to different forms of media and communication first. Otherwise this "blog" thing is just going to be confusing, as it was for me initially.

Fascinating story, Leah! I think having a zig zagging career path can make for a well rounded, more effective professional.

I would say that people doing digital MUST know how to listen and they SHOULD be deeply curious. If you are always on broadcast and incapable of listening you'll fail in a digital world. Healthy curiosity and interest in others will take you further.

And I got into digital by blogging like I think most of us did. My background is traditional marketing but diving into community and conversation is how I learned to swim in these waters.

I think there are two paths into digital/social media based on generational differences. The first, and the one I fall into, is Generation Y...those of us that grew up digital natives. Social Media is second nature to us. Now the trick is how to apply that into your job. For me, I happened to be an Assistant Brand Manager on Secret APDO when my manager asked me to take over responsibility for interactive. It was there I got to experiment with bringing brands into MySpace, AIM, etc.

Now the second path (and the one I know less about) is the generation that had to learn about digital because they didnt grow up with it. I have huge respect for the experts that have taken this road and embraced the potential of digital.

And on that note, for digital to work, you must have passion for digital. It doesnt matter which of these two paths you took but instead that you have a passionate belief that the marketing world is changing and everything is going digital.

Who can do digital? Anyone. . . . but not anyone can do it well.

To do digital well, it doesn't matter who you are or where you are from, everyone has to come to it with a beginner's mind. Whatever skills and knowledge we bring will be useful to someone, but the sheer humanity that needs to reach through the screen to make it social requires connecting with others in ways that have never been done before.

To do digital is to think digital - which is kinda like learning a new language. Initially it's the "this is kinda like" word association, but eventually you stop comparing and engage the medium. And as noted above, the engagement comes in conversations, as opposed to pronouncements.

As Negroponte noted in "Being Digital" (I'm showing my age), the effects of a bits-centered economy has a "harmonizing effect." He concludes by saying "each generation will become more digital than the preceding one. The control bits of that digital future are more than ever before in the hands of the young. Nothing could make me happier."

Well I'm in the technology field, so originally it was the tools that got me attracted to Social Media. I've always kept a blog for one thing or another, but I think what threw me into it full speed was relocating to Chicago.

Social Media has been an EXCELLENT way for me to learn the city and find the scenes that I'm interested in. I've met some cool people as well as found easy ways to keep my friends and family from back home updated on what's going on in my life.

Social media is also an outlet in some regards. Feels like a chance for me to have my voice heard. And you never know who's going to hear it. There are global conversations that are taking place every day, all day about all topics. It's an amazing experience.

I think anyone can get into social media as long as they have someone holding their hand at first. It's a big pool and it's very easy to be intimidated by it. You may not feel "noticed" right away, but it doesn't take long before your entrenched in it. And even if you're not reaching millions, you can still take pride that you added something to the discussion.

Hi Leah,

I used to be a plant process engineer and nightclub promoter. My first experience of social media was organising events via 0898 (what you would call 900 numbers). I was working at Corning in 1994, when I sent out an blanket email advertising unwanted department store vouchers for sale and the rest is history so to speak. I now work at Waggener Edstrom in London specialising in social media and digital programmes.