Tag Archives: social media experts

THE REMIX: Are You Paying Unqualified Experts?

I wrote a post, and you (insert liked or hated) it

Last week I wrote a post suggesting a social media service provider should possess marketing acumen. 

While I stand behind that, I thought it interesting that several people pointed out that all marketing types aren’t suited for social media.  On this point I agree.  So I’d like to dive a bit deeper and share more of my thoughts, fwiw.

I stumbled upon this quote from Scott Monty, who heads Ford’s SM program, and thought  it relevant:

“Let’s not kid ourselves.  Using social media as part of your marketing mix is far more than recruiting some über-connected individual who can bring attention to your brand. It starts with crafting a strategy and understanding what your business objectives are.  And it means never, ever taking your eye off the customer and doing what matters – providing value to them. After all, isn’t that what you’re in business for?”

Two points I zeroed in on: 1) That social media is part of marketing and 2) There are skill sets required beyond the ability to amass followers.

So, if it’s a marketing program, doesn’t it make sense to have a person with some marketing background head the program?  Or, at the very least contain the overall program within the marketing department?   

Once upon a time ….

“Interactive” agencies were born – from a need.  I remember those times well, and (as a marketing leader) it was a hassle to hire two separate agencies for what – IMO – needed to be integrated efforts.

I had each whispering their specific agenda into my ear, albeit with good intentions, but their viewpoint was decidedly one-sided.  They weren’t thinking around the sum total of all efforts/programs.  My job was to look at the bigger picture:  The overarching strategy, how these executables supported my company’s strategic imperatives, and how I benchmark and measure each.

I was caught in a tug-o-war between experts in their particular, specific fields.  Not that there’s anything wrong with that.  I needed experts.  However, if the web shop had more “traditional” brand strategy experience (and appreciated its magnitude), or my agency had web capabilities it would have made my life easier.  

Fast forward to smart “traditional” agencies that, foreseeing the coming paradigm shift, staffed up with the specialized talent (creative, strategic and techie) to offer all services under one roof.   (Can you imagine any agency now failing to offer web development?)  

Now, while a plethora of specialty shops (agencies or consultants) exist, be it by industry- or discipline-specific, for the most part the great divide of “traditional” vs. interactive is arguably lessened.

See where I’m going? 

No matter the offering (creative services, social media, product development, user experience, etc.) a strategic roadmap must exist.

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Who’s your guru? Paying unqualified “experts”?

guru

Guess what??  I’m getting a nose job!

I’ve been following this plastic surgeon on Twitter and as a fan on Facebook for about a year now.  He really seems to know his stuff!  He has a huge following and his before & after pictures are amazing!  While I don’t know anything about his education, licensing or experience in cosmetic surgery, I have really come to trust him because of our interactions.

Idiot!

Is that what you’d want to scream?  Of course it is.  Surgery is serious business.  Since you can be permanently disfigured or even lose your life, it’s wise to check out with whom you’re doing game-changing business, right?

Your Business is Serious Business, Too.

Are you taking/paying for what is essentially marketing advice from social media experts that have zero background in Marketing or Communications?  Not so much  “how to set up accounts”.  I’m talking about actions that support your business strategy and objectives.  If so, IMHO you’re making a big mistake.  Huge.

Yes, it’s Marketing.

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