Upotreba društvenih medija nije stručnjak

geek-and-poke.pngIpak, danas sam ponovo pozvan na pregršt događaja - lično i putem webinara - kako bih se izložio a stručnjak za društvene medije i njihovo zauzimanje za marketing na društvenim mrežama. Dok pregledam njihove profile, njihove LinkedIn informacije, njihove web stranice i njihove blogove, ne nalazim značajne informacije koje potkrepljuju pretpostavku da su stručnjaci za društvene medije.

društvenih medija stručnjak? Stvarno? Možda imaju desetine hiljada sljedbenika na Twitteru, stotine komentara na svoje Facebook zid i članstvo u desetak mreža. Možda zato što su šarlatan, morski pas ili štreber.

Šta bih svrstao u društvene mreže stručnjak? Obožavam listu Petera Shankmana kvalifikacije i diskvalifikacije za stručnjake za društvene medije. Dodao bih - da ako se to odnosi na posao - želio bih vidjeti a dugačka lista mjerljivih rezultate i reference u raznim kompanijama i strategijama.

Da li se klasifikujem kao stručnjak? Razumijem - ali ne zato što tvrdim da sve razumijem. Ovo je mladi medij i mijenja se svakodnevno. To mijenja poslovno ponašanje. Mijenja ponašanje potrošača. Moja decenija iskustva koja se razvila iz direktnog marketinga i marketinga baza podataka, marketinga putem e-pošte itd. Omogućila mi je da prirodno evoluiram u svoj trenutni status.

Ne tvrdim da sam stručnjak zbog svog poznavanja društvenih medija ... tvrdim da sam stručnjak zbog posla koji sam obavio za velike i male kompanije kako bi razvile svoje poslovanje, zadržale i povećale prodaju kupaca i smanjile pozive korisničke službe za efikasno korišćenje društvenih medija.

Da li se tvrdim da sam stručnjak zbog posla koji trenutno radim?

  • dok Potpredsjednik blogovske platforme, pomogli smo desetinama preduzeća da razviju svoje društvene medije i strategije pretraživanja kako bi podstakli ulazne marketinške napore.
  • Posjedujem uspješnog Agencija za nove medije sa solidnom istorijom pomaganja kompanijama u razvoju i izvršavanju njihovih socijalnih strategija.
  • Alati za integraciju i automatizaciju koje sam razvio u Blogging, E-mail, video i mobilni prostor dostigli su desetine hiljada kompanija.
  • The 2 socijalne Mreže Pomogao sam pokrenuti i nastaviti pomagati u trčanju.
  • Moj vlastiti blog koji traje pet i više godina (i još nekoliko na drugim platformama) govoreći o društvenim mrežama i marketinškoj tehnologiji.

NE! Ništa od ovoga me ne kvalifikuje za stručnjak.

Ja se nazivam stručnjakom iz tri razloga:

  1. Tvrtke traže stručnjaci, ne gurui i štreberi.
  2. Ako se nazovem stručnjakom, držim se višeg standarda i očekujem od kompanije koju moram ispuniti.
  3. Uklapam se u definiciju:

Stručnjak je neko široko prepoznat kao pouzdan izvor tehnike ili vještine čiji vršnjaci ili javnost u određenoj dobro prepoznatljivoj domeni daju ovlasti i status svojim kolegama ili javnosti za određivanje ispravnog, pravednog ili mudrog odlučivanja. Općenito, stručnjak je osoba sa širokim znanjem ili sposobnošću u određenom području studija.

Jesam li pametniji od ostalih ljudi vani? Nope.
Znam li sve o društvenim mrežama? Naravno da ne.
Da li se drugi stručnjaci uvijek slažu sa mnom? Nema šanse!
Da li je sav moj rad bio uspješan? Ne - ali mnogo toga ima.

Vjerujem da sam imao izvanredne sposobnosti za analizu poslovnih procesa, marketinških medija i određivanje kako tehnologija može premostiti jaz. Ne znam lagati klijente i recite im da moraju biti dio društvenih mreža ako žele preživjeti. Ipak dijelim s njima mnoge uspjehe! To je medij u koji osobno vjerujem i nadam se masovnom usvajanju - ne zato što njime mogu manipulisati loši poslovi - već zato što ga mogu iskoristiti velika preduzeća.

Vjerujem da društveni mediji povezuju tvrtke s potencijalnim klijentima, grade poboljšane odnose između kupaca i kompanija, tjeraju kompanije na poboljšanje korisničkih usluga, grade transparentnost i potiču vođstvo misli, poduzetnički talenat i evoluciju ... sve izvrsno za posao.

