In some cases, getting hired has nothing to do with a resume and cover letter, just an eye-catching message in 140 characters or less: a job application consisting of a single tweet.
That's how Marc Jacobs International is hiring its newest employee -- someone to run the MarcJacobsIntl Twitter account.
Since February 13, Marc Jacobs has been interviewing candidates based on the best tweets. As @MarcJacobsIntl tweeted: "Your tweets are the only qualification we're interested in."
In a field where the biggest qualification is being social media savvy, sometimes the least experienced applicants make the best ones.
"Younger candidates are often thought of as better qualified for social media positions," said Rotolo. "I have had a number of students who have been hired as social media managers."
It's an industry where recent college graduates have an edge, according to Levinson. "Someone who is just out of college could have enormous experience in social media, and that's not the case in other job areas."
College students are beginning to see social media as a viable career option.
Jordan Valinsky, a senior at Ohio University, is one of those students.
Although he is finishing a degree in online journalism, his job search is geared more toward writing tweets than articles.
His interest in social media grew after an internship with travel magazine Condé Nast Traveler last summer.
"My boss didn't have a lot of time for [Facebook and Twitter] and gave it to me saying, 'Have fun with this, figure out something for us,'" Valinsky said.
After running the magazine's presence on Facebook and Twitter, Valinsky created a blog on Tumblr.com.
"I think it improved their brand a lot, especially to a younger generation because the Traveler magazine is definitely geared to an older demographic, and now with Facebook and Twitter there are more younger people following us," he said.
For some students, a job in social media is an extension of what they are already studying.
As a sport, arts and entertainment management student at Point Park University in Pittsburgh, Pa., Elizabeth Birdsell has used Twitter and Facebook as tools in public relations work.
After her professors pushed her to start a Twitter account and use it for marketing and PR, she landed an event planning internship with the Pittsburgh Downtown Partnership last year where many of her daily responsibilities included online and social media marketing.
"It was an incredible feeling the first time I learned that @downtownpitt was 'trending' on Twitter and noticed our Facebook 'likes' climbing," Birdsell said. She's now looking to land a job that combines her major and her love of social networking.
Instead of carving a career path in social media, Amanda Levendowski, a senior at NYU, is hoping to use her social media internship as a supplement to a different career.
Levendowski plans to attend law school next year and study intellectual property law. For now, she is the communications intern for the National Coalition Against Censorship.
She's hoping the internship will teach her the ins and outs of social media to better understand the changing field of intellectual property law.