是社交媒体“Experts” Worthless?

是社交媒体“Experts” Worthless?

读者评论(151)

  1. The problem with 社交媒体 “expertise” is that it’s completely undefined, requires no official training, certification 要么 experience, and produces largely intangible results. So claiming 专家ise is an easy thing to do.

    It’s funny though: In virtually every field, the true 专家 rarely (actually, never) refer to themselves as 专家.

    • 那里 are a few 社交媒体 training courses offered by various schools in South Africa. Having read this piece: I wonder if it’s worth my trouble to go 对于 社交媒体 training?

      • 那 would depend entirely on who’训练你和他们’重新训练你去做。如果它’肯定是像大卫·梅尔曼·斯科特(David Meerman Scott)或琥珀·纳斯隆德(Amber Naslund)这样的人,他们非常聪明且精明。 --

        不然我’d可能将我的教育精力更多地放在发展业务上,并运用良好的意识和观察力来学习知识。& outs of 社交媒体.

        • I’d倾向于同意培训–如果参加培训的人不参加,大多数课程都是浪费金钱’真正在企业中引起轰动的人–一些培训师将其视为一种职业并教教科书内容,但我’从您的观点中,您可以从以下方面中学到更多:A)自己动手做事,边走边学;或者B)观察某人确实在做您尊重的事情

          • I think you hit the nail on the head James. Something as new as utilizing 社交媒体 对于 your company growth is not going to learned in the archaic academic style. Doing, looking 对于 results, revising, and doing again would be the best way to understand what works best. 那里 ’尚无万无一失的模型,所以它’s really hard to consider anyone a 社交媒体 ‘expert’.

  2. 客户需要了解的有关社交媒体营销的最重要的事情之一是 ’不是一个快速解决方案。建立可以转化为销售的互联网状态需要很长时间。感谢您的提示!

  3. 不会撒谎,作为工程师,我’ve been trained to deal in 具体的,有形的 things. 营销学is very fuzzy to me, and when I see something like 社交媒体 专家, I roll my eyes a little. I wish you could give specific, clear case studies of how being a true “social media 专家”帮助了一家公司,别人无法做到’t.

    附言我很好奇,报名参加“聪明人的互联网营销,”所以你让我在那里。

    —www.awkwardengineer.com

    • 笨拙的工程师-

      I’m与CopyBlogger不相关。但我想说的是,希望您*爱* IMFSP。它’绝对出色的文字,简单易懂,完全可以理解“concrete, tangible”水平。如果您想在一两周内在这里重新发表评论,我(和其他人)无疑会对您的想法感兴趣。

      My understanding is that 社交媒体 is a conversation 工具 used to build relationships. It’如Sonia在这篇文章中所说:“任何好的销售人员都会告诉您您需要能够结识朋友。培养关系一直是销售的重要组成部分,而且也将永远如此。”

      大多数社会案例研究对我来说都是泥泞的。就像我要对我的个人友谊进行个案研究一样。“与Bill交朋友如何提高我星期六晚上的投资回报率!”

    • 看看David Meerman Scott’致力于他所谓的投资回报率“实时营销与公关” (which is basically 社交媒体 engagement with a lot of business smarts attached). He makes a compelling argument, supported with numbers, 对于 a measurable financial return.

  4. I have no problem with people owning up to their 专家ise, especially if they worked heard to earn that title. I have more of a problem with people dismissing the idea of someone who is an 专家 simply because it’在这个时间点还不是一件时髦的事情。

    Now we can argue about what makes one an 专家, 要么 if 社交媒体 has been around long enough to have true 专家. However, 我不’认为这很重要,因为它 ’冲销一件时髦的事’s 专家ise anyway. I know some people who are true 专家 at what they do but they’让他们感到尴尬’ll get if they admit to it. 那’s foolish.

    如果你 have it, own it –但准备用事实来支持它。

    如果你 don’t have it, don’t try because you’无论如何都会被召集。

    • 我同意with this thought 整个-heartedly. In fact, I happened to blog about it yesterday. Claiming 专家ise builds confidence not only 对于 the person doing so, but in the prospect 要么 customer too. Now, no one needs to go around saying “I’m an 专家”确切地讲,但是有一些方法可以证明它,换句话说来表达它的信心和权威,并且’我们通常想帮助我们的那种人吗?

