I’ve said it before and I’ll say it again that you cannot purchase social media in a box. I’m not saying you cannot complete the purchase by blowing your money with the nearest ninja, but what I am saying is that delivery will never take place.
Ninjas cannot sell their personality, nor can you buy it, nor can you co-opt it. It doesn’t exist. It is a facade. The ability to create a unique community is more than a skill, it is essentially a figment of their imagination if it was built upon their personal brand. The minute the ninja puts their brand up for sale, it’s value is meaningless because their brand is not your product, and if it is, you have bigger problems.
Anyone can create a profile, anyone can create a blog and anyone can connect them together, it does not take a ninja to do that for you at any price. In fact, a ninja cannot build your personal brand, nor your product’s identity, only you can.
Social media is a medium, just like television advertising is a medium, and acquiring a designation for television advertising sounds ridiculous, just as much as social media as a designation sounds ridiculous. The idea that you feel there is value in marketing a designation that you can check email, or post a fan page on Facebook is in and of itself ridiculous.
You cannot buy a ninja’s ego, and you probably shouldn’t. Quite simply, no one but the ninja bought into their own ego in the first place by not realizing that their ego is built on something else altogether. It is not a skill to be a ninja- the skill is in what the ninja can do for you, and I doubt there is much they can do that you cannot do yourself for the price of free. A ninja is only valuable to his or her own brand.
There is nothing wrong with companies that utilize social media as part of their marcom offering. What is wrong is the idea that ego has value, especially in social media.
We write and talk about social media all the time, but we’re pretty clear that no one is here to sell a magic formula. Our mission is to talk about emerging trends and tools that you may find valuable. But we must keep a clear head about these things, calm down, and look at them rationally, past the hype. I’m sure folks were excited when the television was invented, and I’m sure people were ecstatic about the radio, and we all certainly loved the telephone, and yes, we’re all excited about social media- but a little perspective, please.
What are your thoughts?
Jonathan Benya
July 29, 2010 at 6:57 pm
I’m very upset about this. I was certain I could just pay for my social media presence, and now I think I’ve been ripped off. Where do I go to get a refund???
Alex Cortez
July 29, 2010 at 9:41 pm
The mistake too many agents commit is using SM to push their listings without any regard to engaging their audience. A little personality goes a long way.
Erica Ramus
July 29, 2010 at 11:21 pm
Not only can’t you pay for it, but it’s also not easy to become a true master. It takes commitment and patience. It is not a quick and easy payout. How many agents create a profile somewhere, blog a few times on it or check in for a few weeks / months and then never come back again. Sites like ActiveRain and BrokerSocial are filled with agents who do it for a short time frame, don’t see instant payoff, and get discouraged.
Drew Meyers
July 30, 2010 at 5:40 am
And that, Erica, is why those agents not willing to put in the effort will no longer be in business in a few years.
Utah Realtor
July 30, 2010 at 11:01 am
There are companies popping up all over Utah marketing social media services. Money down the drain if you ask me.
Nick Nymark
July 30, 2010 at 7:29 pm
I agree, I think if your going to use a blog or other forms of social media that you should be using it frequently and to be patient with waiting for results. Just because you don’t see instant results doesn’t mean that something good wont’ come along later. I think as long as you have good content, use the SM frequently, and have an audience that is drawn in, that over time between word of mouth and other advertising that you can do that you might see the results you want later down the road, but NOT instantly.
Audrey Duval
September 11, 2010 at 1:34 am
I have to agree with this post! Everyone who I talk with I told them give yourself a 6 month networking consistently online, you have to be willing to do the work to get return….
People have to feel that it come from you and not someone who is pay doing it…
They will definitely recognize it!