Just When You Thought It Was Safe to Call Yourself a Social Media Consultant
April 21st, 2011 @ Paul Chaney
Social media has jumped the shark. That’s the belief of Ducttape Marketing’s John Jantsch. In a recent post, The Social Media Party is Over, John makes this observation:
So finally it has dawned on increasing numbers that social media is no longer a separate practice, but is indeed an expected marketing behavior and, while there are definitely cases where creative tactical implementation can benefit from marketers that understand where the newer media land minds exist, the need for a social media expert to create a “LIke” campaign is probably over.
John concludes the post with this declaration: “So yea the party is just getting started, it’s just that it has moved back to the marketing department.”
Add to that what Red Head Writing’s Erika Napoletano had to say – “So, if you’re a ‘social media consultant,’ I hope you’re looking for a new job. Because the bottom is about to fall out of your market.” - and you get the impression social media consulting as a niche discipline is about to go the way of the albatross.
She added, “Social media is a component of a comprehensive marketing strategy, not a stand-alone panacea.”
I’ve heard the same refrain echoed by a number of marketing folks — don’t think of social media as an exclusive marketing strategy, but as one layer of an integrated marketing approach. Which leads me to wonder, if it’s true that social media marketing as a niche is giving way to an integrated approach, how does a one-person operation such as mine cover all the bases?
For the longest, I’ve been referring to myself as an “Internet marketing consultant,” not just social media consultant precisely because I did not want to niche myself too tightly. Still, I believed there was room for agencies, small businesses and non-profits to reach out to someone with a refined skill set from an outsourced perspective. Perhaps that’s changing.
I guess the silver lining is that social media is not going away, though the profession may be. I wonder what the Jay Baer’s, Jason Falls‘, and Mack Collier’s of the world might have to say. They are all well-known social media marketing consultants. Does this apply to them, or just to the “laptop-and-a-lunch hucksters” Erika referred to in her post?
Is there also a trickle-down effect from consultants to outsourced social media managers such as Kate Buck Jr? Do we all need to be dusting off our resumes in search of some job that has social media in the description, but not in the title?
What does the future hold for those of us who have placed much of our emphasis on social media? Anyone have a crystal ball handy?
PS: It was only a few years ago – December 2006 to be exact – that I asked the question in a post at Business Blog Consulting, Just What is a Social Media Consultant anyway? The term was just emerging then. Talk about a short-lived profession!
Comments
Category : Social Media Consulting
Becky Cortino
1 year ago
Great post, Paul. I agree with the call, although to some extent, I predict seeing meaningful collaborations with Social Media Consultants/Experts and others in the Marketing-Communications venue.
Personally, I’ve always viewed Social Media as but one of many tools to be used in an effective communications plan. It quickly proved itself as such, and not a ‘stand-alone’ marketing strategy.
While few in number, I believe true experts in Social Media with exceptional first knowledge of platforms and efficient usage, are/will be a competitive advantage to any savvy marketing campaign, agency or consultancy willing to add them to their team.
Marie A
1 year ago
The names change but the function remains the same.
Management consultants haven’t disappeared despite the pervasive existence of management.
I imagine that for large companies, social media will ultimately be handled much the same way “regular” advertising and marketing is handled: Both in-house and by outside agencies (perhaps folded into advertising agencies).
But there will be a long period of adjustment there and there is still huge untapped potential for growth and advice based on the diverse ways that consumers use (and don’t use) social media.
I suspect you’re OK for now, Paul!
Yvonne DiVita
1 year ago
Personally, I think ‘marketing’ has a long way to go before they really understand social media and social currency. My experience as a consultant and co-founder of a growing blog community that is attracting a lot of attention, shows that there is still a lot of misunderstanding out there. Marketing departments need consultants more than individual companies. This isn’t a case of learning how to use email (although many could use a class in that, also), it isn’t a case of learning how to use ‘the cloud’, and it isn’t about how to create a Facebook page or a blog.
