Social Media Experts?

Social Networking has become the communication medium for the 21^st century, social media the means for communicating. But so what?

Social Media – Talking With or Talking To?

First of all, it’s interesting to watch different approaches to using social media. Some people broadcast their message, talking to their intended audience. Others try to engage people in a two-way communication, talking with people. To a certain extent, it depends upon your objectives. A company announcing a product launch, update or recall may be able to get away with talking to their customers. Even then, a better strategy is to allow customers to respond, to feel that they are being listened to.

I’m confused at the number of people, some eminent “Social Media Experts” who post a blog and don’t reply to comments – that makes no sense to me and undermines the whole philosophy of Connect-Engage-Share (CES) which I believe underpins social media and networking.

Social Media Cults

Secondly, some Social Networks and many blogs have become cults, with a key player or players at the centre whose opinion is considered to be sacrosanct. Criticise them and you are quickly ostracised. This has nothing to do with social media or networking or CES but is merely an exercise in ego masturbation.

Social Media Expert?

Thirdly, contrary to the claims made in many on-line profiles, can anybody really be a social media expert? What does it even mean? To repeat what I’ve written above, social media is a tool for communication. I’d be very suspicious of anyone who described themselves as a communication expert – the field is so wide, there’s too much to learn to be able to qualify as an “expert”. “Specialist” I’d be prepared to accept but even then I’d be more comfortable if they were more specific about their field of social media specialism; networking, corporate strategy, or a specific platform, for example. Further, social media “expert” and perhaps even “specialist” should be  titles bestowed by others, not taken for oneself.

Personal Branding

Finally, for now anyway, an issue that has become closely connected with social media and social networking – the concept of personal branding. I used to be confident that I understood what this means, now I’m not so sure. Or more specifically, I’m not certain where the boundaries are. A couple of questions to clarify the reasons for my uncertainty. Firstly, what if you are your brand? For a sole trader SME, is there any distinction to be made between the person’s brand and their business’s brand?

Secondly, a bigger SME, with for example 3 founder directors. Where is the dividing line between their individual brand images and their business’s? No matter how well suited they are to working together, their personal brands will inevitably show some differences. How should that be accommodated within their combined brand? How do you decide where compromises and concessions should be made?

As I’ve written above, even if it is possible to be an expert, this should be a title others give us, not one we assume for ourselves.Nor do I believe that it’s appropriate to call yourself a “social media expert”, for all of the reasons I’ve written about above.

The Genuine Social Media Experts

To find some genuine experts, read about the key people in my favourite social media blogs.

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