By now I’m sure that most people who read this post already know that I’ve started my new job as one of the Social Media Coordinators at AutoNation in Fort Lauderdale. The Miami Herald and I have amicably parted ways, and while there are quite a few things I miss about working in a newsroom, this change was welcomed with open arms.  So far I am nothing short of delighted and excited to be doing what had always excited me most about my job at the Herald in the first place — social media — which, ironically enough, is how I got this gig.

I’m finding out quickly that moving from a newsroom to a corporate marketing department means using social media in a completely different way.   The whole point of this social media thing is to (excuse the cliche use of a buzzword) “engage” and “participate” and join in discussions and be a part of our own online communities, that’s all well and good.  But when the overall objectives of the company go from reporting the news quickly and accurately to selling you an automobile, you can see how the strategies for engagement start to part ways.

We’ll be working on expanding social media programs into the regionalized dealerships, which are all branded independently, so that they may take their own reins and embrace their local online communities at the dealership level. It will be a challenge for the team (and what an awesome team I’m working with, by the way) but one that everyone at AutoNation is looking forward to put in motion.

It’s the start of a new adventure. I don’t like to think that I abandoned journalism. No sad violins please. After a year in the newsroom of a big metro daily it’s hard not to get a little bit addicted to that buzz. The buzz of high-paced energy and news bits flying around you every minute. There’s a natural high that comes with it, but there’s also a stress level that I will not miss.

As I go fourth and fill my head, laptop and iPhone with knowledge, notes and apps, I hope to also keep filling this blog with experiences and afterthoughts. Stay along for the ride, won’t you?