Platforms like Facebook and Twitter might give labels and artist managers direct access to fans, but managing social media has rapidly evolved from a casual side project into a key strategic discipline in any music-based marketing campaign.

Girlilla CEO, Jennie Smythe, tells Billboard what she looks for in a social media manager and explains why having a Facebook page doesn’t make you a Facebook expert.

Pick up the 7/27/2013 issue of Billboard or log-in to Billboard.biz for the full article.