Social Media is an emerging area and many jobs are opening in this area. A comparison of job openings in the area of "Social Media" and "Civil Engineering" is done using the indeed search engine and shown in the picture below
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What is interesting is that there are more jobs in the area of "Social Media" as compared to the jobs in Civil Engineering even though it is a fairly new area that did not exists few years ago. The lower end jobs pay better in Civil Engineering but there are fewer high paying jobs.
Also the two key words "Civil Engineering" and "Civil Engineer" leads to different search results as shown by column 2 and column 3 of the figure. This shows that the search results are sensitive to the choice of key words even though the two keywords are nearly identical.