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Here is an interesting concept... social media is huge, growing, and apart of everyday life, but you shouldn't have a social media expert on board. Sean Duffy wrote "Why Your Brand Doesn't Need A Social Media Expert" and I could not agree more with what he has to say. Here is his theory: A social media expert might know the ins and outs of social media platforms, but doesn't have the experience and skills of a marketing expert. Social Media is something easy to pick up. Its meant to be easy to use and learn and since its all public, all of its information is disclosed. An expert in marketing should have no problem picking up on social media and have the skills and knowledge to apply it to your brand in an appropriate way. A social media expert who doesn't market could be using social media in an effective way for themselves, but if they don't understand the marketing behind the brand, its going to be irrelevant.
Duffy writes this post as preview of what he is going to be talking about at a conference on why your company should use social media and the next point plans to deliver to the crowd is that social media is going to work for your brand and will be a waste of time. This seems a little of the chart for a speaking engagement ABOUT social media, but again he makes a valid point. "The central issue is not how social media can change marketing. The real issue is how social media has already changed the people we market to" says Duffy. As marketers, its important to know how social media is changing consumers before we even think about developing a social media plan. Once again, a marketing expert has the skills to do this, not the social media expert.
Social media is another marketing tool. If it is going to be used, it should be worked into marketing plans, by a marketing expert who knows how implementing them will help support the strategies that are trying to be achieved. One of the worst things I believe a company can do is to start using Facebook pages and Twitter and not have a strategy or someone who understands how to blend it with the company. Having a Facebook page just to have one doesn't do your business any good and in my opinion can sometimes make the company look lost with its marketing strategy. I see job postings for social media roles all the time now. After reading this article I have a different perspective on what it would take to fill that position. If I were to apply for a position of the sort, I would be sure to make it clear to the employer that yes, I know how to use these media platforms, but I also have a strong marketing background and that is what makes me ideal for the job.
How will you run your social media strategy now? Will you reconsider that Facebook page that no one manages? Will you provide information to your current marketing staff to learn new social media platforms? Hopefully a connection will start to arise from businesses and the understanding will be that it takes a strong marketer with a sound strategy to implement social media into your business plan and campaign.
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