Is Social Media a good major to consider in today’s technical world of communications?

I’m a Public Affairs Specialist in the army national guard, and a few of my instructors at my army school (DINFOS @ ft Meade) told us that Social Media consultants are making good money at the moment. WE have youtube, facebook, etc…however, in the past decade, more corporations and small businesses have quickly realized what an asset that internet social venues can be. From what i’ve seen and heard, a dilemma for some is that not everyone, and not every corporation understands how to fully use this resource. No one has really written a how-to, a “don’t do this”, and/or a curriculum of Social Media. With this part of the media world rapidly developing, would majoring in Social Media or the closest thing to it, be a wise idea? (my current major is journalism/mass communications)
or…do you think that it could be a major risk? the type of path that will either pay out quite well, or turn out to be a dead end in less than ten years?