This article was first published on October 29, 2009.
Idiot! Is that what you’d want to scream? Of course it is. Surgery is serious business. Since you can be permanently disfigured or even lose your life, it’s wise to check out with whom you’re doing game-changing business, right?
Your Business is Serious Business, Too.
Are you taking/paying for what is essentially marketing advice from social media experts that have zero background in Marketing or Communications? Not so much “how to set up accounts”. I’m talking about actions that support your business strategy and objectives. If so, IMHO you’re making a big mistake. Huge.
Yes, it’s Marketing.
Specifically social media is a program that should support positioning, lead generation, positioning and other strategies. In a nutshell, if you’re using social media to build your business, it’s a part of your overall marketing strategy.
So, if your guru lacks a marketing background – and by that I mean a career-professional-getting-paid-for-it-with-marketing-in-his/her-title background – why are you taking his/her advice? Because they know how to build a blog and have a huge fan base or following? Seriously?
A couple months ago I wrote a column here “Gary V, I Disagree” in which I took to task Gary’s advice that agents abandon everything and rely solely on social media to build their business.
WTH?
I give Gary props. He’s an amazing self-promoter, and on the side he sells wine. Probably lots of wine. But I think his advice to agents was reckless given the massive fundamental differences in selling a low-price commoditized item like wine, and property.
So, Who’s Your Guru?
Check out your social media consultants/guru/sensei’s background. Specifically, review their LinkedIn Profile. Most new media/social media agencies are relatively new. So, if they’ve had their social media consulting practice for two years, preceded by 6 years in tire sales … they may not be the best fit to help in the development of your strategy, despite their following numbers, and abilities to self promote.
Bottom Line
Contact doctors for doctoring, lawyers for legal matters and marketers for social media. Or rather, social media folks with a legitimate marketing background. Then, check out their background before engaging.
Disclaimer: While I do have a marketing consulting practice, I do not consult on social media. Why? While I’m very comfortable outlining the benefits of incorporating social media into an overall plan, I don’t (yet) feel knowledgeable enough to charge for it.
Oh yeah, I’m not really getting a nose job.
