I think what needs to happen is that all three tools need to be combined. Ian’s test will determine whether you know what you’re talking about. Chris can help you figure out whether the so-called expert knows how they will fit into your business. The Twitter Grader can help measure your reach, although the exact number returned by the Grader is [almost] irrelevant.
…At the end of the day, however, it’s more about what you’ve done…
What makes a social media expert? It’s similar to the difference between an academic and a practitioner. There are many ways to measure the expertise of an academic in terms of how much they know about a subject. While you can apply the same tools and measures to a practitioner, they are much less relevant. What needs to be measured in that case is how their knowledge translates to real world action.
For social media expertise, your reach, the number of followers you have, and how long you’ve been involved are all important components to be examined. At the end of the day, however, it’s more about what you’ve done. Show me a campaign you ran (for example, tell me you were the creator of Barack Obama’s online media campaign). Tell me something about the challenges you faced and the solutions you came up with.
Yes, the success or failure of a campaign is hard to measure. But the experience of running a campaign is a simple Yes or No – you either have it, or you don’t.
Header Image thanks to FFFOUND!
6 Comments
This is a great article. I think the term Social Media expert is difficult to define precisely. You talk about reach but I don’t even think Twitter is the best tool to determine someone’s actual reach or influence. I mean I know of a ton of ways to increase my Twitter following without anyone even knowing who I am:) A person’s influence I think is based more on how much they have developed a following in ‘real’ life, be it through blogs, the media, online, etc.
And to be a Social Media expert, IMO you don’t necessarily even have to have a large social influence. Unless a business is hiring someone to be some sort of representative, there are other goals that a business could be looking for from a Social Media expert. For example, a business might be looking for lead generation or it might be looking to begin exploring different social networks. In those cases, you don’t have to be a Chris Brogran to qualify.
I think as you mentioned it does come down to the experience that you can demonstrate from your previous accomplishments and the goals that a business has in mind.
Thanks Zye! The article was focusing on Twitter in particular, but you’re absolutely correct – depending on what field you’re in will determine which venue is best for distributing your message. Influence is not a factor of how many people you can reach, but how many of the right type of person you can reach and have a positive impact on their decisions.
You summed it up nicely in closing: it’s all about experience and prior accomplishments.
It’s a good argument, and one I’m thinking about more and more. I’m a social media manager for @EngineCom. I also tweet @brynajones. I don’t consider myself an ‘expert’ because the field is too new, and the media is constantly changing. However, as much as I don’t label myself, my job is to be better at SM management than any of my competitors, and to take my clients and Engine Communications to new levels of professionalism and ROI in the field. Some of the real ‘experts’ are people like @jaybaer @thebrandbuilder @danzarilla @josh_greenburg and @BethHarte – people who take solid marketing tools, education, and research, and implement them into their SM use. They are the ones I look up to.
As you say, Bryna, it’s not about what you know, or who you work for, but what you DO that defines your expertise.
FWIW, I’ve been blogging since early 2001, been on Twitter since shortly after it launched in 2006, and have actively participated in more forms of social media and social networking environment than I can even recall.
I spoke at the first big business-focused conference on blogging/social media back in 2003, and at many other events since then.
I’ve designed and run numerous successful social media-driven campaigns, spanning a host of different platforms and purposes, and I now make my living almost exclusively through social media consulting.
I’ve been described by clients, colleagues and competitors as a “social media expert”. Personally, I can’t stand the term.
The day I start thinking of myself as an “expert” is the day you can officially put me out to grass; as that will mark the day I’ve stopped learning.
OK, I”m being snarky – I know. Point is, there are lots and lots of people who know how to do stuff in this space, but the self-described “experts” are often the ones you really want to avoid. Your main argument here is well made – judge by past results, not by claims of expertise. It’s what you’ve done that matters, not what you say you can do.
I’m just a social media lover…And a lover of social media peeps…