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The descriptive designation is still the norm with most titles. It is a simple agreement which clearly specifies the nature and hierarchical level of a given position. Hence its lasting popularity, even if it sometimes lacks luster.
And here are millennials and their trendy gadgets taking over the workforce. They are only in their early twenties and show off their energy and sense of creativity on their sleeves or in their piercings. To get their attention, some employers have taken to fiddling with job titles to make the job look more enjoyable and up to date. This is especially the case in high-tech industries like IT, where titles such as “software design guru” and “project management ninja” abound.

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Take the social media specialist as an example. This post didn't even exist until 2006, when Facebook was only used by a few Harvard kids to track their conquests and Twitter was still in its infancy.

In 2009, demand surged in this sector. Every employer who could afford to hire an in-house social media specialist stepped forward to recruit one. And that was the start of the talent race. Ultimately, the most knowledgeable were the very young adults who had been among the early adopters of social sites: the MySpace generation now in their mid-twenties.

 
A brilliant employer has identified this bunch of young talent and understood that renaming the post with originality would have a power of attraction to the job of Generation Y scholars . Hence the name “social media guru”. Same post as the year before, but with a cooler connotation! A kind of job titles 2.0!
Calms you!

Changing job titles to make them more attractive is nothing new. Take the dreaded customer service representative! At first, he was simply referred to as a “customer contact center agent”. Pretty dull, right?
 
It is no surprise that today we see the position advertised under the name of "customer service facilitator", or even "customer support specialist", or even, to sink into the exaggeration, of "specialist in the management of interactions with the customers".