- familiar with social media
- knows a bit about SEO
- has a "good eye"
- has an understanding of current marketing trends.
They don't have to be expert. Consider giving them a few hours work each week where they can upload content, keep your profile alive and guide your printers, graphics people on your brand or the kind of advertising material you want to produce.
As an extension, some more modern and progressive businesses are choosing to use Instagram to post images and marketing material. A good look around will alert you to new marketing ideas also. But be warned.
Style never replaces substance.
Your brand may perhaps benefit from a utilisation of new media avenues, but it also has to stand on its own two feet with hard earned reputation, longstanding client relating, and direct face to face marketing by way of honest attention and care.
In the end, nothing replaces that!