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Should You Hire a Social Media Expert?
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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.
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