I was disturbed last week when one person referred to me as a social media expert and then on the same day someone else seemed to imply that I thought I was. Neither person was right but then again perception is everything!
This got me thinking a bit about the nature of expertise……
Five habits of a highly un-effective “Social Media Expert”
1) Bandwagon jumping
2) Link baiting
3) Using sound bites from the same small pool of source material (Clay Shirky should charge royalities!)
4) Applying generalisations and offering shallow advice to people they know aren’t listening
5) Pouring self righteous scorn on anyone “naïve” enough to call themselves a “Social Media Expert” while secretly hoping others will think that they are one themselves
Five habits to use your expertise to be highly effective with Social Media
1) Understanding that the tools are only tools but also realising that only way to know how to use them is to practise
2) Listening carefully to work out what your client’s needs actually are and understanding the nuances of their unique situation
3) Knowing that social media generalisations are just that
4) Being accountable and prepared to be wrong at the same time
5) Adding value not by being an expert in the tools (e.g. Twitter) but by being an expert in your area of the market (e.g. recruitment)
I’ll certainly be trying to stick to the second list in the future!
How many from each list apply to you and what have I missed?
July 14th, 2009 at 9:45 am
I find the common mistake is for people to concentrate too much on trying to use social media to market their site when their site doesn’t really have anything to offer.
There is little point getting a million page impressions if your site has no value and to relevance to the social traffic that comes over.
If a site is good it will naturally do well in “social media” sites, you won’t need to push it. Let the site, product, content etc speak for itself
July 14th, 2009 at 10:11 am
nice list Matt – i have certainly been guilty of some examples from both sections!
I think the point about being comfortable in having a well thought out logical opinion that may prove to be 100% wrong is a good habit to get into. Closed minds dont work and think our natural state socially politically etc is to get a view and stick to it.
July 14th, 2009 at 10:17 am
Liked the post here Matt. I’ve been using Twitter for a while now and have to admit to having fallen foul of most of the first 5 habits.
Coming into the Twitter community initially I went through the usual look and listen period before trying to participate. It took me a while to come across authentic and effective users and to realise I’ve been getting lots of things wrong.
Many more mistakes lie ahead but I think I’m beginning to get the idea. I think its important to stop worrying about the fact there is no manual or set of instructions (and to not try and prescribe one to everyone else) and, like you say, learn to apply the tools as they fit to you.
July 14th, 2009 at 10:30 am
I like both lists and think that the most important point for everyone is the knowing you market and being able to apply the tools to that market. There is much noise on the power of the media and not much application that proves this in the harsh world of ROI to business owners. The truth in my opinion is that it is a state of mind and culture not a quick win, those who invest a little and keep it going will make the most from it.
July 14th, 2009 at 1:51 pm
The point about pouring scorn on ‘experts’ is an interesting one. I do this a lot, yet get invited to speak at lots of events about the experiences of the charity I work for which might make me seem like I am one after all. I’m not.
I resist the word ‘expert’ or ‘consultant’ applied to myself, because I’m really most qualified to give case studies (that’s what I do) and talk sense about customer service online – at least, I think it’s sense. That doesn’t make me able to form a coherent strategy for anyone outside my organisation – that’s a different skill entirely. I can contribute to one, of course, but…
I think the reason for pouring scorn is not because we all secretly want to be the loudest and most successful expert. It’s because we recognise the difference between a genuine expert and someone who’s just very good at making themselves famous but can’t actually give any sound advice or ideas to anyone else. The so-called experts drown out the real community builders and digital marketers we’d like to hear from. We pour scorn because they are not the people you bring up in point five of the second list – and that’s really what we’d all like to be.
July 14th, 2009 at 5:28 pm
@Alex I think you make a great point there
@Dom The being prepared to be wrong part reminds me of when we all first started working with the Internet. The pace of change has got quicker though so being wrong happens more regularly and more often!
@ Stuart and @Raymond I agree!
July 14th, 2009 at 9:57 pm
Really like these and must admit I still struggle with what is good and bad protocol.
Got hammered for use of term “industry experts” in relation to last career cast and in hindsight did over hype it, but on the respective topics discussed the panel where “experts” Real tough.
Commented on a site last week that I hate the whole concept of “social network gurus” the reason is my anarchist nature and that is “this way of living and to me it is that is in it’s infancy and in a funny way should be liberator” no elitism.
BUT being an expert on a channel (recruitment) nothing wrong with that. We make our living that way, everyone has some expertise BUT in our somewhat competitive industry the “green eyed monster” gets the better of us.
Finally agree with Doms point, rate of change is frightening and I struggle to keep up.
Great contribution on the careers cast, cheers, Keith
July 16th, 2009 at 8:49 am
Point 5 on the second list is a very good one. Some people confuse the medium and the technology with what it is supposed to communicate.