Some of you might get bent out of shape because I dare to suggest that a social media expert exists.
I understand that there is a healthy society of humble naysayers who scoff at social media expertise. So I will warn you in advance, this post will piss you off.
However, I believe that there is such an animal as a social media expert. In fact, we’ve hired our fair share at Fluency Media. Look around and you’ll see that job boards are packed with openings and that almost every company is trying to either train or recruit an expert of their own.
Unless we’re all deluded, there are people out there that have the right mix of talent, drive, work ethic, and experience to lead social programs.
The hard part is spotting them.
After countless interviews, discussions, good hires, and false starts, I believe I can give you a few pointers.
Marketing Acumen
A social media expert understands the relationship between advertising, marketing, and sales. They are well grounded in the science of selecting target audiences and the art of winning hearts and minds. This doesn’t mean that your social media expert needs to come from the marketing department. They just need a healthy respect for the role social media plays in the marketing process.
Accountable
Anyone can tweet all day and call it a job. However, real social media experts realize that their activities must contribute to the company in a tangible way. They have to “move the needle” and show how their activities are turning strangers into brand evangelists. Beware of people who stress conversations over profit and “likes” over accountability. These folks will leave your business popular and bankrupt.
Social Scientist
Social media is 80% psychology and 20% marketing. The best social media experts are students of human nature. They are fascinated by group psychology and love “people watching.” Social media pros want to understand why certain people are influential and what makes them tick. They also can’t resist engineering the perfect viral storm.
Content Marketing Savant
A robust social media plan requires a constant infusion of smart, relevant, and entertaining content. A social media maestro knows how to create and repurpose content like a managing editor at a tabloid magazine. They aren’t afraid to publish and get nervous when they are not shipping.
Intensely Curious
Social Media is a moving target. What you know today is old news tomorrow. A capable social media expert stays tapped into the latest developments across all digital marketing channels, including social media. I’m not referring to passive reading. Instead, look for people who actively research and dig for new insights.
Collaborative
A social media program works best when every stakeholder contributes content, ideas, and support. Effective social media managers aren’t afraid to persuade, beg, poke, and push for cooperation from every corner of the organization. They know how to create relationships that result in a steady supply of fresh info to power content across multiple platforms.
What I Didn’t Mention
Tool Expertise
The actual tools of the social media trade aren’t difficult to master. It takes about 1 week to be a proficient tweeter. The same goes for navigating and manipulating Facebook and LinkedIn or for uploading a blog post. Tools don’t make the social media expert, but rather the social media expert uses tools to achieve their goals.
Introvert vs. Extrovert
You don’t necessarily need to be a social butterfly in the RW (real world) to crush it online. It helps, but it’s not required. I’ve watched intense introverts build communities, woo customers, and recruit brand evangelists.
A Personal Blog
Although I would love for every social media professional to run a blog, this isn’t a prerequisite. Many experts are busy running their corporate blog and don’t have gas in the tank for their own gig. Instead, I look for results they were able to achieve for their company or clients.
Do you have any other criteria you use when selecting an expert?
Great points. Everyone is rushing to jump on the social media bandwagon, but without really thinking it through and what it entails. Your point about social media being an ever evolving industry is especially relevant. It’s not as simple as learning the various channels and a few talking points to use in meetings. It is constantly changing and to be successful you have to stay on top of new trends and developments. That said, it seems a bit daunting. No matter how much you research and learn there’s always something new!
Interesting post, i’m not sure all would agree. True experts really know how to evolve and adapt to the ever-changing marketplace and online presence. http://www.urbanmedia.co.uk
The reason being, I strongly believe some of the best social media experts are not those with 5000, 10,000, 20,000 followers and that those truly succeeding are those who spend more of their time contributing to the efforts of their projects rather than their own persona.
I thought social media experts are all the young people in the organization. Because, if you give the social media piece to someone young, who has a twitter account, you can’t go wrong. Those young people know social media. They facebook and twitter. If they’re young, they’ll do it. Just give it to a young person. Younger the better.
Stanford this is a great article. I agree with all of your points, especially the accountable part. I’ve seen too many “packages” that are just about creating content and doing the work –which relates to your point on “tool expertise”– and not enough “we’re in this together” mentalities. Very good information.
Thoughtful post on an important topic. You got the heart of the matter–social media is so much more than the flash in the pan of people who sign up. It’s converting that to action, customer loyalty, and word of mouth. Much harder said than promised.
Thanks for comment!
I can truly appreciate this article–however HERE is where i disagree:
“It takes about 1 week to be a proficient tweeter. The same goes for navigating and manipulating Facebook, LinkedIn or upload a blog post.”
In stating this you’ve discounted the traits and skillsets you mentioned beforehand. These are inherent personality traits in some cases and learned skills through applied experience in others. To suggest this can be mastered in one week suggests there are shortcuts–and there are none.