It’s about doing business with real people and allowing them to engage. Few companies today get that. They may relegate it to marketing, but marketing is more concerned with pazazz and glitz and creating campaigns that get eyeballs – not campaigns that engage consumers. Engagement isn’t as easy as it sounds.
If it was, everyone would be doing it – and doing it well. As it stands, a lot are doing it and doing it badly. IMBO (in my brazen opinion)
Ryan Critchett
10 months ago
I agree completely with this, Yvonne. Few companies really get it. It will be interesting over the next few years to see what happens when people start coming around.
Paul Chaney
1 year ago
Becky, Marie, Yvonne, thanks for adding your keen insights. There is wisdom in what you say and it adds balance to my “sky is falling” observations. I appreciate it.
Erika Napoletano
1 year ago
You know, I was lucky enough to catch me some Gary Vaynerchuck last night here in Denver. He reinforced something that I’ve believed in for a long time: the social media consultant is dead. Marketing strategists? That’s the future. If you’re not looking at a client’s needs from the perspective of more than just a Twitter account, you’re missing the boat. Those are the people I predict need to look for another gig. They’re the realtors of the real estate boom – ride the easy wave, make a buck, and they’ll go back to being hairdressers when the market plummets.
And Yvonne – be brazen. It’s brazen brand that stand a chance in our current marketing climate. And if you’re not doing business in the current climate, where the hell are you doing it (and why for)? (A quote direct from Gary, “Execute in the reality of the marketplace.”) If your reality is telling people that they can get ROI from a $69 laptop and a lunch workshop, you’re reality is pretty crappy and I’ll wait with popcorn and a soda till it comes to bite you in the behind.
Carry on smartly
Paul Chaney
1 year ago
Erika, I <3 the hairdresser turned Realtor turned hairdresser riff. I know someone who did just that!
You refer to marketplace as if it’s just one thing? Aren’t there marketplaces? I don’t see that there is a “one size fits all.” And, if there are pervasive characteristics, it’s that people are skeptical of advertising, they retain a greater degree of control over how the brand is perceived (word of mouth and all that), and that they demand brand engagement, all of which bodes well for social media to play a principle role.
But, I also <3 what you’re saying about taking a more comprehensive approach. My issue is, as a one-person shop, I can’t do everything, so I’ve niched myself to try to do a few things well, one of which is social media.
I guess the itch I just can’t seem to quite scratch is — there are email marketing consultants, search engine optimization consultants, web analytics consultants, management consultants, on and on. Logic follows that there may also be room for social media consultants.
Yes, I’m prejudiced, but I don’t wish to operate with rose colored glasses either. I want to make a thorough assessment of the marketplace(s) I serve – small agences, small business, non-profits – and try to be to them what they need. That’s my reality.
Thanks for weighing in and for writing what is a real clarion call post.
Ken Mueller
1 year ago
I think part of the problem is the thinking that a Social Media consultant is someone who just thinks about Twitter accounts. I’m like Paul. I’m one person with skills and knowledge in certain areas. I also work in the small business world who have very different expectations than corporations. I’m not worried about losing work because I’m turning work away.
Yes, there are a lot of people who are bottom feeding. the people who get paid to tweet for their clients a few times a week, and they pile up the clients. I don’t do that.
One thing the marketing world has shown us is that there is plenty of room for niche work. We have advertising specialists, PR specialists, design specialists, etc. And we can all work together. I actually find that the full-service marketing agencies I’ve dealt with are woefully unprepared for dealing with Social Media because they are so tied to what they’ve done in the past, and they merely add social media as an offering for their clients because their clients want it, but the agency doesn’t know what they are doing.
Having said that, while I promote myself as a social media specialist, I’m really much more. Someone recently pointed out that I’m a communication specialist, with a lot of focus on social media and blogging strategies.
Nothing wrong with niches!
