Social media wolves in sheeps clothing

Friday, 29 January 2010 12:56

'Social Media Guru' is the latest cool job to have.

Posts and articles are starting to crop up all over the web, to help people avoid the sharks.   So, how do you know if you can trust the web/marketing/comms person standing in front of you with your social media communications?

It's up to you, and if you already have a trusted relationship with that person, then by all means carry on.  But if you get someone doing any of the behaviours listed below, you should ask yourself if what they are offering is for you.

Signs that a social media guru is a wolf in sheep's clothing.

• They tell you that you have to be on Twitter, Facebook, YouTube, Myspace or other.
• They use social media networks to promote "stuff" so they talk at, rather than to, people. 
• They don't share anything unique, useful or insightful
• On the other hand they only use social networks to talk about their weekend, their friends, the weather and gossip
• They tell you that you just need to focus on getting thousands of fans and followers
• They don't know how social networks can be used to have a conversation with customers - or why you'd even want to
• They can't tell you how social media might form part of a larger corporate communications or customer service plan
• They don't believe in helping you develop internal capability to manage your use of social media, and/or that it the sole dominion of PR or marketing
• They insist you have blog, even when you tell them you don't have writing skills and don't have the time
• Their offering is a large monthly fee for set number of blog posts, facebook status updates or tweets - and they will pretend to be you while they do it.
• They tell you it's free.  Many of the tools might be, but it takes time and expertise which translates to money
• Will guarantee results without any prior experience or track record that demonstrates real results
• They tell you return on social media investment can't be measured in real terms
• Say they are a guru because they know how to use the tools

Essentee are not social media "gurus" but we have been online for a long time. The use of internet technology and networks to form communities of interest and have conversations have also been around a long time and we've seen them evolve. 

Social media has a high profile now because:

• Let's face it, its because it's 'in'
• The large majority of people are now comfortable with using the web
• The tools have become (relatively) easy to use, and more focused on a core purpose
• Mobile devices and access to wi-fi hot-spots support the tendency to be 'always connected'
• People need new ways to market their business or cause
• It can be very effective and businesses are looking to leverage something that works

We recommend that you have some kind of social media strategy or plan.  Even if you decide that for now it's of minimal value and you aren't going to be or can't be that active, at least that's a plan.  Of course, we are available to work with you to develop that plan!