  5. “社交媒体关系并不能取代稳固的营销策略,而是可以扩大它。”

    好点!社交媒体并不是您所有互联网营销需求的解决方案,而Facebook(无论规模和实力如何)将永远无法替代全面的营销活动。您需要建立某种关系才能进行销售,但是更多的关系却不能’t equal more sales. Social media 专家 have to work with the rest of that marketing team to get the most value out of their work and their colleagues.

  6. “quickly educate them about your own specific areas of 专家ise”

    Educating them about how 社交媒体 can help their business, pointing them to your 证明n successes, followed up with testimonials from your existing clients along with a great website showcasing your stuff, will establish you as a media 专家 without you saying a word about how great you are.

    “吃的时候有布丁的证明。”

    • 你是我的第一个人’ve seen online –就此而言,可能在我的生活史上–正确使用该短语。证明不在布丁中。吃的时候就是布丁的证明。天哪,您也在适当的环境中使用了它!您’re my hero, 法案.

      顺便说一句,我也同意你的观点。

  7. 问题是’t加上标题。问题在于那些自己为自己任命头衔的人。

    除此之外,毫无疑问,我’m right there with you 索尼亚. Businesses do need help, and if people take the time to go through that e-course, they’比自己指定的要早几年:-)。

  8. 是的这里唯一的问题是人们可能在“social media”(这很愚蠢,因为它‘从定义上来说非常容易且易于使用),但不了解他们的工作如何转化为收入。太多公司在招聘上浪费钱“social media 大师s”不了解它将如何或为什么影响他们的业务。

  9. 我同意with 德里克. 我不’t see a problem with the title of Social media 专家… the problem is when people call them self 社交媒体 专家 after setting up their 推特 account and facebook page…

    I really believe that many businesses need 社交媒体 专家 because they don’t know crap about 社交媒体s 对于 many reasons…

  10. 那里 are definitely a lot of hacks out there promoting themselves as 社交媒体 专家. But there are some really good folks, too. Takes a lot of digging, I suspect.

    IMO有许多较大的企业需要它们&表明。他们不知道他们在做什么’重新做,他们遇到非常僵化。

    珍妮佛

  11. 唱歌,姐姐!那里’s a better word to add onto the end of 社交媒体 if they’re the “expert.” 那’s “consulting” 要么 “consultant.”只需快速浏览一下Google关键字工具,就会发现使用这两个单词的搜索量比“expert.”我认为这取决于企业所有者关于他们使用哪些关键字的知识水平’重新使用进行搜索。迪登’t search 对于 大师 though.

    阿们最好的营销做’t look like marketing and agree with all of your points. You all at Copybloggertaught me what I know about 内容营销 and how everything revolves around it, plus sales and marketing advice. After taking courses in coaching, copywriting, writing, 社交媒体 and several other business topics, you guys have been the only ones who preach asking 对于 the sale. Yeah – that’s important. 🙂

    所以,谢谢你所做的。

    • 很好,谢谢Gabrielle!我认为“expert” and “guru”通常会以一般方式使用,但我同意“consulting”具有更成熟的氛围,并且显然是具有更多搜索流量的词组。

  12. Thanks 对于 the 文章 索尼亚. Social Media is a fairly new phenomenon, and 内容营销 in general isn’那样成熟。我的公司每天都遇到潜在的新客户,这些新客户被SEO抢走了“experts” etc., those sorts of people will always exist, regardless of how many barriers to entry/college degrees/certificates there are. I just think there is a bigger chance to exploit 社交媒体, because there 竞技场’很多最佳做法,而公司本身却没有’不太了解,所以他们可以’问潜在的正确问题“social media 专家.”

    最终,结果将有所不同。要么您帮助增加了收入,要么您做了’t。那些成功的人将继续受雇,而其余的人将消失。

    I’m just glad I have several years under my belt at learning social and 内容营销, and 实际 experience. We’互相学习。声明’s like 加里’s don’继续进行对话。

    • 如此真实—让我感到惊讶的是,许多SEO和Web开发人员有多糟糕,而这些领域’特别新。鲟’s Law again. Good 社交媒体 help will probably be even harder to come by 对于 awhile — which is why I’d喜欢真正擅长该技术的人会向前迈进。

      加里’完整的陈述并非不公平,但很多人都与“clowns” and didn’t take his 整个 陈述考虑—问题是缺乏业务知识。实际上,他关于平衡的文章(和书)认为 对于 more smart 社交媒体 consultants out there.

