Apparently the University of Florida is offering a master’s degree in social media starting this fall, and behind that trend is an increase in jobs calling for specific social network skills, like Instagram:

Zara Stone, Social-Media Schooling Is on the Rise – But Is It Necessary?

An analysis by Indeed.com of the site’s job listings show a surge of recruiters looking for employers with specific social media skill sets. Using data from the title and description of job postings, Indeed.com calculated the percentage of ads with various keywords. Jobs requesting ‘Instagram’ skills were up more than sevenfold from 2012 (644%), and those searching for “Twitter” prowess was up 44%. The term ‘social media’ rose 28% overall.

[…]

The same Indeed.com data showed a 9% decrease in the number of jobs with ‘social media’ as part of the title. Twitter in the title dropped 22%. “Social media is declining as a job title as roles get more specialized to specific platforms,“ said Amy Crow, Communications Director for Indeed.com.

The expansion of social media in traditional business is leading to the fragmentation of social media marketing and support jobs. Instead of looking for people with broad expertise in social media, companies now may have several specialists, each devoting their time to one or two media.

I haven’t seen the raw data, and Stone does not offer a link, but Tumblr is conspicuously absent from the graph, below. However, Vine — the new Twitter video service — is up 154 percent.