Yes its a new workforce but definitely uses skills that can be transferred from other roles within our industry and also other industries.  We have been working in & around social media in its various guises for many years now and have found that the best way is to allow people to find their own ways and shape their roles out of their interest & passion for it.  

Regarding 'free' knowledge and managing content, that is a much bigger topic - in my experience, nothing seems to be free :)