Interesting point. Let me clarify – The mechanics of tweeting, facebooking, and the like can be handled in a week. Creating stuff worth reading and sharing requires the skills I mentioned in the post.
Great tips. One thing I would add is an emphasis on collaboration. If a social media savvy person already has influence among other influencers who are willing to collaborate with them they have a much more viable way move the needle.
Here are my top three most important factors:
1) Tight targeting
2) The ability to identify and collaborate with others in specific niches
3) RESULTS
It is getting easier to identify those who are making the most progress by using @PeerIndex (check out their new FireFox Addon) @Klout @PostRank. While those tools are still evolving, they do highlight who has connections and what niches they are known in. Right now that will primarily be Internet Marketing, Social Media and Blogging but that will expand as they select geographic and topical niches to implement their experience to businesses in the physical world.
Gail, not sure I agree. Although having a decent social rolodex is helpful it’s not required.
very nice post, thankx for sharing
Glad somebody said it! Thanks, Stanford. I would add on to your list the ability to analyze the metrics and re-group or change strategy and tactics when the data shows something is or isn’t working. (Some people don’t even know about the tools that exist to help them measure). I loved “The Social Scientist” description you gave. You’d be surprised how many people are out here calling themselves experts at this yet they don’t Tweet, they have a Fan page but aren’t building a community there, they don’t have a YouTube channel, aren’t involved in LinkedIn, don’t blog—essentially, they don’t walk it like they talk it.
Hey, Stanford…my first time here and I get a pop-up window about a free blogging course; is that yours? Took me by surprise.
At any rate, I’d like to add PR to the mix! In the marketing acumen section, that is. There’s another “argument” or shall we say “heated discussion” about who owns social? (I bet you’ve covered this.) In my current day to day; I’m 90% social and that’s oriented to creating strategy, checking the industry for insight, and actually trying to move the needle on various channels.
After reading this post, I wonder, truly, if a guru is the Holy Grail. Especially in this time of intense information overload. (I’d suggest if you had one client only or worked at one organization; the above may be possible).
I’ve been thinking about this more Stanford – “social media expert” has such dirty connotations. When I think about why that is, it’s because of charlatans – and why are they getting to ruin it for the rest of us? Lately I’ve been encountering more and more people who act like “I know social media” and then they start talking and I realize, they really don’t. And then later I come home and realize further, there really is a social media expertise, and those of us that have it should really speak up and be proud, because not everyone has this knowledge. There really are people who know, and those that don’t. Naturally I consider you to be one of the people who know, because I’ve lurked here long enough. Okay, thanks for letting me sound off.
You made a lot of sense in this post! I felt that you brought up a lot of good points and ideas that people can use to become successful in the online/blog world.
Spot on! Agree with each point and I think this point of view was long overdue. I specifically vouch for marketing acumen & collaborative thinking required to be a social media expert.
Everyday I am placing more and more value on collaborative thinking and participation. Thanks for your comment Amitha!
Stanford you have summed up nicely and i love the social scientist term. Tools are thousands and anyone can sit the whole day and manage it but are they strong enough to make people talk abt things. One more thing would be is, how they behave during -ve criticism?. nice post. thanks
Keep Rocking,
Prasant
Obviously this post holds value for HR or hiring mangers so I wanted to address your line
“They also can’t resist engineering the perfect viral storm.”
How does one spot this characteristic in a person? Was the place they were going to eat lunch at that day the NEW THING for everyone in the office after that person interviewed? I can resist many things in my life but this virtue you describe does not strike me as any natural phenomenon I’ve experienced. I must be bad at Social Media. Damn this article is a viral storm
LOL Ryan!
What I would look for here is a need to understand how people tick. You want a person who naturally wonders about the mechanics of engineering a public flashmob, why certain topics trend on twitter, or why some posts catch on and others don’t.
I like the content. But, first, professional experts should run through for grammar. Third paragraph, “packedwith.” Second, if you are going to make a bold statement like “this post will piss you off,” at least back it up. Call out those who proclaim to be experts. I know that by saying this, you put yourself in a position of authority, but in no way did this post piss me off — nor did the link that was anchored. Also, advertising has no relationship with marketing and sales. Advertising’s main objective is not to increase sales, but to build awareness.
Thanks for the comment and the proofing
However, I think you took a wrong turn and found yourself in the wrong blog neighborhood.
I’m edgy but not an asshole. My goal wasn’t to piss people off. The rest is really too far out of left-field (and wrong) for me to comment on.
Your post hits the nail on the head for me. Thank you for clearly describing why it is I do what I do!
Excellent post! I especially liked the part about personal blogs. God knows I’d love to get my old blogs up and going again. I miss posting about music, hockey, my kids, etc. but there just isn’t enough time in a day. I’d much rather do my job the best that I can and then unplug (as much as possible when working in social media) at the end of the day. I also couldn’t agree more about “moving the needle” when using social media. If you aren’t, then you aren’t doing your job.
