With all the buzz about Social Media these days it’s no wonder people all over the place are claiming to be Social Media Experts. Some deserve the title even if they shun it, guys like Chris Brogan, Giovanni Galluci or Peter Shankman. The differentiator for all of these guys is credibility and the ability to demonstrate results, even if they get to them in very different ways. So how do you know who really is a social media expert and who is just riding the wave?
To begin with it’s important to understand that there is room out there for more than a few Social Media Experts and not everyone who is a Social Media Expert will be a big name. So, if I was interested in hiring someone for social media here are some things I would look for, in no particular order:
- Track Record: Not everyone will have deep track record (yet) since Social Media as we know it is still emerging but it’s been around long enough that your Social Media Expert should have some demonstrable experience and results.
- I would want them to be able to clearly show an understanding that Social Media does not exist in a bubble. It isn’t the sales and marketing cycle, it’s a part of it. Social Media should work in concert with your other online efforts like SEO/SEM, email marketing and so on.
- I would also want someone who things strategically, not just tactically. If a social media person doesn’t get the big picture of what they are doing they really don’t get it to begin with. We could train a monkey to tweet, but doing so with broader understanding of how what is said, when it is said, how it is said can make all of the difference.
- How does your expert measure success? While I would agree that social media exists to influence the sale, not necessarily make the sale, the results of social media efforts should still have a measurable impact.
- Does your expert know how to talk a lot but not listen well? Any true social media expert will tell you without hesitation that listening is as important, and is often a predecessor to speaking (tweeting, posting, …). If they dont’ get the listening part, you’re building a house without a foundation.
- Do they know how to interacact with people well outside of social media channels? Pay attention to how the interact with blogger’s, as commenter’s and in person. If they’re someone you’d like to sit down and enjoy a beer with you’re off to a good start. Your personality get’s noticed on social media channels.
On a more tactical level they should understand the technical, at least at a rudimentary level things like:
- How to install, configure and get a blog started.
- Which plugins to use and how to write well optimized, readable content.
- They should have several of their own social network accounts and be easily findable on them.
- They should understand the tools of the trade, even if they don’t always use them.
Finally, there are some skills that you might be a little hard pressed to find in a social media expert but are worth keeping your eyes open for.
- Do they have a fundamental understanding of risk management? More importantly, do you?
- Does your social media expert understand frameworks, methodologies and processes?
- Does your social media expert bring creative ideas to the table or can they at least creatively apply what others have done to your context?
While this is by not means comprehensive, hopefully it provides a little guidance beyond asking for case studies and analytics (also good but not the end all be all). Finally, if you do nothing else, perform a little due dilligence and see what your new expert does them-self, what they blog about, tweet about, how they use Facebook, YouTube and other channels. Go surf them and see what you find. In all likelihood you’ll find a combination of personal and professional. Don’t let the personal distract you (they are entitled to have a life too) so it shouldn’t be all professional, this is “social” media afterall but if every other tweet includes the word “hangover” you might be barking up the wrong tree.
What did I miss? What would you look for in a Social Media Expert?
About Scott Ellis
