Hire Journalists to tackle Social media

I just saw a gret clip with David Meerman Scott on marketing in social media that got me thinking. He's giving a talk on how companies need to earn attention through creating interesting content. In order to do this, they must know who their customers are and what they want. In turn, it's important to create content that is  interesting enough that these people will share it with the world. The clip has a lot of great points, but it's at the very end it shows a piece of how the picture is changing. DM Scott is telling his audience to hire journalist to create this content. They have experience in creating what their followers want and they are familiar with broadcasting. This can be transfered to the entrepreneur if one thinks like this: what journalist activities does the entrepreneur need to be good at? He needs to understand his readers, to publish stuff they like and give the mthe right incentives them to share it with EVERYBODY. To you future entrepreneurs out there: do you have a little journalist in you?