April 4, 2009

The horns of the “social media expert” dilemma

Skelliewag correctly observes that the concept of “social media expert” is silly in the first place.

Most people are looking for an expert to solve a very specific problem. Some examples from within social media:

  • They want to learn how to create content that compels Digg users to vote, which will in turn bring them more pageviews and ad revenue.
  • They want to use Twitter to build a bigger profile in their field.
  • They want to create a blog that turns readers into customers.

Who are they going to hire, all things being equal?

  • The expert in creating and marketing Diggable content for pageviews, or the ’social media expert’?
  • The expert in creating super-accounts on Twitter, or the ’social media expert’?
  • The expert in business blogging for conversions, or the ’social media expert’?

On the other hand, people with such narrow expertise are (in most cases properly) pigeon-holed as low-level tacticians.  As I recently noted, social media should not be done in some kind of silo, let alone in a whole collection of silos.

Only the largest or most aggressive consumer marketing organizations will be able to afford and make proper use of the range of expertise Skelliewag suggests.


One Response to “The horns of the “social media expert” dilemma”

  1. Sarah Dopp re social media expertise | Strategic Messaging on May 27th, 2009 1:59 am

    […] I’ve previously noted, the concept of “social media expert” is problematic at best. Still, people are constantly trying to figure it out, because … well, because they want to […]

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