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These days, it's not hard to find an expert on social media. Well, to rephrase, it's not hard to find a self-proclaimed expert on social media. With the semi-recent craze for all things Twitter, Facebook and web 2.0, everyone seems to be coming out of the woodworks announcing their know-it-all status when it comes to online marketing and poking around the deep dark corners of networking websites. But how knowledgeable are these "experts"? What makes a social media expert to begin with? Which social media expert are you?
There are a few types of “experts” on the web that you may run into when looking for a professional in the social media world. Heck, you may very well be one of these social media experts. Read on to investigate the inner workings of online “specialists”…
The Twitter Expert
The Twitter Expert is one who has a Twitter account, and is probably an obsessive tweeter. They probably follow people in the thousands in an effort to increase their “follower” numbers. The people they’re following most likely will exceed their followers by a number in the hundreds at the least. This expert thinks they specialize in all things Twitter, but they’re likely the type of “I am clipping my toenails right now”-tweeter that you try to avoid. Follower quantity means more to them than follower quality and to credit their expertise, they’ll often boast about the number of followers they have - even though 80% of them are likely spammers. If you don’t follow the Twitter Expert back, they might shamelessly DM you to say, “Will you follow me back!?”
The Business Expert
The Business Expert is one who has an online presence for their business, either on Twitter, Facebook, both or other networking websites. This expert thinks their knowledge of social media is credible due to the fact that they use it for their business. This expert is about as much a social media connoisseur as the person who hands out teriyaki chicken samples in the food court at the mall is an expert at marketing Thai food. Just because you play the game, doesn’t mean you should be a coach.
The Local Expert
The Local Expert is a native to the area and may or may not be a shameless self-promoter. This expert promotes their credibility through the fact that they know the city, the town and what’s going on with the local culture, thus they probably tweet useful information often and may have a substantial and legitimate following. The only problem is, this expert probably learned everything they know from someone else. All of the information they give you is likely second hand knowledge and they may or may not take the credit for it. There is no disputing the fact that The Local Expert is experienced and familiar with using social media applications, but by no means are they social media specialists or should be offering their “services” to others.
The Unemployed Expert
The Unemployed Expert, it goes without saying, does not have a job. For this reason, they can spend unparalleled amounts of time online perfecting their social media expertise. They’re the people you see flooding your update column with useful, and sometimes controversial thoughts…ALL the time. Sparking a controversial conversation with an A-lister is probably the highlight of their jobless day. It’s okay though, because due to those particular conversations, they’re seen and virally heard by hundreds, sometimes millions. At the end of the day, sometimes it’s their social media presence that ends up getting them hired. The Unemployed Expert will likely know social media pretty well, but may or may not know the inner workings of strategic communications specifically for businesses. Ancient Chinese Proverb: He who can market himself, may not necessarily be capable of marketing others.
The Public Relations Expert
The Public Relations Expert is usually a professional in the marketing industry who first stumbled upon the beautiful world of social media in an effort to promote or advertise a client. These professionals were probably the first people online who immediately recognized the power of social media, harnessed its raging potential and used it to their advantage. Whether or not they do it effectively, however, is open to interpretation. The Public Relations, or PR, Expert accredits their expertise to the fact that they use social media for their client(s). This lucky expert has the ability to transfer their authoritative status in the marketing industry over to the world of social media. Some PR Experts can talk the talk, but not all can walk the walk.
The Salesman Expert
The Salesman Expert is generally someone who isn’t at all interested in joining a social conversation, and doesn’t really care about social media at all. This selfish social savant is only interested in selling their own product or service, and their updates will generally reflect that. These Internet marketers will sometimes boast about having the secret juice, the magic dust that will bring you followers. Don’t fall for it. Like a fat person trying to lose weight, the only way to gain followers is by doing it the good old-fashioned way: hard work and (metaphorical) exercise.
If you think your expertise has been questioned here, it probably has. Don’t get your panties in a bundle; it’s for good reason. Step back and ask yourself which social media expert are you? Are you a mixture of a few classifications? Should you REALLY be offering "services" to others on social media? The definition of a social media “expert” should not be open for interpretation. It’s not a grey issue. You either are or you aren’t.
If you’re not sure, a good rule of thumb is to wait until someone ELSE says you are. Otherwise, you’ve just been self-diagnosed. Where’s the credibility? You can tweet about being an expert and others can too; you may even have your own website, blog and newsletter, but the only thing that can qualify you as a REAL social media expert is a PROVEN track record of success. That means results.
