"We need someone who is intimately familiar with Facebook for our latest campaign."
"We absolutely require familiarity with Tumblr."
"If you haven't used Twitter or have any less than 500 followers, don't bother applying."
Why are we so concerned about the most recent madness?
Can you hear yourself over the cacophony of the latest trend?
These should read more like:
"We need someone who knows how to make genuine connections with people."
"Looking for someone who knows how to communicate effectively with the written word."
"If you aren't going to be passionate about what we do, don't bother applying."
Focus on the methods. Reach out and being available. Solve problems. Listen to trouble situations and fix them.
The tools will always change.
Your methods will stick around, perfected through consistent practice and adapted to the tools at hand.