Pretty graphs = ultimately meaningless unless you know what to do next
There’s a lot of chatter about how to identify someone well-versed in social media best practices (this is pretty good, though I don’t agree with many of the authors’ criteria... but I’m not going there, because I’m tired of blogging about blogs).
Everyone tends to say you should start by eliminating anyone who calls him- or herself an “expert.”
I can’t think of any other industry where the use of the word “expert” immediately disqualifies you from being one, but that’s just how it is in social media. So you probably shouldn’t hire someone who refers to himself as a “social media expert,” not because he or she may or may not be unqualified, but because any self-respecting, connected, in-the-know strategist in this space knows better than to use the term.
A nice little litmus test is to refer to someone as a social media expert, and see if he or she winces and corrects you. We’re all so very self-conscious about it now, which actually makes me laugh (more evidence of social media chasing its tail).
But that’s not what I’m writing about today.
We don’t accept every potential client who comes to us for help in social networks and conversational media, because we won’t take work from people who don’t actually need our help or who aren’t doing things that we can get behind. Our best work happens when we work with clients we believe in.
Do you need to hire an expert? Ask yourself these questions:
1. Why am I asking about social media at all?
Are you trying to build a personal brand? Is your company struggling with its online reputation? Are you trying to build awareness with specific, targeted audiences? Do you believe traditional advertising isn’t paying off anymore?
These are all good reasons to look for new solutions, but you should dig even deeper. Make a list of goals first — who you want to reach, and for what purpose. Then ponder the way your goals could be met through online outreach. Not sure? Then, yeah, get some more info from someone who knows.
2. Who are our audiences?
Sure, most target audiences seem to gather online (someplace), but not all of them do. Do you know who you’re trying to reach? Do you know where they’re gathering? Some social media strategists can help you find those answers, but take a stab at it yourself first.
3. What is my comfort level?
Do you get around online pretty well? Do you feel comfortable with building a Facebook page, or creating conversations in Twitter? Do you already have a blog in place? There’s a lot you can do in social media to get started that’s not super-fancy. You can track conversations, you can comment on others’ blogs (in a non-promotional way, please), you can make connections on Twitter and LinkedIn.
Some reasons you may opt to pay for some additional assistance, no matter how proficient you are in online media are:
- You just don’t have time to do what you think should be done.
- You’ve reached the limits of your comprehension and proficiency and want to stretch
- You’re dealing with online reputation triage and need advice
- You (or your company or your agency) want some new, fresh ideas
4. How do I get my information?
Sometimes, the difference between handling social media outreach yourself and hiring help is a matter of training. Most strategic firms (like ours) provide some sort of instruction or coaching on best practices, and you can always find gatherings close by. Take a little time to build on your knowledge base. Not only will it help you decide whether you need to hire someone, but it will help you ask the right questions (e.g. “Are you a social media expert?”).
5. How much time do I have to do this myself?
Many of our clients know what they should be doing, but they don’t have the resources in-house. And they know better than to hire an intern or a some fresh-faced college graduate who’s “good on Facebook.” So they bring us on board to ease their pain. That’s not a bad idea. And a good social media agency/strategist will help you find viable, sustainable ways to keep you apprised and involved in the conversation.
If, after answering these questions, you still want to get some help, have these questions ready when reaching out to social media agencies and strategists:
1. Tell me about the best outreach you’ve done lately. What did you do?
Look for specifics (though the name of the client may be confidential) — what were the target audiences? What strategies did they use? What were their results?
2. Tell me about a campaign that didn’t go so well. What did you learn?
Look for a willingness to share missteps and the learning that came about.
3. How do you feel about Twitter?
Look for some ambivalence. Twitter is NOT for everyone, and it’s not always the answer.
4. Do I/we need a blog?
Look for some questions before the answer comes. For example, “Who is your audience? What is your goal?” If the answer is “yes,” ask what outcomes you could expect from keeping a blog, and what the risks are.
5. What outcomes can we expect?
Look for someone who will set realistic expectations, who’s willing to say that not everything will work, and who’s willing to help find the most resonant, effective strategies. If you are guaranteed a high number of Twitter followers or Facebook friends; if they tell you, unequivocally, that they can deliver astronomical traffic or conversions, then be skeptical. Anyone who measures traction solely on the number of unqualified followers on Twitter is suspect.
6. What is your pricing structure?
Look for a willingness to work with you and your budget, either setting hourly, project-based, or retainer-based pricing, depending on your needs.
7. What can I do now to get started?
Look for a willingness to share some basics with you, like info on how to track sentiment and engage in conversations.
Social media best practices are evolving, but those of us who handle the work know the constants — authenticity, propagation of relevant and useful content, engagement in conversations, responsiveness to audiences — and no matter what tools we recommend, we’ll always come back to them.
Comments
Eric,
First of all, I think if you've earned the right to be called an expert you should have the (fill in the blank) to call yourself one. A social media "enthusiast" just sounds so lame. Like you really don't have high expectations and neither should your clients.
But, to the meat of your post, you make some good points. IMO, companies should NOT hire someone to handle social media for them. It defeats the whole purpose of social media.
However, hiring a "strategic coach" as I think you called it, to take you step by step through your social media evolution makes a lot of sense. It's like hiring a personal trainer to help you get back in shape. It doesn't absolve you of responsibility, but it makes it a lot easier if someone is there to hold your hand and guide you through the process the right way.
All the best!