Paul Chaney
1 year ago
Well said, Ken. In no way am I being critical of Erika’s comments or post, but I do think you and I (and many others) live in different worlds than many of our social media colleagues. We are very SMB in orientation and I’d like to think that’s different than someone who deals with corporations. Also, we serve areas in areas of the country where use of social media has not yet become as pervasive as in larger metro areas.
Michelle Hummel
1 year ago
Great article Paul! I think social media is so important now that when it comes to an integrated online marketing approach it will become a required skill set for all “internet marketers”.
In my opinion, defining yourself as a “social media expert” sets you apart from being in a general “internet marketer” category. Social media marketing is not easy – in fact it requires a very creative and empathetic mindset. It’s also an ever changing field that requires constant research to understand new applications that help you better connect with customers along with researching case studies to see how companies are truly engaging with their customers. In the news today I see Walmart and eBay both partnering up with social media focused ad agencies to help them grow their business. These are both innovative “social” thinking companies.
I also think “like” campaigns are here to stay. What I mean by “like” is the “heart” that social media has made possible. Giving us platforms to truly engage with our fans, giving them a voice to help us learn how to improve our business, being more of a “person” to a customer rather than a “logo”, learning what our customers really want by asking the right questions, giving back with “feel good” campaigns of free offers and providing a platform for companies to truly connect with and send the exact messages they want to deliver.
I’ve been in the Internet Marketing field since 2002 and this is my second business. If I had the tools we have today with my first business to connect with my customers I can’t even imagine how much more successful I could have been. How I could of better handled customer service issues, invested my money in the best products, developed more relationships, built trust because they could see I was a “real” person not just a website and easily marketed my offers. Today “social media” as an option for my current business and has provided me an amazing platform to grow, learn and truly connect with my customers. At the end of the day you do business with people you “like” and this is why the “likes” are here to stay. Those companies that have read, understand and practice those techniques demonstrated by the Dale Carnegie book, “How To Win Friends and Influence People” will always stay ahead of their competition when it comes to social media marketing.
Paul Chaney
1 year ago
That’s quite an endorsement of social media marketing. You could be its spokesperson!
I love it that you take a very customer-centric focus. One argument I have is that marketers take an approach with social media that distills everything down to numbers on a spreadsheet. I think of social media as a very personable medium and that’s harder to measure. It’s easy to count the number of seeds in an apple, but who know how many apples there are in a seed.
I also love it that you referenced Dale Carnegie. In my training workshops, I say that his approach is one that bodes well for how to approach social media. If Dale were alive today, I’m betting he would have written “How to Win Friends and Influence People Using Facebook, Twitter and LinkedIn.”
Michelle Hummel
1 year ago
If Dale were alive today, I’m betting he would have written “How to Win Friends and Influence People Using Facebook, Twitter and LinkedIn.”
- So true
Mary Schmidt
1 year ago
Social media did jump the shark a while back…the poorly understood, badly implemented social media that is. Hey! Let’s slap up a Facebook page! People will flock! Uh. No. And all those instant self-anointed consultants jumped on the newest hot thing and gave a lot of really bad advice.
On the other hand, social media as a tool is still evolving. Not everyone needs to twitter. Not every company should have a Facebook page. It all comes back to understanding your market, your culture and your target customers. And that never goes out of style.
Here’s a reality check – by now “everyone” knows how to do email, don’t they? And who needs help setting up an effective web site? Why, those things have been around for years. Surely, they’ve jumped the shark?
Paul Chaney
1 year ago
I deal mainly with small businesses and I would say their conception of social media is very much focused on the tactical level. When I talk social media strategy, eyes glaze over. When I talk how to use Facebook, for example, everyone is on board.
I’ve learned to sort of “back into” the strategy part. In fact, I use this term – “stractical” – when talking about how to use social media. It may come down to tactics, but it still has to be approached strategically, just as you suggest.
