Social Media as a job qualification

Does the knowledge of how to use social media effectively make you a more qualified job candidate in the PR field? I was reading articles about this question and I found that it is generally a good skill to have. However, it does not susbtitute having traditional media skills. In conclusion, social media skills have not replaced traditional media skills (yet?) I am wondering how the future will look like? Do you think it will replace it eventually or will traditional media always be the more important media?