GREAT post! I agree with others’ comments, but what called out to me was the first one: marketing acumen. I’m lucky in that when I interviewed for my current job (as a social media specialist) I used my marketing background to differentiate myself from others, and it worked. I am a steadfast believer that NO communication channel operates in a bubble, but that they all need to work together.
(Ironically, just blogged on that topic, but won’t use your blog as a link vehicle to mine!)
At any rate, both lists ring very true to me (yep, I’m also an introvert), and I’m glad you said it.
I totally agree that this is a brilliant blog and I also agree that social media is not a standalone process – it shouldn’t be done in isolation. Coming from a marketing and communications background is of real benefit. Lots of people make the claim they do social media but few seem to take time to create a strategy and a plan for how to use and integrate it. What I love about social media is how it is continually changing and evolving which makes it very, very exciting.
Thank you for such a clear and concise blog. I will definitely be recommending this piece to others.
Brilliantly put. I realize there are a lot of posers and self proclaimed gurus who give experts a bad rap. I can see how people get caught in the cycle of slamming the expert. You have however, made an excellent clear distinction between the two. Thank you.
Hey Dana, thanks for pointing out the distinctions there. I guess I could attract a bunch of malcontents who love to play “whack a guru” but would rather help folks who have to select a social media pro.
Excellent post Stan. Well done. I have a video version of this post coming in a week or so.
Seriously! That’s super cool. Look forward to watching it. BTW: I heard you rocked the house at #SMS11
I think there are two ways to spot a social media expert. One, it’s someone that you want to follow everywhere – Twitter, Facebook, LinkedIn, etc. because you love how they do things with their audience engagement. Two, it’s someone who, when they write about social media, you know that you’d be crazy not to take it to heart and find ways to adapt their tips into your strategy because you feel that they are legit, valuable, and definitely going to help you see results in a way that isn’t going to make you feel like you’re doing something you shouldn’t be.
That’s a great way to put it Kristi. And guess what – you are exactly the type of person that I keep at the top of the the social media speed dial.
I too love this – when you tell someone “Your social media expert should walk the talk” it just doesn’t mean as much as “Your social media expert should be someone who is so good at doing social that you want to see everything they do!”
Fantastic rundown, Stan. There are experts in EVERY field, including social media. You’re right on to say so.
As you mentioned, the mark of an expert in this area (and most fields) is curiosity. True experts know how to evolve and adapt to the ever-changing marketplace. I also love the phrase social scientist. Although you have to have a healthy dose of strategy, you also have to be willing to test, try, tweak and fail.
This is a great list to follow for anyone looking to hire a social media expert!
Thanks a bunch Laura. I totally think that curiosity is underrated. I’m surprised by how many people don’t really have the drive to dig deeper. I wonder if it’s because we are so overwhelmed by the information firehose. Or, if we feel that the info is just a google search away so we don’t go digging anymore. Guess that’s fodder for another post…
Perhaps I place such an importance on curiosity because my degree is in journalism! It’s natural for me to ask questions. I think successful people have to be curious.
You’re right, Google is just a click away. I guess maybe some people stop looking after the first page of entries, but if you’re really willing to dig around, you can find some neat stuff! I could spend hours on research!
Let me know if you do that second post. I’d love it!
Stanford, I particularly appreciate the comment about how introvert/extravert doesn’t matter. I’m really tired of these posts that suggest profiling people by their MBTI to determine their role in the social media ecosphere.
Me too Jenn. I am a pure-blood introvert. It’s mentally exhausting to read email. So I had to cut my fellow INFJs a break.
Bless you for that!
INTP here….I surround myself with INFJs. You guys are great!
Just because us extroverts flourish offline, doesn’t mean we rock it all the time online.
this is a solid point Stanford has made Jenn in his post. People need to understand 100 tweets don’t matter if you can’t connect with few of them.
You know what CK Burgess just tweeted, Prasant…”people ask me, ‘how many pieces of content should I create?’ and I say ‘just one…that really connects with people.” (rephrase).
yup Jenn
what matters is not the number but the message and is it useful for people(doesn’t wht ever is the medium) 
Suggesting social media experts be ACCOUNTABLE for results.
YOU SIR are a forward thinker!
Huzzah!
I had to say it. Not really worth getting someone who just likes to tweet and pat themselves on the back for getting @mentions.
Stanford, I LOVED this post. I’ve been saying there are social media experts for a couple years now. The problem is people are usually just parroting the first claim someone made a few years ago, or they pull the Malcolm Gladwell 10,000 hour argument (which they’re not even quoting correctly).
I’ve found that most social media expert haters are too young to be experienced enough to be an expert, are not that good and so want to hide their ineptitude, or they are experts, but they don’t want a crowded field, so they try to paint everyone with the same “no one is good enough…except me” brush.
This article is a good companion to your recent post, Erik. Stanford, thanks for these great points. I look forward to sharing your thoughts.