| As we all watch the mass adoption of social media | | | | to beware!" There are some amazing companies and |
| increase, there are a few unsettling trends that I | | | | consultants out there, and they have ended up in this |
| witness daily. I guess that these are to be expected | | | | industry in a variety of ways. There are a ton of |
| with any upcoming industry, but this is a bit different. | | | | people that might be familiar with social media, but |
| I guess that because the rise of social media | | | | don't have the time and expertise to understand and |
| happened in a very compressed timeframe and | | | | implement an advanced strategy. I recently was |
| because it started with a much younger generation, | | | | involved in a proposal where my three competitors |
| most corporate executives are feeling a bit "out of | | | | were an ex-PR person who had never activated a |
| the loop." I work with executives regularly who | | | | social media plan, a 24 year old who spent two years |
| whisper, "Can you just tell me in plain English what IS | | | | blogging and traveling and a website design shop. This |
| social media exactly?" They are truly feeling that | | | | would seem laughable if it wasn't true. To avoid this |
| they don't know what they don't know. | | | | Guru-ization, here are three questions that can help |
| This is totally understandable and frankly, not | | | | sort the sheep from the goats. |
| uncommon. However, here are three trends that | | | | Questions for any social media expert: |
| should be avoided: Millenial Power, Technoholism, and | | | | 1. How did you end up in social media - We all have |
| Global Guru-ization. | | | | stories and they have to make sense. Listen for |
| 1. Millennial Power - Companies large and small are | | | | specific environments that would lend themselves to |
| putting their social media efforts in the hands of low | | | | providing a deep understanding and experience in |
| to mid level employees because they are young and | | | | strategic planning and implementation. |
| familiar with how to use it. This is one of the worst | | | | 2. Give me an example of a specific client and how |
| trends right now. Just because someone has a lot of | | | | your strategic recommendations help them achieve |
| followers and tweets, doesn't make them a Twitter | | | | their desired outcome - Make sure that you listen for |
| expert. For example, I churn out about 1000 emails a | | | | the actual metrics and how they related to the |
| week but that doesn't make me an email marketing | | | | objectives of the program. For example, just having |
| strategist. Doing the tasks and managing the tactics | | | | created a viral video that over 200,000 people clicked |
| is not the most important part. Designing a successful | | | | on, doesn't really mean anything. What was the |
| strategy that accomplishes the goals of the | | | | company trying to achieve? How did they connect |
| organization is first and foremost. The higher level | | | | with the right 200,000 people? What were the |
| executives know and understand their company's | | | | expectations or predictions before the activation? |
| strategic plan and should work with experts that can | | | | You know how you evaluate any other |
| translate that strategy to initiatives. | | | | strategist...just apply the same principles here. |
| 2. Technoholism - This is the act of falling in love with | | | | 3. Explain the difference between personal and B2B |
| the technology involved without understanding the | | | | or corporate social media marketing - This one is a |
| overall strategy first. It certainly relates to the trend | | | | little more esoteric, but it will tell you a lot. Social |
| above but it is another big mistake. As companies are | | | | media in the personal world is an entirely different |
| trying to grasp how to integrate social media into | | | | animal. Anyone that tries to convince you that it is |
| their marketing mix, too often I see companies jump | | | | the same doesn't truly understand the medium. Being |
| in and create a Facebook page or Twitter account | | | | able to easily and succinctly describe how a business |
| without having any idea what they are trying to | | | | focused social media plan is unique is a critical quality |
| accomplish or how they are going to measure it. | | | | in any consultant or expert. I believe that 2010 is the |
| Remember, it might be free to create an account, | | | | year that we will see amazing specialization in the |
| but once it is launched, you have to maintain it... and | | | | B2B use of social media. It is developing and being |
| that won't be free at all! There are a lot of great | | | | refined at a blistering pace. Finding the right people to |
| tools but they are all designed to resonate with | | | | help your organization and using your time tested |
| different audiences and achieve different results. | | | | strategic processes will help guide your organization |
| 3. Global Guru-ization - Like any "hot" industry, people | | | | to productive and successful use of these wonderful |
| of all ages and backgrounds are flocking to social | | | | communication tools. |
| media. It is more important than ever for the "Buyer | | | | |