Online Marketing Manager, what is that?

Ok, so to continue my posting about jobs I have applied for, I want to talk about positions called the Online Marketing Manager.

First a position that has Marketing in it to me implies that this job will have a sales or advertising focus. Yet the online part seems to imply web or techy stuff. Then there is the word manager, does that mean manage the online marketing or manage the staff doing the online marketing? I think this job title is something of a slippery slope and you will inevitably get the wrong people finding the job and applying if you arent careful in your job description.

I found it nice to look over the description that Chris Brogan gives if he was to hire a community manager. In his description he focuses on the measurement and goals, and when talking about the skills look at the focus on content, not on technical skills or marketing suave. So maybe a community manager isnt the same as an online marketing manager, but here is a thought, should an online marketing manager have a job focused on heavy duty technical skills or maybe one based on old-school marketing\advertising? Or maybe should this person really be focused on understanding how to engage a community or audience. And maybe this should focus on content, not on cool tech or slick marketing.

So what is most important in this job search, having just the right set of skills like:

• Extensive dreamweaver experience, understands XML, HTML, CSS
• Background in managing database integration with online activities
• Strong technical understanding with blah blah blah certifications
  
• Marketing degree
• Experience running print and mail campaigns
• Extensive experience in marketing field

Or should it focus on:

• Content, building useful and deep content focused on your audience
• Building relationship with your supporters, clients, customers, funders, etc
• Strengthening brand, make the whole love who you are
• Passion for mission and focus of organizations present in all communications
• Creativity to make the message heard in an online world competing for attention.

Again, I think Chris Borgan makes good points when he talks about the skills of a community manager, it is all about the content and the conversation, not about the marketing and the tech.

So when hiring is it more important to be able to populate that content, make the message meaningful and building a community? Or is it just about making a sale, having great e-commerce, cool flash objects, great marketing tied to the print stuff, telling people things without a real conversation?