  13. 谢谢所有出色的帖子。从收费电话,黄页,电话打扰和法律垫子那天开始,我就开始营业。我花了几年” Marketing ”还有几年” Telecom “。我记得提醒过几个同龄人和上级,” Internet ”将会改变一切。当。。。的时候” Net ”最初是在商业领域开始发展的,后来我得以免于成为早期” 专家级 ”、、、成为中小型企业。如今,专家/中小企业充斥着市场’,因此很难区分您的技能。推动这一趋势的部分原因是电信/技术的定义和适应变得越来越简单。今天,我们有很大的机会利用互联网的力量,从而” 专家级 ”来桌。我相信在未来几年中,我们许多人将成为” 专家级 ”只是在适应技术的过程中!

    祝您旅途中一切顺利!
    🙂

  14. 我看到的主要问题之一是,几乎任何人 ’s been able to set-up a profile on FB, Twitter and LinkedIn calls herself a 社交媒体 EXPERT. Social Media is a very new phenomenon and anyone claiming to be an 专家 is running the risk of making a fool of himself.

    Out of the score of 专家 I have looked at and listened to, I have found 2 who truly have a grasp of this 800,000 pound gorilla called 社交媒体.

  15. 完美笔下的索尼娅。同意100%。我的个人网站的元标题为“社交媒体顾问”至今已有3年,因为我从中获得了与我的业务相关的一致的潜在客户(Google首页)。我从来不喜欢这样称呼自己,但这是一段时间以来唯一用来获得作品的标题。

    事情正在改变。人们开始寻找监视帮助,内容帮助,社区经理,培训等。

  16. I’我同意许多已经发表评论的人–那些说话的人,不要’不知道。那些知道唐’t speak. I’我遇到了其中几个‘social media 大师s’他们和街上某个人之间的唯一区别是他们玩更多的视频游戏。它’有趣的观看。你以为@garyvee’s的评估有点太低了吗?

  17. Clearly, a trusted, 3rd-Tribe-Approved, 社交媒体专家 Registry is in 要么 der.

    Someone could tell me 100 times they are an 专家; I might not believe them.
    如果Copyblogger告诉我该人已获得3T批准,则我’我相信他们是。 --

  18. Great post! I — being a word nerd — love the semantics point. 那 insiders loathe terms like ‘social media 专家’这就是客户用来指代他们需要的帮助的句柄(无论好坏)。他们不’t know what ‘content marketing’ is 要么 ‘engagement strategy’, etc. Titles like ‘social media 专家’不仅可以帮助您成为顾问,使您可以进一步学习上述新术语,而且’还有他们如何将您推荐给他们的同事。“Nick is ‘Mr. Social Media.”这发生在我身上,是的,我畏缩了一下,但是我却被引荐给新业务!我不’自己使用这样的标题,但它们绝对可以帮助客户掌握我们工作的一般空间。

    Sorry to ramble. Great post , 索尼亚.

    • 你触动了我的确切想法— I cringe myself at someone introducing me as a 社交媒体 大师 要么 a blogging 大师, but people do, so I try to grin and bear it. 🙂

      我必须见到今天的人们,而这总是从语言和标签开始的。

  19. @缺口– well said!

    I’ve been called an 专家 in BPR, Knowledge Management, CRM, eBusiness, eCommerce and (my personal favourite) dot.com

    从来没有我。

    但是,如果这能帮助雇用我的人理解我所做的事情,那太好了,我赢了’t complain.

  20. 我的问题是“social media 专家” 要么 “gurus”他们满脑子都是对他们能为我们做的一切虚假承诺,如果没有他们,我们注定要失败…恐吓战术,如果你愿意…都是以赚钱为名。

    我们当中很多人都在拼命地为我们的家庭赚更多的钱,我们知道互联网是最好的赚钱的地方,但是其中一些“snake oil” salesmen make us feel like the only ones on the internet making any money are the 蛇油 salesmen.

