That’s right: social media experts don’t exist. And you can say the same thing about social media gurus.
For some, this might be a contentious or controversial statement given how much activity is happening and the growing number of people involved in the strategic and tactical pursuits. While not downplaying or dismissing the skills of these people, my point is that social media is still a nascent thing/activity/business that it’s impossible for anyone to truly claim to be an expert or guru.
Social media is an immature child, who is changing, evolving and experimenting on a daily basis. There are no tried-and-true strategic or tactical approaches because we’re all still trying to figure out what works and why. Anyone who claims they have it figured out is selling is selling you a bill of goods.
At the very best, social media practitioners and consultants can offer high-quality strategic and tactical insight and recommendations that will offer clients a solid chance of being successful. But there are no guarantees given social media is much of an art as a science. For example, if anyone promises they can attract a certain amount of traffic, Facebook fans or Twitter followers, quickly dismiss it.
In time, social media will mature, evolve and become a well-entrenched part of a company’s communications, marketing and sales activities. Then, it might be possible to point out people who are social media “experts” or “gurus”. Until then, we’re all consultants, practitioners and enthusiasts.
8 Comments
Hi Mark. A refreshingly honest post given your own focus on social media. I start almost every conversation with a client interested in socmed by saying "I'm not an expert in social media but here's what I've learned." Anyone that claims otherwise should be shown the door. The same holds true even if they represent a large multi-disciplinary PR/Digital agency.
I believe you are a bit in left field with this actually. My wife is very much an expert in the field running multiple social media campaigns for the travel industry which has generated actual dollars, gotten the attention of others, generated buzz and awareness for their brands which has led to increased business.
Does social media change frequently? Sure, but no more than IT changes on a regular basis too. Are you going to say someone with a masters or doctorate in computer science not an expert? Are there a lot of people claiming to be experts who are not? Of course and probably more than most. But there are certainly people out there fully qualified to be considered experts in social media. When you can deliver all the benefits of social media (generating revenue, increase brand exposure and connecting with people) and do it effectively, as well as being asked to teach others, that pretty much makes you an expert.
Jack,
You're clearly biased!
The question is whether being able to deliver results make you an expert or an effective practitioner. Maybe they're on in the same but I think calling yourself a practitioner is more user-friendly these days.
Thanks for the comment.
Mark
Mark I have to say that I am in agreement with you on this (shock of shocks
). I just posted something with my thoughts about Social Media and companies which I quoted part of this post.
http://clicky.me/Bsl
I would say that even in Internet years we are still years out from anyone – outside of very few and rare people – being able to call themselves a guru or expert in Social Media. That is if of course if Social Media is still around at that point.
I would say that there are a lot of Social Media experts out there. Though the sites may be new, the idea of Social Media predates the internet itself, with BBSes, and there are those who have brought over 25 years (yes I mean 25 years) of social media and virtual community experience. The person who immediately comes to mind is Jon Lebkowsky, who ran Whole Foods forums over 10 years ago, and has been running Social Web Strategies long enough to see that it's no longer on the bleeding edge, and has become just another tool in a big marketing companies strategy
There are many reasons I got into the industry I choose. One of the reasons, simply, is my passion for business. I love social media a lot.
That’s is in fact, the truth. It’s like the telephone being invented every six months
i would not agree with the head of the topic , i belive media experts exists and they are those who make something out of social networks , if they dont exist then what would be the use of the social networks?
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[...] being smart and calling oneself a guru just seems incompatible. A recommended read on this is Social Media Experts Don’t Exist, by Toronto-based Mark Evans. Sure, if you’re in it for the fun only, as many execs are, then [...]