The number of fake social media experts is really out of control. I’m absolutely tired of all these new media bloggers popping up that are doing no more than rehashing what someone else already said.
It seems like everyone thinks they’re an expert. I hate that title, “expert”. It’s a simple idea when it comes to innovating new Internet Marketing strategy, some people understand what a consumer wants and some are just making it up. Michael Gray put it best in his post on the same topic,
…I do wonder how many people who claim to be social media experts, have any clue what they are doing.
This may be a rant, but it also might hold useful nuggets of information, let’s see where it goes.
From my view of the industry it seems that there are three types of “gurus”: the personal marketer, small business marketing, and corporate consultant.
Many of the social media marketers started as power users on specific sites. The question I always ask, and hopefully someone can answer is; how does being a power user on a specific social media site qualify you as a social media marketer?
The skills you gain from being a power user may give you the insight into social content. You’ll be able to tell what specific demographics of users like, but not how to market a product with user generated content.
Brian Chappell did a great video, mapping out the problem with most social media people, and I think he got to the root of the problem. People think that just being social means you can be a marketer. It’s not true, building a following is great. How do you put it to use? That’s where most of these “social media experts” fall short.
I’m not saying that you shouldn’t write about new media marketing, and that you shouldn’t give advice unless you have experience consulting with Fortune 500 companies. I’m simply saying that people need to think more, that simply calling yourself a social media expert isn’t enough.
Telling me that Facebook is great for branding sounds good. Now tell me why. How should I use it? Why is it better than MySpace? Test it out, be more technical.
Social media can’t sit on the idea that it’s an “abstract” marketing method. It is, but there are things that work better than others. Write about that, think it through, and ask people what they think.
So what do you do to keep yourself from falling into the trap of being another “social media expert”? Consider the following:
- What makes you different from everyone else?
- What have you added to the field?
- Where are you getting your research from?
- Where do you get your information from? Is it credible?
- Are you adding to what’s already been said? or are you simply repeating it?
Answering those questions should give you a start in the field, and keep you above everyone else. Don’t forget to think before you post.
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{ 7 comments read them below or add one }
@Gerard Thanks for your comment. I agree that there are a handful of people ruining the platform for everyone else.
@Margaret I agree with you that we should find a way to teach social media to those that don’t know it well, but that’s not who I think are “faking it”. It’s the people who think they’re an expert. In a field that’s always changing, no one is an expert. We’re all learning. It’s when you portray yourself as the person that knows everything and can talk and use buzz words, but when it comes time to actually do something, have no idea what to do. Those are the people that are hurting social media as a marketing platform. As for teaching people about social media, I might have a blog post touching on that next week. Thanks for your comment.
These are very good points. However, I think it is also important not to cross over to the point where we become social media snobs. Social media is critical to marketing presently and in our immediate future. Rather then get bent out of shape because some of us adopted it first we should be supportive of our peers and offer constructive ways to bring them up to speed. The reason everyone is jumping on the social media bandwagon right now is because it is effective and what clients want. It is where the business is. In this depressing economy, who can blame anyone for quickly moving in the direction of business even if they are not 100% enlightened? I think we need to step back and think about how can we improve this situation. If there are marketers out there who are working in social media who are totally clueless – we should fix this.
I think essentially everyone thinks that there’s a low barrier of entry – no cost to join and no experience required. Unfortunately, all the SMM invasion is doing is devaluing the Social Media platform. People are already tired of being friended by idiots looking to create a legion of followers.
@Feydakin That’s exactly the problem, there is no way to differentiate someone that’s faking it from someone that isn’t. The lack of barrier to entry, is a huge issue.
@JMorris I think a lot of people forget that there is a technical part of SMM. Thanks for the comment.
@Brian Chappell Glad you enjoyed the post. It really is annoying. The reason why it bothers me, is because when someone faking it fails or makes a huge mistake, it’s public. Not only does the actual marketer get taken out back, but social media as a field gets a stern talking to. Basically, people that fake it and run unsuccessful campaigns make it difficult for real SMMs to show how powerful social media really is.
Thanks for the mention Samir, it really is annoying seeing all the people coming out now a days saying they sell SMM isn’t it?
Nice post Samir! I have been seeing a lot of fakers out there lately who think a little blog bling, a big follow list and some fast talking make them the next big SMM. Definitely not the case!
It’s nice to see others share the overall feeling that there’s more to SMM than being social; that theirs actually work and education behind this field.
Most Social Media Experts are no different from the monthly flood of “new” SEOs that hit the forums asking for help with basic issues but their sig links point to an SEO website where they claim to be experts..
The barrier to entry is so low, as in non-existent, that anyone can claim to be anything.. And as long as you know the buzz words and just a tiny little bit more than the person you are selling to, you can land the job, title, contract, etc., and then try to fake the rest of it and blame the search engines, the website, whatever when you fail utterly..