Social Media “Experts”
It seems as though there are dozens of new “Social Media Experts” emerging online every day. In fact, a recent search of Twitter returned over 5,000 self-proclaimed “Social Media Experts.” What makes someone an “expert” in social media? And, is it even possible to be an “expert” in a space that is constantly evolving?
While there is no clear cut way to define a “Social Media Expert,” there are qualifications that businesses should look for when hiring an agency or individual to partner with in their social media initiatives.
They have experience in relevant fields.
They understand technology, digital marketing, public relations, customer support, media, SEO, analytics and mobile – and they understand that social media is the convergence of these disciplines.
They have social media experience.
They can provide you with several case studies (including results) in which they have strategized, planned and successfully executed social media programs for clients.
They have a social media team.
They have a team dedicated to social media instead of one person who, because he has a Twitter account, is their go-to social media “expert”.
They are recognized as thought leaders in the industry.
They speak at conferences, are interviewed as “experts” by the media and can provide you a list of clients that they have worked with on social media initiatives.
They have applied knowledge of social media.
They are familiar with the most widely known tools and technologies and they participate in social media themselves (as an agency and as individuals). And they didn’t start participating a month before they pitched you.
They empower you.
They send you POVs, white papers and articles on technologies, best practices and specific case studies within the social media space. They make sure you understand social media and they ensure that your legal team is satisfied before executing any social media program.
They understand that social media is a long term commitment.
They don’t collect thousands of dollars from you, set up a Facebook Fan Page and disappear.
They don’t want you to do social media just because everyone else is doing it.
They work with you to define objectives and to align relevant social media recommendations with those objectives. They are able to tell you how the recommendations they make will benefit your brand, product or service as well as meet the defined objectives.
As the digital space continues to grow and evolve, so will business use of social media. While this list is not exhaustive, it will help ensure that the social media partner you choose will empower you to evolve your brand, product or service as well.
This is a great post. I’ve seen much of what your talking about a lot as well. I also agree, it’s hard to be and “expert” in social media. I tip toe on the line of considering myself an “expert”, it’s next to impossible. The technologies are changing so fast, new ones are added, etc. I understand social media. I understand how to use it both personally and professionally for a business, organization or company, etc. For many people it’s all about objectives and goals. That’s a bottom line for me. If you don’t have a plan, you have no business trying to do anything. Again, as you said, you have to have some level of commitment to do and see anything because of social media.
There are two points, I don’t disagree with, I just may not understand as well. You mention about having a social media team, any reason? I work with another guy with Social Republick, but have done and had been doing a lot of campaigns and projects on my own. Any reason you believe that someone who is a social media “expert” needs a team? I do agree that my skills and abilities vs. my business partner are very different. It makes us strong in my mind. Is that what you meant?
The other part of your blog I had questions on was about speaking engagements. I agree, they are great and someone who feels he or she is an “expert” in social media would have some type of cred, but knowing social media, understanding social media from a personal, business and strategy standpoint vs. teaching or talking about the subject are two different things in my mind. Sure you can talk about it, but can you create a three moth long plan and strategy? Also, you are offering social media to two potentially different markets. Those who understand it, don’t need your “expert” in social media. At the same time, those who don’t know anything about it, after hearing an “expert” talk may not have what they need to build and create a plan and/ or campaign to utilize social media.
I would love to hear your thoughts on my thoughts and to clarify the two points that I was unsure where you were going. Again, this is a great post with great info and thoughts. Thank you for sharing them!
@socialrepublick: thanks for the compliments! by “team” i was referring mainly to larger agencies with social media capabilities. i think it’s important to have people dedicated to keeping up on the latest trends, technologies, best practices, etc. – rather than pulling someone in to speak in front of clients as needed just because they are personally involved in social media. it sounds like you and your partner’s skills and abilities compliment each other and make for a strong team. to your question about speaking engagements – i agree that speaking about social media and understanding it from a long-term strategy/planning perspective are two VERY different things. and speaking about social media can take several different forms, from 101 overviews to people who aren’t familiar with social media to client strategy presentations. does that clarify? thanks again for your comment!