I to je, prijatelji moji stručnjak mišljenje.

PS: Siguran sam da ako se vratite dovoljno daleko na mom blogu ili komentarima na drugim blogovima, da sam rastrgao nekoliko ljudi koji su se samoproklamirali o svojoj stručnosti. Sada ste na redu. 🙂

10 Komentari

  1. 1

    I find it interesting that in two different blogs I read the value of 'expert' is debatable. In two posts I read earlier it was implied to ignore (and subsequently not hire) anybody that uses the term 'expert' as part of their qualifications, yet you turnaround and cite one of the same blog articles as a reason to call you an expert, and after citing the article imply that you are an expert. So which is it? Do I trust you because you consider yourself an expert and cite Shankman, or do I ignore everything you say from here on out because you consider yourself an expert and cite Shankman? Don't get me wrong, I appreciate everything you've accomplished, and I follow your blog so I obviously find value in what you state… but contradiction like this is why my clients are so confused.

    • 2

      Hi Robert! I totally admit to the contradiction – even hypocrisy – on my part in this post. I do refer to the other posts because I'd like the conversation to continue with different perspectives. In the past, I avoided the word 'expert'. As I continue to do more work in the field, though, I'm seeing more and more people use the title 'social media expert'.

      I find myself at a point in my career where I'm concerned that businesses are getting duped by self-proclaimed 'experts' but businesses continue to seek them out. Do I continue to watch business go to people with no experience or 'expertise'? Or – do I announce myself an expert, prove my worth, and get that business?

      I'm going to call myself an expert from here on out because of the business advantages. As well – I appreciate you and my other readers holding me to a higher standard!

      Thanks – I really do appreciate the comment!
      Doug

  2. 3

    I agree with you Douglas. It takes years of experience with favourable output (including one's failures, we only count how one has risen after such failure that's why it still is favourable) to be called an expert. Having thousands of followers on Twitter does not make one.

  3. 4

    Zdravo Doug,

    In no other discipline have I seen this much debate over who is an expert, who is not and what makes up the criteria of attaining expert status. I understand the concern as I too, have seen many people call themselves social media experts but do not have the marketing expertise to go along with it. They know the tools, but it doesn't make them an expert at marketing using social media as the channel.

    I have been a marketer for more years than I care to admit, and have learned the marketing discipline across all channels, using all types of tactics, from strategy to execution. Adding social media as another channel for marketing is a natural progression and is one, unfortunately a lot of marketers have ignored until recently when they realized that they better figure this stuff out.

    But the only people who can proclaim you an expert are your clients and customers. They are the proof that validates the term.

  4. 5

    Zdravo Doug,

    I agree with your comments wholeheartedly, the term "expert" is applied way to easily. I'm aware of a number of people who market themselves as experts in social media and yet steal other writers ideas and strategies and call them their own. I'm in the process right now of creating and building a social strategy for one of the countries largest real estate groups and that has been a real eye opener for me. I agree with Deborah in her comments, that only clients and customers can crown you with the expert tag. I'm still learning a hell of a lot and I'm by no means an expert, but I'm working on it. Great article

  5. 6

    Grrrrrrrrrrrrrrr.. Why do we even have to declare experts – I don't get the whole debate. Bantering and discussing it takes away from the energy in life. Is it really a worthwhile use of energy?

    • 7

      Patrick,

      I tend to agree with you. I always feel strange self-promoting myself with a title like 'expert'. However, the fact is that businesses are looking for 'experts' and it's only the ones who are using the title that will be found.

      Živjeli!
      Doug

  6. 8

    In knowing you and working with you on a variety of projects, I can say I wholeheartedly support your referring to yourself as an expert. As you stated, the title comes from your successes as well as your failures as was stated by David in the first comment. It probably gets old with you, but I know that when I have a question about something related to technology and social media I'll get an answer based in experience, knowledge and trust. That's what I'd look for in an expert across any topic or industry.

  7. 9

    Doug, this is a fantastic post for a number of reasons.

    1. It’s direct and to the point: No B.S. I like skipping the appetizers and getting to the main course.
    2. It’s precise: Any geek can figure out how to tweak social media, but experts generate business (a.k.a. “the bottom line”).
    3. It’s honest: We’re exploring new frontiers here that are in flux and changing rapidly. The real experts are the ones who are confident yet humble enough to be honest and say, “I don’t know”, and then find the answer, in stead of pretending to know it all.

    Nice! Shared!

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