Melissa Paulik
This article is spot on. I avoid the word expert because even in writing a book the topic I know we are all still learning. When someone asks me how I became an expert on topic I say "I throw a lot of pasta at the wall and see what sticks." This articles expands on the pasta I throw and others should be throwing. Thanks!
Eric, great post. I like the way you think. I covered this topic on my blog two weeks ago as well. Lots of shenanigans going on right now with not-so-qualified "experts" giving companies poor advice when it comes to SM.
Maybe "consultant", "champion", or "coach" might convey a less controversial title than "expert". While "expert" might imply all-knowing, this person is never the less a valuable asset, no matter what the title. Expert is a relative term. Many “champion” the benefits of social media for creating and optimizing brand awareness, for individuals, and small businesses. These "experts" are leading the charge for the new branding, marketing, and web 2.0 concepts. Their knowledge of social media and the willingness to share their findings with others leads them to be viewed as “experts” by their peers. Do they know everything about social media?… no, because this is “cutting-edge” technology, and as such, it is constantly evolving and changing. The “champions” for social media provide a great service for organizations and individuals. By researching, testing, and learning the latest social media tools and technology, and sharing their experiences / recommendations with us, are they experts?
Thanks Eric!
I was pleasantly shocked to read this because I was expecting the usual expert-bashing! But instead you just told it like it is. I think you hit the nail on the head with several of your points about having clients answer some questions first before deciding what to do.
The way I see it, a company wouldn't hire a lousy account, wouldn't attempt to teach themselves how to program a new CRM, and wouldn't keep their money in a filing cabinet instead of a bank.
What I offer to clients is the ability to help them "stay in the conversation." There's no single best way for doing that, but for companies serious about doing business in the 21st century, they really can't afford to pretend it's all just going to go away.
Thanks for sharing the gr8 run-down on social media specialists. It's important to understand that the Internet is ever-evolving; therefore, we can all stand to benefit from a social media mentor, who is willing to learn new tricks of the trade to acclimate to the changing environment. Feel free to follow me on twitter @CarolAnnB -- Peace
Twitter has significantly aided Phoenix Green Business Examiner (Business & Finance) and he can be found at: twitter.com/alternativenrgy.
Thank you, everyone... I sure wish more of the comments were from people who weren't blogging about social media and/or working as a strategist and/or promoting their social media acumen! We're still wagging our own tails - I can't help wondering if non-social media-types have thoughts on this.
I'm grateful for your comments!
Hmmmm... Should I hire a "social media expert" or a "social media guy" as you describe yourself on Twitter (@datingdad)? Perhaps your opening remark was motivated by your own relatively low Twitter numbers compare to the true experts (meaning your < 2000 vs > their 60,000)? No one should ever disqualify someone else for calling himself an expert, but "caveat emptor" should always apply, look at their numbers, yes? Those can actually "walk the talk" by demonstrating something tangible like high numbers in the social media space are the true experts, whether they decide to call themselves that or not. (@praguebob on Twitter)
This post could be start of new book, "Reasons Why to Hire (or Not) Social Media Expert (or Not)." Seriously informative yet fun.
I'd tend to think companies need an insider who "gets social media" lest they be doomed to "old school" and rip-off media pricing 4-ever. @OneMoreBite on Twitter
I struggle with the proper thing for what I do. Media Placement (as in a part/supplement to overall PR efforts) but Media Placement Expert does not cut it with me, either. Many PR firms don't have a handle on Social Media either and need to bring in someone with cred and quality references. If you search Media Placement Specialist online you will mostly really find offers to certify you as one. Book I highly recommend is BE THE MEDIA which is available at: freeflightnewmedia.typepad.com
It has just been adopted by a number of major universities to assist in their media communication programs. A must have, IMHO.
Bob, we're busy at WideFoc.us, follower count notwithstanding. A high number of followers doesn't guarantee expertise in anything but gaming the system. Certainly, some social media strategists have legitimately high follow numbers, but that metric shouldn't be the only one you use to measure expertise. I’d recommend getting references, asking about actual campaigns and results, and asking questions about an overall philosophy. If someone uses his follow count as evidence of expertise, I’d say that’s a negative.
I use Twitter not as a channel to proselytize my social media thought leadership, but as a way to engage in conversation with interesting people on both a personal and professional level. That means my Twitter stream isn't necessarily meaningful to those looking for a non-stop set of strategic content. I'm not trying to build a large follower base; I don’t really care how many follow me.
I tell clients it’s better to have the right target audience than an unfocused audie
Eric, your argument was weak to begin with, because the numbers are indeed important (and your clients know this), but now you've stuck your foot in it again because in my case the big numbers were certainly not obtained by "gaming the system" as you seemed to insinuate. On Twitter I'm extremely selective about who I follow or even allow to remain on my follower list and I've used no automation whatsoever or any other silly "SEO tricks" to gain or keep my contacts on Twitter (or elsewhere in the social media space), but thanks for giving me this opportunity to make that perfectly clear to you, which it already is to practically everyone else. And no, your numbers (even selective, "choosy" ones, if you'd really like to believe that) just don't stack up to those of the real experts, and I'm not just speaking for myself. All the same, even though you've gone out of your way at least twice now to insult the experts, I do wish you the best of luck in your future endeavors in social media.
Eric, thanks for your great comments! I linked to your post from my most recent blog rantings---I appreciate your ideas.
Thanks again!
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