Social Media Consultation: A Buyers Guide

We already know that engaging in social media requires a paradigm shift for a brand. For many, hiring a consultant can spark the necessary revolution.

So how can hiring an outsider help you? and what should you look for when hiring a new media consultant?

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Why Are Marketing Consultants Useful?

Whenever I recommend a consultant, people get confused. See, I don’t think a social media consultant directly makes your marketing any better.

Instead, this person helps you develop your thinking.

The consultant should help a brand align its culture with the culture required for the new age of marketing.

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A few ways a consultant can enable a paradigm shift is by helping create strategies that slowly push the envelope. They can recommend company restructuring and push for better customer service.

When Should You Use a Consultant?

Not everyone needs a consultant, but most do. Take the time to see where you fit in.

Does a higher level manager rise up and become the champion of marketing innovation? Then you may be able to forge hiring a consultant.

Generally, I suggest attempting to create a strategy. During that process, simply ask yourself, “do we know where we’re going? do we need help?”.

If you get stuck it may be time to look for a consultant.

What to Look for in a Consultant?

There are thousands of social media “experts” consulting to businesses. Finding a good one can be very difficult.

First, look for transparency. Ask them who else they’ve worked with, what kind of reporting they offer, and how they justify success.

Knowing these things can protect you in case things don’t work.

Stay away from consultants that pitch a strategy formula, or seem to talk about services over strategy. You want someone that will make your company unique online. Also, a good consultant will realize Twitter and Facebook is just a tool, not a strategy.

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The most important thing, though, is to look for someone that is excited in your company, web 2.0, and innovation. The consultant is there to foster a culture shift in your company, do they comment the respect and illicit the excitement to do that?

Should You Hire an Agency of Independent Consultant?

When it comes to choosing between an agency or single consultant, it’s really up to you.

Generally, for larger brands, an agency is a must. They offer the resources to keep up with your demands and have the clout to vie with a PR team.

Small businesses should opt for the independent consultant because of cost and the one on one attention you receive.

Regardless, businesses should require a social media point person, someone the business can count on to lead the culture shift.

How Much to Pay for Consultation

Compensation is always a questionable subject, especially with social media. It generally depends on how much you think the consultants value is.

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Most agencies will require a retainer fee with hourly costs. These can vary from company to company, but you should expect a 6 month engagement.

Independent consultants follow the same model (retainer / hourly), with a range in price from $100 to over $300 an hour. A good article to read is ReadWriteWeb’s post “How Much Do Top Tier Bloggers and Social Media Consultants Get Paid? We Asked Them!”

Summary

A good social media consultant is difficult to find. They must be technically minded; proficient in psychology, sociology, and marketing; as well as excite you to evolve company culture. Their value is great, and most brands need their help. But making sure you don’t hire a social media “expert”, but a “culture creator”.

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