Maria Reyes-McDavis
1 year ago
Ironically, those that called themselves “social media consultants” tend to be the ones that I find NOT to be legit. If they were, they would know better than to call themselves something that is related to an every evolving media platform… Love that you brought this up and are showcasing an honest discussion on topics that affect all of us who do offer intelligent services/consulting
You rock Paul.
Paul Chaney
1 year ago
Yikes! I use the term “social media consultant” in reference to myself. :-/ But, mostly, I refer to myself as Internet marketing consultant. It’s a general, adhoc term, but I really don’t know what to use in its place. I don’t only do social media, but email, SEO/PPC as well.
Caroline Golon
1 year ago
There will always be room for specialists. Most marketing people are generalists and turn to specialists to help them implement certain aspects of their strategies – media buyers to their ads, direct marketing folks to manage their email and DM campaigns, video production to create videos, PR to manage media relations and crisis communications, ad agencies to create kick butt advertising, etc. so why shouldn’t social media fall in the same type of “specialist” category?
I’m with Mary – good, thoughtful social media is still very much relevant and a critical part of today’s marketing mix. Those who understand it well, how it integrates with the myriad other marketing tactics available and what makes sense for each individual business’s marketing goals, can continue to fill this role.
Paul Chaney
1 year ago
Caroline, I believe that. I work with three agencies now from time-to-time. But, admittedly, there is a real tension to branch out more and become a generalist. Perhaps generalist with specialist tendencies. (Or, maybe I’m waaay overthinking all this too!)
sharoninavolvo
1 year ago
After Generalist or Specialist Species maybe–here are some new descriptions for you Paul: renaissance man, polymath, scanner… Or are all those a bit too ‘romantic’ sounding rather than inner techie?! Good Luck with keeping up with the Shifting Winds of Social Media…And just when I was considering all those continuing ed courses in regards to Social Media–now what?! Is even my Marketing degree any good any longer…Oh the confusion?! But I’ve enjoyed the convo here with all these bright folks – now I think Gary Vaynerchuck is not just about wine is he, after reading his name once again in your comments from Erika & may have to go read his “The Thank You Economy” book afterall?! After I read “Enchantment” by Guy Kawasaki or “Purple Cow” by Seth Godin or ?? – on & on that What to Read is Best list goes…I’m back to TMI?!
Paul Chaney
1 year ago
Sharon, I am a romantic at heart.
Too bad Adam and Eve ate from the wrong tree. We are in a perpetual states of gaining knowledge. Frankly, it kind of tires me out after a while!
Manch Kersee, Jr.
1 year ago
Paul great post! I have over 15 years in marketing and finance. My experience ranges from Direct Marketing to Product Management. I’ve worked for fortune 500 companies like Disney, Sprint and AT&T. So, with that said I can say that the traditional marketing departments won’t truly get Social Media Marketing without the niche consultants as yourself and others who specialize in this field.
The difference with Social Media Marketing compared to traditional marketing is that it takes relationship skills. And I’m not talking about the “used cars salesman” type of relationship. The up and coming generations of consumers see right through that farce. To be successful Social Media Marketing has has to be personal. It’s liken to Public Relations (PR) which the traditional marketing houses still see as the redheaded stepchild of Marketing.
Social Media will continue to grow and find its prominence in the marketing community. However, it is up to those individuals committed to the craft – Social Media Marketing – to make sure it grows to the level it should be with in the marketing discipline and not be relegated to the kiddie table and only speak when spoke too…
Paul Chaney
1 year ago
Thank you Manch for those insights. I am deeply committed to the craft and happy to meet like-minded individuals like you.
Julie Landry
1 year ago
In my experience, social media is as much an art as designing billboards. It takes a keen eye and intuitive knowledge to put pictures and words on a 10 x 3 foot sign and get your message across. I don’t think Social Media consultants will go away. I think they will become more specialized. I’ve seen effective campaigns and campaigns that have gone nowhere. A necessary skill? I think so. The more it becomes intwined in marketing, the greater the importance of skill. I’d loved to hear more focused ideas rather than generally how social media works. It’s still here and not about to go away. Let’s “specialize.”
