• by Mark Walsh  @markfwal, August 3, 2009

Another New York newspaper wants to hire a social media czar. The New York Daily News is looking to hire a social media marketing manager who "will create, and manage social media opportunities to develop increased awareness, and extend our reach," according to the paper's ad on mediabistro.com.

The step follows The New York Times in late May appointing staffer Jennifer Preston as its social media editor, and reflects a wider recognition of the growing role of social media at other newspapers and magazines.

FishbowlNY points out that the Austin-American-Statesman recently appointed Internet Editor Robert Quigley social media editor and National Geographic has also brought on a vice president for social media.

What exactly the social media job at the Daily News will entail is not clear from the ad, which says "the successful candidate will help create a social media strategy from networking to distribution -- and actively engage in social media communities." In terms of requirements, the News is "looking for someone who lives and breathes social media." That could include every 16-year-old in the country.

The Daily News site already offers more than a dozen mostly sports-related blogs, as well as discussion groups around news, sports, entertainment, local and opinion sections. The News also has a Facebook page and a Twitter account, but neither has drawn much of an audience.

Its Facebook page has only 303 fans, and its Twitter service only 1,374 compared to 13,162 for the New York Post's rival account and more than 1.5 million for that of the Times. The newspaper's social media editor, however, came in for criticism after going a month without updating her Twitter feed (@NYT_JenPreston).