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He traded in the sunny beaches of the South in Panama City Beach, Fla. for a job in the North in Boston, Mass.

Brett Pohlman graduated from Auburn University August 9, 2008 with a bachelor's degree in public relations.

His work is not typical of many other public relations practitioners. Sure, he knows how to write a press release, and he has worked with the media before. What makes Pohlman different is that at his job with Schneider Associates he specializes in promoting his clients using social media.

Pohlman has always been interested in social media and working with multimedia. His online biography found at brettpohlman.com notes that at a young age he had worked with video recorders and cameras.

The social media coordinator is a wizard when it comes to blogging, Twitter, Flickr, Facebook, YouTube, social media releases, Utterli, social bookmarking and various other online social media.

Some of these applications are more well known than others, but Pohlman has found a use for all of them in his line of work.

Where did Pohlman get experience with all these tools?

He credits his Style and Design class at Auburn University. Pohlman said the class really taught him the importance of social and digital media. He said that the most helpful social media application he learned was Twitter.

Pohlman credits the online micro-blogging tool for helping him network and find his current job.

"It became fun," he said.

He is a member of the LinkedIn social networking site that helps develop member's professional relationships. It is used as a networking tool that updates member's contacts on their professional developments.

On Pohlman's LinkedIn account, members can learn that he has used his social media experience for clients such as Baskin-Robbins, Woolite, Stride Rite, First Act and many others. Pohlman is becoming a social media double threat. He uses social media to promote his clients, but his abilities also promote himself as an expert in social media marketing and public relations.

Social media has become a major part of life for many people, and it is a new tool for businesses as outlined in Charlene Li and Josh Bernoff's book groundswell. This increase in social media has created jobs for people like Pohlman who use multiple online social media.

Recently, there has been an increase in people being hired to run online social networks and communities. At Auburn University students are not only learning to use social media, but for two weeks, students in the Style and Design class at AU are running and managing the networks PROpenMic and WarEagle.Me.

Robert French, a professor of public relations at AU, said that the reason his students are practicing social media is because that is where their profession is going.

"I focus on it because practitioners, particularly those doing the hiring and guiding their agencies, say it is what they are looking for in new hires," French said. He wants AU students to be those new hires.

For Pohlman, his love for social media became a passion. That passion led him to a job. Pohlman said that these jobs are out there for students and practitioners.

Pohlman tells his clients that conversation about their brand is happening. He demonstrates it by showing his clients Google and Twitter searches about their brand. Then he explains how using social media correctly can attempt to influence that conversation.

For those studying social media and public relations, Pohlman has some advice.

"It is just taking the stuff you learn about social media and being confident with it," Pohlman said. "Then, you have to be willing to constantly further that knowledge."