I am seeing a lot of Digital/Creative Agency structures now being set up so that graduates come into the business as Community Managers and then work on to being Social Media Strategist/Account Manager. I think that there is a ceiling for anyone who is going to work in Social Media at an Agency however I think that employees who have worked at the coalface in Social Media have a real edge when it comes to being a full service Strategist.
Whether they know it or not, working in Social Media helps you to have a greater understanding of the Social Principles to an idea. The Social Principles of an idea is the understanding of how people react to ideas, content and media not just consume it. Releasing small ideas everyday to the target market and gauging their reactions is an invaluable learning curve (E.g status updates and the reaction in comments and likes to that ideas). These learning then better inform the next idea you go with.
That response model from your consumer is something that is sometimes missing from traditional ideas where you can make a whole campaign and the only persons reaction you are after is your internal team and the client.
So when the next generation of Community Managers start flexing their strategic muscle over other forms of media, I believe we are going to see really strong social ideas that are taking into consideration the reaction from consumers not just the way they will consume the message.