I’d like to get your thoughts on what you would consider essential skills for those working in mobile/digital/social media? We all need a basic understanding of all things web-related, but what about a more in-depth understanding of HTML, Photoshop, SEO, Wordpress, etc?

Agree @michaelpingree.  I list others I feel are necessary below.

Critical thinking / problem solving skills.  What opportunities are being missed?  What problems need addressing? 

Data analysis skills:

• What will you measure to show your success?
• What are the changes attributable to?
  
• Are they significant?

Networking skills. You must be able to build relationships first.

Marketing skills. What channels and applications will you use?  How/what will you test?  How will you identify your target market?  How will you identify their wants and needs? 

Communication skills. Verbal and non-verbal. 

I don’t think one needs a detailed understanding of HTML, Photoshop, SEO, Wordpress,etcetera. Nor do I think it’s feasible. What you need instead is a broad and sound understanding of technology, and a network of trusted advisors who can help you through the details when necessary. 

That’s off the top of my head. I’m sure others will have more. Just because it’s social, doesn’t mean it’s light.