    感谢您免费提供此类教育内容。与所有“programs”价格高昂,很高兴找到一些愿意帮助别人而又不强迫我们再抵押房屋的人。

  21. Haters gonna hate. If biz owners *think* they help with 社交媒体, then they do. If only to have an 专家 tell them they don’t need help with 社交媒体. And of course when strategy is called 对于, who else but an 专家 should be called upon? People who get their panties in a twist over semantics crack me up 🙂

    • 但是,这场辩论中的许多仇恨者都很聪明,而不仅仅是随机的巨魔。在这里的评论中多次提出的观点使人们感到沮丧— people setting up 咨询服务 practices because they managed to figure out how to set up a Twitter account. The problem is real, but I saw some babies getting thrown out with the bath water there.

      Just because most practitioners are 小丑 doesn’并不意味着这种做法’t valid. 🙂

      • 当然。一世’d。希望相信这样一个世界,在这个世界上,加里五世(Gary V)可以做出这样的口头禅声明,而不是让所有人都对此感到愚蠢。当然,这完全滚雪球了。那不是’t just him.

        我爱你’我们曾经尝试过使网络保持理智,即使只是一小会儿-

        • 我其实不’认为这一切都没有,我认为’令他深感困扰。他看到了如此深刻的需求(我们每个人都在关注),并且’足够好的人来回应这种需求。

          只是以为我’d以我自己的方式给他一点帮助。 --

  22. Bravo, 索尼亚. As per normal.

    You know that 99.5% of 社交媒体 专家 are worthless and add no value.

    但是,在美国公司工作的人中有99.99%的人比不值钱的人更糟,而且会贬值。所以,当我们更换“anti work” with “non-work”聪明的公司仍然领先。

  23. 老实说,我认为问题的很大一部分是“Social Media 专家级”花95.5%的时间尝试看起来像“Social Media 专家级” in front of OTHER “社交媒体专家,”而在真实世界中只有0.5%的时间与真实的客户互动。

    看看一些“experts”在Twitter上查看他们关注的人/谁关注了他们。它’不是他们的客户。它’其他人也做同样的事情。我认为社交媒体市场总体上遭受很多“营销人员向其他营销人员营销营销人员向其他营销人员营销….” etc. etc. We’全部共享相同的前十名列表,“best practices”彼此之间,当我们已经知道这些东西,并且已经知道很多年了。我们在哪里’失败是在教育和倡导人们DON’不知道这些东西是如何工作的。

    • It’s a known fact that 社交媒体 大师s on Twitter attract a following of other 社交媒体 大师s on Twitter. And that has little to do with the target demographic 社交媒体 大师s are trying to reach. It’s because the best way to get followers on Twitter is to follow other people, and knowing this, 社交媒体 大师s are most likely to follow you back if you follow them. So Twitter becomes this rat king of clueless charlatans shouting loudly to other clueless charlatans, but in reality, nobody’s listening. 如果你’re following 1000 要么 more accounts on Twitter, how many of them can you really pay attention to? Most likely, 社交媒体 大师s are to busy shouting to listen 对于 once.

      这是真正的问题“social media 专家/gurus” –他们使用的度量标准’转化为销售。您可以拥有一百万个Twitter关注者,如果他们’re all bots and other 社交媒体 大师s, you ain’t sellin bupkis。以及究竟如何“liked”在Facebook上赚我公司钱?

    • 真正…and I’我们已经看到它远远超出了不同行业/专业的营销界。“羽毛鸟聚集在一起” 和you’如果你不误导自己’请密切关注谁跟随您(更不用说针对真正重要的人了)。同行们’可以直接为您带来收入,如果他们的网络薄弱或与您网络中的人相同,则您’重新宣讲合唱团。

  24. Is “go die in a fire” the universal way to tell someone to go f*** themselves on Twitter? Or is just the same troll using this phrase? I had someone say the same thing via Twitter when they disagreed with a policy change at a site I was 加工.

  25. 好话题,好点。我只想补充说,全面的,经验丰富的营销人员可以为客户和潜在客户提供最佳服务— not just 社交媒体 mavens. Given the relative infancy of 社交媒体, it also begs the question of what so-called 专家 were doing with their time before all this started.

  26. Hi 索尼亚,

    I’我一直在关注“Social Media Expert” I’我已经在人们的资料和个人资料中看到了一段时间。

    什么 are they 专家 at…社交媒体平台的机制?

