Category: Technology Author : Duncan Riley Posted: March 9, 2010
Tags : fail, marketing, social media, sydney
Back in August last year I wrote about my fears that we are facing a trust crisis in the social media space.
I’ve been disconnected from the United States since that time, so this post applies primarily to Australia. But given Australia’s ability to follow the trends out of the States, I’d bet that this might apply there as well.
In August, I wrote that “the label social media expert is being used by all and sundry just because they have used Twitter, or started a blog, or at the extreme, have a Facebook account.” I further discussed that this proliferation would in itself undermine social media because those that have no experience in the field would be preaching to those that want to know more, while those with the real experience were too busy using their knowledge to make a non-speaking living.
I’m sad to report that in March 2010, the crisis is here.
My first pointer was at the Media140 conference in Sydney in November 2009. I hold no grudge against the organizer, who I’ve since learned is fairly switched on. But she was compromised by the sponsors, and the speakers who she was forced to line up. I’ve never been as gobsmaked before to see speaker after speaker get up and say “I’ve been on Twitter for 6/12/18 mths because I was told to join by my boss/ someone told me I should join and this is my experience.” Apparently being on Twitter for 5 minutes gave these people the license to speak for 5-25 minutes on being a social media expert.
But that was November.
In March, the madness has become like an outbreak of the plague, particularly among the PR/ Marketing crowd, not only in Sydney, but mostly.
If you’ve gotten 200 followers for your corporate Twitter account in Sydney, and sent out 20 tweets, that’s now ample qualification that you are a social media expert.
I spoke to someone recently who works in IT but consults to some of Australia’s largest brands on social media; mostly from the tech/ implementation aspect. The stories he told me turned my hair grey…well, more grey. Companies that think less than 100 mentions in a month is a social media success, because their marketing/ PR ppl told them. Companies who are reluctant to tweet, but want to have a social media strategy without Twitter.
Australia is suffering from a major outbreak of social media experts, and it is and will damage the whole space.
The problem, as I wrote in August, comes back to trust. There is little to no trust in every man and his dog who uses twitter in PR/ Marketing claiming to be an expert. There is zero trust in those who have never really practiced in the space, or have only done so 5 minutes ago, preaching.
There are great, legitimate social media experts out there (and a shout out to Laurel who I’d defer to any day,) but many of the rest are essentially the unwashed swill who are going to ruin it for everyone else.
Can we change this though: probably not. It is always the case that those most successful practice, while those who can’t, preach. But my concern remains is that the advice given now isn’t just shallow, it’s bad. Not just bad, but damaging. Like in August, I offer no solution, because I don’t know what it is, but recognition of an issue should always be the start.
Image: Gaping Void
Mar 9, 2010
You would be correct in presuming it’s just as bad in the States. It’s a deluge of people who think they are experts because they have been involved with social media for the same length of time as the normal early adopters. Marketing is one thing, but everyone uses social media for different reasons. Companies that are just now waking up to the potential of free advertising and public interaction are still dangerously behind the curve from the rest of us (the masses). These are the companies getting the wool pulled over their eyes by the so-called experts, because they’ve been so out of touch with what normal people are doing for so long that they are receptive to bad advice.
Mar 9, 2010
Duncan, I guess as usual with marketing and advertising – it’s up to the clients to decide who they wish to hire to implement their social media strategy.
Obviously, an appreciation for the depth of strategy, diligence and the raw creative skills required and involved with utilizing social media networks effectively – will be of assistance in the clients educated and successful choice. As will a portfolio of previous work, statistics on hits, feedback, comments and interactions, conversions and sales, an increased number in followers and feeds, viral and cross platform multimedia user interest – ultimately, a demonstrated knowledge of the various social media outlets and their potential uses and strategy. All these things and more, can help a client make a smartly educated choice – as does, one would assume, standing up and talking about social media marketing strategy at an event, or writing a blog post on inquisitr.com
I’m sure you’ll agree, social media is still quite fresh, it’s potential huge and many people wish to play. Just because there was some incredibly inexperienced people acting as experts at some event in Melbourne, doesn’t mean that there isn’t highly capable practitioners available to implement successful social media strategy, as I think you have mentioned. Perhaps, also you say it has more to do with the events sponsor’s requirements. I suppose, someone has to pay the bill – they paid for the event.
It totally sux when people do shoddy work and even worse when shoddy work is attempted to be passed off as good work but I suggest it has always been thus with advertising, pr and marketing and with the media all over.
Realistically, I don’t think inexperienced players and bad campaign strategy is going to ruin social media marketing and it’s huge potential.
Trust will always be important, as will truth, for great work. The devil is in the details, it’s a “cause and effect thing,” a “does the means justify the ends thing.”
The social media environment changes fast. People need to stay on their toes and adapt intelligently with the changes – for example – how does someone have any skills at using google buzz? It only came out two weeks ago. Previous marketing and advertising experience potentially helps a practitioner function successfully – but yes – there’s loads to know about social media – it’s great people want to get involved with it, discuss it, even preach thoughtless bulldust about it.
One needs to find their own market and client base.
How else is it suppose to work? (Now that’s a great blog post!)
I have some internet social media campaigns to get back to today, this site has a word limit and I may be starting to preach. Mine is a careful, thoughtful, realistic, yet humble approach.
See you again online soon!
Warm regards,
Chris.
http://copywritingpublicrelationsadvertisingmarketingsydney.com/2008/10/03/56-social-media-websites-every-business-needs-to-be-on/