Paul Chaney
1 year ago
Thanks for weighing in Julie. To your point, I just saw a book on social media marketing for musicians. Talk about specialized!
Kristine Wirth
1 year ago
True to form, I’ll throw my non-politically correct opinions in here.
There are two sides to this coin; the one side being that social marketing is no longer considered a “stand-alone product” and the other being “you’d better look for a new job because no one will want you any more.” *shudders at this line of thinking*
It always surprises me whenever someone who tends to be well-quoted says “Hey! This is dead!” – so therefore, it must be true, right?
I’ve never been one to just take what’s said at face value. Instead, I draw a lot of my opinions from true out-in-the-world-talking-with-people experience.
As a matter of fact, it is true that people truly don’t make the distinction between social media and online marketing. I talk with small businesses nearly every single day and can say for a fact that there is no separation. It’s all part-and-parcel of the same package. So yes, this part, I believe is true.
But does this mean that social media consulting is “dead” as a craft and everyone needs to start pounding the pavement? I certainly don’t believe so. And here’s why:
Let’s say you head into your doctor’s office and you say “Hey Doc, I’m having a problem with my foot. It’s hard to walk on and it’s all swollen.” The doctor, says “Well, let’s take a look and see what the problem is.” So they give it a once-over and decide that you actually need a podiatrist and not just a generalized family practitioner.
“But wait!” says the doctor. “I’m ALSO a podiatrist. See, I have that specialty listed on my wall!”
You then mention that lately you’ve been feeling a little stuffed up and your sinuses have been bothering you as well. So you mention this to your doctor. He (or she) takes a look and says “Yep, you definitely should go see an Ear, Nose and Throat doctor. But wait!” Says the doctor. “I have that specialty ALSO listed on my wall! So not only can I take care of your foot, I can also take care of your sinus problems!”
I know this sounds a little ridiculous but I wanted to make a point here. You wouldn’t expect your family doctor to also be your podiatrist and your ear, nose and throat specialist would you? Sure, they can have all of these specialties but we go to specialists for a reason; because they know more, study more, are more attuned to the conditions surrounding that specialty.
Once everything starts going in-house and everything gets thrown in together under one “title”, the overall outcome of the service will be greatly diluted.
I know SEO better than most. I also know Facebook but wouldn’t put my Facebook skills anywhere near the same category as my SEO skills and if I tried, I’d feel as if I were doing someone a great disservice without having a specialized consultant there to draw upon.
So in conclusion, no matter who says what I truly believe that I will always need to draw upon specialties of others; that is, if I want to give my clients the best service possible. Anything less is unacceptable.
Paul Chaney
1 year ago
Kristine, your comment inspired my James Taylor post. Thanks for the analogy.
Caroline Barry
1 year ago
Paul,
I’m constantly amazed at how many companies do not understand the social media space and how it fits into their overall marketing plan. Regardless of your title, I think the value you could bring to a client would be in educating them as to how to position themselves for success utilizing the many tools available.
You are The Social Media Handyman – sell your Tool Kit!
I’ve gone almost exclusively to strategy and training in my business, rather than implementation. The business model does not offer as much security as “owning” the client’s social media campaign, however it provides the opportunity to work with a larger pool of clients and is an easier sale since the commitment is smaller.
One of the biggest challenges I see with my clients is time, not money. Many are afraid that they will be tied to their computers tweeting all day. I look at the resources they have available from manpower to technology and configure a dashboard to pull everything together in one place and then put it on autopilot with whatever level of monitoring they need from me until they are ready for their solo flight.
Another niche you want to consider now is developing social media employee policies. None of my current clients have policies in place and are looking to me for that service, I would love to be able to outsource it!
My crystal ball says you’re going to be around for a while!
Paul Chaney
1 year ago
Touche, Caroline, touche!