    虽然我相信那里’一个可以聘请知道如何做的人的地方“listen to the market”, we’我必须欣赏我们’我一直以社交为目的而广为人知。

    It’由Dale Carnegie(“如何赢得朋友并影响人” ring a bell).

    I’ve seen it demonstrated here at Copybloggerin the comments.

    [我的评论中的某处是我希望写的将来的帖子-]

    什么’需要的是非常了解如何“PLACE”在公众消费之前,它所出现的所有媒体形式中的丰富内容(并且我的意思是有见识,丰富,娱乐和启发)将不可避免地导致追随者,粉丝,朋友和客户(可能正在发展)。

    我不’t think that’s a 社交媒体 专家 … I think that’s a marketer.

    • 我同意—但是如果客户正在寻找那个短语“social media 专家”那么它应该在那里。

      You 和我 竞技场’t looking to hire someone to help with 社交媒体 strategy, so we don’t get a vote. 😉

  27. 我认为我们在“expert semantics”因为绩效标准太模糊了。例如,你如何“prove” 社交媒体 专家ise? I’ve asked some pretty savvy folks this question I all I hear is crickets. The fascination with 工具s, scores, and rants cloud the issue even further.

    所以我必须回到邻里规则–忍受或闭嘴。我很喜欢Brian,Jay,Darren和Chris的每句话,因为他们始终把球踢出公园。我可以指出他们的结果,并感到高兴,他们知道他们在说什么。我认为我需要向读者,学生和客户展示相同类型的结果。

    You also pointed to a useful litmus test 对于 evaluating 专家ise which is 证明n business acumen. Can the 专家 use Social media to solve business problems. This is much easier said then done.

  28. 这类文章可能会让从事许多营销活动的小型企业主感到沮丧。会犯错误。

    完美是善良的敌人。一世’我在推销我的业务时犯了无数错误,但我’做出了一些不错的举动,这些举动对我的企业来说确实是个奇迹。我放弃失败的内容,并基于一些可行的方法。一世’m not 专家 in any one field, but I’作为DIY小型企业所有者,我们取得了超出我最期望的在线营销成果。

    Could my copy be improved? You bet. Could my SEO be better? Yes. Do my 社交媒体 outlets need attention? Absolutely. Could my content be better? Probably (my content is probably my strongest asset in my humble opinion). Should I stop these marketing activities because I’m not 专家? No.

    我得到结果,那’重要的是。当然,我的结果会更好。但后来找到了一家无法’t improve.

    我感谢我的评论是’完全正确,但我认为’必须指出,完美可能是危险的期望。追求完美会抑制行动。没有采取的行动是死亡钉子。

    如果您雇用的人没有’交付结果,然后再看其他地方。如果你’打算做自己的大部分营销活动,采取行动,持之以恒,并磨练自己的技能。

    • 彼得

      I thought your echoed what most small business owners feel about 社交媒体 专家 help and how hard it is to evaluate if the help by the 专家 would be any better than the results your getting.

      那’这是社交媒体营销领域新兴行业的难处。

    • 说得好,彼得。我们当中有很多人在做生意’d never claim to be 专家 but we have some skills through trial and error, and listening to those who know more than us – it applies to 社交媒体, marketing, websites, sales, customer service and more.

      就个人而言,任何自称专家或大师的人都会立即让我警惕,我’不太可能认真对待他们–如果我有100多个可能的供应商可供选择,那将是一个危险的地方。我使用了像‘社交媒体监控’ and ‘socila media support’当我想要日常帮助时,‘社交媒体市场营销’用于更高级别的服务,但主要是我’d find a 社交媒体 “expert”但要遵循建议及其在线资料(例如,他们分享知识的博客文章和文章)。

      In short, 我同意that 专家 don’t call themselves 专家 (nor need to) 和我’我不确定这些聪明的客户是否会在该词下进行搜索–我想如果您故意使用该术语,则取决于您所追求的客户类型,因为‘popular’.

  29. Hi 索尼亚!

    向你致敬!当你’重新赚钱,因为你做的是合法的粉碎工作“social media 专家,”我想这巩固了你不是小丑的事实。而且,实际上,为了在在线营销业务中取得成功,–建立和号召性用语是必须要做的。

    感谢您在这篇出色的文章中将谷壳从谷物中分离出来!

