"This is not a fleeting phenomenon, this is not a fad, it's not a trend, it's a fundamental, permanent shift in how organizations and consumers depend on each other and how they talk to each other," he said.
Because it is not fleeting but still growing, finding workers with skills needed for social media jobs can be tough. Tumblr's D'Onofrio acknowledged as much, but said Tumblr's brand — it is one of the top 10 social media sites in the world and home to over 280 million blogs — helps it attract needed talent.
Asked what he looks for in future hires, D'Onofrio is quick to respond.
"Creativity, flexibility, collaboration," he said. "A sense of urgency I would wrap into that as well. We move very fast. We ship out a lot of features very quickly, and particularly on mobile, so we look for folks that are really strong in those areas."