A few weeks ago, Peter Shankman wrote a post in Business Insider titled “Why I Will Never, Ever Hire A Social Media Expert.” At the heart of his argument is this:
“Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you.”
I agree with so much that Shankman says in this article, but I understand why many people, especially small businesses and nonprofits, feel the need to hire “social media experts.”
In fact, I believe that small businesses and nonprofits can benefit greatly by hiring an individual or a company with social media expertise. They just have to be careful to hire the right one.
Reasons Why People Hire Social Media “Experts”
One: Lack of Time
If you’re already overwhelmed by the sheer number of things you have to do on a daily business just to keep your business afloat or you’re focused on working with the population your nonprofit is serving, how can you possibly find time to tweet or post on Facebook?
Two: Lack of Expertise
It’s easy for those of us who understand and enjoy using social media to lose sight of how complicated and overwhelming that world can appear to others. What a relief it is to find an “expert” who can solve your problems, magically creating a Facebook page and placing a pretty icon on your website that invites everyone to “Like Us! Please!”
The Trouble
The trouble is that many social media “experts” aren’t in business to help their customers, they’re in business only to make money. So they set up your accounts, give you a few pointers, and quickly move on to the next customer. Or they charge you an expensive retainer promising to gain you a large number of fans and followers, and maybe they do, but those fans have simply “liked” your page and forgotten about it. Because either they’re people who aren’t genuinely interested in your work or they are interested in what you have to offer, but there is no compelling, ongoing conversation taking place on your social media accounts to keep those followers engaged.
And there you are staring at Foursquare, Twitter, and Facebook with no idea how to use them (lack of expertise). And you’re too busy to deal with them (lack of time). Think of all those Facebook pages you’ve seen that just sit there gathering dust, occasionally updated by spammers, with ten fans who all happen to be relatives and friends of the business owner.
The Other Trouble
The other trouble is that many business owners don’t have — or are unwilling to invest — the time, commitment, and money needed to make social media work. Like all facets of marketing and customer service, a social media campaign takes work, sometimes hard work.
So What’s the Solution?
For some businesses, it’s as simple as deciding to manage social media on their own. If you want to go this route, I’d suggest that you start by looking over some of the resources listed on my site and then wade in slowly — perhaps with a Facebook page. It doesn’t have to be “fancy” with a lot of photos and features — at least not at first. What’s most important is that you tend to it on a regular basis and that you offer good content. (If your only reason for choosing to do it yourself is to save money, remember that your time is worth money, so the cost is still there.)
For others, it comes down to finding the “right expert”— a knowledgeable, helpful, reliable individual (or company) who not only has expertise in setting up social media, but who is also committed to helping their clients make the most of all that social media has to offer.
You Might Also Like:
- Not every business needs a social media campaign. Here are some things to consider before you create that Facebook page.
- “Small Businesses That Understand Social Media”
- Also from the wise Mr. Shankman: “Is Your Social Media Expert Really An Expert?”
About Regina Fried
