Websites and corporate blogs are now becoming popular tools for brand development and promotion for entrepreneurs and corporations.
Recent emergence of social media has opened other venues for entrepreneurs to consider for brand development and promotion. The fact is that not every entrepreneur has the time and knowledge of tools available in the web 2.0 arena. These entrepreneurs have two options, one is to learn and use these tools themselves, or hire an expert to handle their social media affairs.
This sudden increase in search of social media experts has surpassed the human resource available in the market. Now there are several self proclaimed social media experts everywhere in the world and categorizing who is an expert in real term, and filtering out those who are not so much of expert is becoming challenging.
So who will you define as a social media expert?
Most common agreement is that an expert is a title given by others. Someone will be considers an expert if his peers award this tile. This is also true when people start seeking advice from someone and they believe that he is the best at what he does.
The fact of the matter is that the social media sphere is developing too fast. The field is continually growing, developing, and changing. What you think is applicable today, may not work tomorrow. It is too challenging for entrepreneurs to comprehend how they can get draw benefits out of it and also for social media professionals it is a complex issue to integrate various social media elements in to a branding exercise. While entrepreneurs are in search of social media experts, it is indeed essential to understand what to look for in the process. If I were to appoint a social media expert, my preference will be the technical ability to adapt new tools as well as lots of soft skills such as creativity, effective communication, knowledge of marketing and branding and also understanding of human psychology.
Some experts talk about defining ROI for social media activities. However, in my views it is extremely challenging for anyone to pinpoint the effectiveness of social media in terms of ROI. Debate is on this particular subject has been going on and there are two school of thoughts, one thinks that ROI can be worked out, whereas the other group feels otherwise.
One of my entrepreneur friends has been very critical about social media experts. He says “There is no such thing as a social media expert. There are people that know a lot – but there is no expert! I would never hire someone who says they are a “Social Media Expert”–there are so many different ways to use social media that no one can know all there is to know about it. Though I use it daily, for myself and my clients, I learn something new about it every single day.”
But that is rather a radical view. As I said above, not every entrepreneur has the time and energy to keep-up with the pace of social media development. Expert or not, anyone with significant understanding to these tools, will be able work as an expert, because there are not many around us!