I received an event promotion today from someone that was touting their services as a social media specialist, offering social networking training and consulting. I'm always interested to see what people are doing that operate in this space, so I decided to click on the "expert's" Facebook profile. Imagine my surprise when I found their network of friends numbered 138, and their only fan page had less than 35 fans.
Now I'm not saying anyone has to have a huge network on any particular social site to be an "expert." Quantity ain't the name of the game. It's the quality of the network that counts. And quality includes interaction, conversation, content and value. Needless to say, on this "expert's" Facebook pages, I found none of that.
Then there are those that are touting the new age of media as the magic elixir to cure all manner of business woes. Losing market share? Start using Twitter to promote your product. Need to reduce advertising costs? Advertise on Facebook and make connections on LinkedIn. Have poor customer service? Start a blog.
Social media is a tool. It's only as good as the person or company using it. If you can't sell your product face to face with the consumer, it's not likely that you're going to have much luck doing so in the social spaces. And if you suck at building and fostering relationships in real life, it's probably a safe bet you won't do well in that regard using social media.
Beware the Experts...
I'm seeing more and more people holding themselves out as "experts" and consultants on social media, and many more proselytizing social media as the silver bullet for business. Purveyors of new media knowledge and strategy. Offering the promise of business salvation. Many of these folks had no clue what social media was when they first set up their Facebook profile 3 months ago.
So a word of caution for those looking for answers in social media. Check the experts' credentials before blindly following their advice. And don't believe social media can turn sand into gold.