I’ll leave you with this ancient Chinese proverb: Keep your broken arm inside your sleeve.
Go forth and tweet,
Bridget Marie
P.s. If you know of an Expert I didn't list here, please leave me a comment and I'll add it to the list!
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October 12, 2009 4:53 pm
Good article. I agree that there are a lot of people out there that claim to be social media experts. It's kind of annoying. I am in charge of the social media efforts for the company I work for, but I am in no way an "expert". I've just been using tools like facebook and twitter for a long time now, so my experience comes from time of use. I think that a lot of young workers out there can use this to their advantage, but they shouldn't say that it makes them an expert. I don't really even know what would make someone an expert in social media in the first place. You can have a million followers on twitter, but how have you been successful. Again, good article.
October 12, 2009 4:53 pm
How about the cynical expert? The one who questions the value and power of social media while he himself uses it daily and has gained many connections from it?
Not that I know anyone like that...
October 12, 2009 4:54 pm
I'm trying to decide where the journos/new media gurus fit in. Oftentimes I feel like a salesman...We are similar to public relations experts but not quite (there's still that line!)...And of course, many media geeks are unemployed.
So, you might find us in many categories, but I think true media geeks/information disseminators deserve their own category, what do you think?
October 12, 2009 8:02 pm
I can't imagine saying that I'm an "expert." I will say that I've used a number of social media sites, and I know a fair amount about the ones I use regularly. But tat most that would make me an expert in the specific things I do!
October 12, 2009 8:02 pm
"at most"
Apparently I'm not an expert at double-checking before I hit "save."
October 12, 2009 8:05 pm
Love this post - very creative and accurate. I'd add the "Pseudo Subject Matter Expert," though it may be a little too general. But then I see so many people writing on a host of topics and wonder if they're making the BS up as they go. Thanks Bridget.
October 12, 2009 8:30 pm
How about the infrastructure engineering expert? I'm the guy who not only engineers the applications so they work reliably, but I also engineer the systems, servers, routers, and networks that make social media possible.
October 13, 2009 12:28 am
I read this to compare it to the many "social media guru bashing" articles that have sprouted lately (kind of like the video you posted).
I really enjoyed your take on it, especially the categorizing of the various "experts". You weren't condescending or bashing self-proclaimed social media experts so much as you were just putting out various pieces of the puzzle.
However, I disagree with your statement: "The definition of a social media “expert” should not be open for interpretation. It’s not a grey issue. You either are or you aren’t."
Well then, what sites should you use to be an "expert"? How much "success" makes you an expert? How many clients do you need to prove your track record? What if you learned how to successfully market yourself via social networks? Does that count as a success? My point is: social media IS grey area. I don't think that waiting for someone else to call you an expert automatically makes you one any more than you saying it yourself.
This was a good post by Jason Falls in response to the "social media guru video": http://www.socialmediaexplorer.com/2009/10/06/enough-with-the-social-med...
October 13, 2009 8:15 am
I just wanted to thank you all so much for reading the post, and taking it as light as I intended. As Cassie said, I was not trying to "bash" self-proclaimed social media experts, I was simply trying to raise an awareness to the fact that everyone seems to think they're an expert in this relatively new social media world.
I thought everyone had some great points, and there were a few "experts" brought to my attention I hadn't thought of before - so thank you for joining the conversation!
I look forward to networking with you all!
Many thanks,
Bridget Marie
October 13, 2009 8:42 am
@jrandom42 - I liked your comment the best because I can relate to it the most. It's a 'common bond' that all engineers and technicians share.
October 13, 2009 12:40 pm
Cassie was right to point to Jason's recent article. Many of us use social tools to help our companies. Most of us use them for ourselves, too. But the hypermarketing spammers on Twitter make me look like a jerk when I suggest to photographer friends that they get a Flickr account.
In a while, we're not even going to differentiate between people who are awesome and those who lie; it'll simply be a case of who is connected and who is not. Until that point this is all just silly back-and-forth.
October 13, 2009 1:12 pm
"If you think your expertise has been questioned here, it probably has. Don’t get your panties in a bundle; it’s for good reason."
And the reason is that far too many people and businesses still remember all the Y2K "experts" that spent large chunks of money and provided questionable improvements and returns.
October 20, 2009 11:21 am
Great post!
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