I noticed this happening with the advent of social media marketing (Facebook, Twitter, YouTube, LinkedIn, Digg, etc). Everyone who had operated a social media account for their company or a client suddenly began calling themselves an “expert.”
Where Do You Focus?
When 90% of your job description is SEO, 5% is blogging, and 5% is updating a social media profile or two, you are NOT a social media expert. I’m sorry. Even if you know more than other people. Even if you’re chock-full of theories and ideas.
An expert is someone tested and tried. Someone proven who can lead, manage, mentor, or train in the area of their expertise. They are thought leaders, yes, but they have the skins on the wall to back up their claims.
Until you have the skins, you’re an apprentice. I am NOT a social media expert. I DO have lots of ideas, most of which clients refuse to try. And the vast majority of my job is not social media related. So I do not claim the title “Expert.” I might call myself a Social Media Consultant from time to time, but that’s because the lion’s share of my experience and enjoyment comes in the form of consulting and problem solving.
My Few Skins
- I managed an online community focused on Philosophy and Theology in college.
- I launched one of the first online reputation management blogs in the world.
- I previewed the top ten reputation monitoring tools of 2008.
- I leveraged twitter search to engage in conversation with potential customers.
- I presented a Corporate Blogging webinar to companies including TXU and Samsung.
- I consulted with Pilgrim’s Pride on their online reputation (pre-bankruptcy).
- I created an annual social media plan for Genghis Grill, a nationally recognized restaurant chain.
- I managed the Facebook fan page for Massage Envy (DFW chapter).
- I’ve blogged and moderated comments for several agencies in DFW.
- I’ve helped five other companies develop strategies and tactics for ongoing social media efforts.
- I consult with small business owners on how to engage users without overextending.
These few options don’t make me an expert, a guru, or a ninja. I’m just a teaching/connecting/consultant. I have lots of ideas that I’d love to see someone execute.
How I Spend My Time
The majority of my time these days is spent on Paid Search, with total client budgets exceeding $100k per month. This is the first season in my career that PPC has taken more than 50% of my time. I began with copywriting, moved to SEO, then ORM, then PPC, then SMM. Until January 2011, Paid Search has always taken up 50% of my marketing time or less.
In the end, I don’t consider myself an expert in any of these. Rather, I am the amorphous consultant guy, who can look at just about anything a company is doing and find room for improvement.
It’s easy to “do” social media. Just like it’s easy to “do” SEO and PPC. But to do any of these well requires skill, practice and experimentation.
Perceived Expertise
In the same way, your business can only be an “expert” in one or two things. MAYBE three. But the most successful businesses focus on doing one thing well. Why? Because it’s easier to build a reputation, not to mention easier to manage the business. When people say your name, what ONE THING do they think of? That is your reputation. That is your perceived expertise. Whether it’s accurate or not is almost entirely up to you… up to your branding, marketing, and quality control.