  30. 感谢您的帖子,索尼娅。作为一名营销顾问,我花了整整一年的时间在真实的直播教室里教人们如何设置(并正确使用)他们的社交媒体帐户和平台。我17岁的儿子无法’相信人们实际上会付费学习如何使用Facebook。 (他没有’不了解我们之前的互联网前大脑是如何工作的)。但是经过一年的上课之后,我停下来了,因为:1)我无聊地哭着一次又一次地讲同样的东西; 2)我可以看到人们没有’首先要做功课—即定义和研究其目标市场和利基市场。了解客户的需求。你知道,基础的东西。现在我’m着重于整体讲授在线营销策略和战术(不仅限于社交媒体产品)…我总是从让客户真正,真正地定义他们的目标市场开始。你的帖子让我想到了证明。启发我建立了一个测试厨房(Word Chef将做什么?),它将研究最佳实践的实施及其投资回报率。希望您能告诉您的部落…该研究需要1000名参与者(它’完全免费),我们’将会记录所有有关案例研究的资料,这些资料将于明年初发布。

  31. “以他通常的低调,醇厚的方式…” Interesting. 🙂

    我喜欢您的观点,目标是成为.5%或它所占百分比的一部分。

    这也让每个人都在乎的我有点烦“social media”他们什么时候应该关心“internet marketing,”但是如果您想为搜索和人群排名’ opinions, then you need to be about 社交媒体. Since clients write the checks, they can call it whatever they want. 🙂

  32. 关于 the only thing more worn out that people using the term 社交媒体 专家 is the number of posts about people that make money in 社交媒体 talking about other people that may 要么 may not be 社交媒体 专家. 我不’不知道任何其他行业或专业不断发布有关其同行的元故事。

    什么 is the fascination with this?

  33. 我的主要问题‘social media 专家’是很少有真正的经验。

    例如,如果有人将自己推销为‘Sales Expert’如果他们除了是一个熟练的销售专家之外,还管理了多个成功的销售团队,然后作为咨询培训师为更多公司提供咨询。他们将拥有广泛而深刻的经验。在多个行业中,公司处于不同的发展阶段。

    For someone who has started a couple of successful blogs, hangs out on 社交媒体 对于ums, 和has gained a 推特 following, to be called an Expert is where it gets silly. People in 社交媒体 seem to attract (or self attach) the Expert tag far too quickly.

    • 完全同意,这就是为什么’始终对Google有利,找出他们在哪里’曾经工作过,他们有什么销售技巧,如果有‘working’ to build a credible 社交媒体 platform. Do not just go by their website. Try if you can to find them on LinkedIn, the profiles on LinkedIn are more detail as to where they have worked in the past.

      梅尔x

  34. 辉煌的职位。一世’ve been hearing about 社交媒体 专家 a lot lately, and wondering how many of them are “experts”就像他们声称的那样。我非常喜欢你应用了urge鱼’这和其他职业的法律。一世’d been looking 对于 a way to explain to people that most so-called 专家 are really crap, but never had a law to back up my opinion before!

  35. 加里 is a trip. But seriously, I am often refered to as a PR 大师 and 社交媒体 专家. I am a 20-year communications professional and people use those terms to describe me as a compliment. 我不’这样形容自己–但是当您以这种方式感知和介绍时,这很讨人喜欢。

  36. Great write up 索尼亚.

    我显然可以’不能说95%是小丑,但令人震惊的是人们被定位为‘experts’ 要么 ‘gurus’如今。业界似乎对标题,地位和同行印象深刻。

  37. 这是一个很棒的帖子,并提供了一些扎实的建议。

    I personally feel the same with 专家 in all fields. 如果你 look at doctors, very few generalize in general medicine. Most specialize in one particular area. So you need to be an 专家 of the niche.

    Instead of being the SEO 大师, I try to be the business 顾问。 I know SEO, but don’不懂编码。因此,当客户来找我时,我得到了一个由我的伴侣建立的网站,’是设计师。我们互相介绍客户。它’双赢

  38. 假装’til you make it? 那’s what I’ve seen quite a few ‘social media 专家’做。他们无处不在,敲打出俗气的形象,建立大量的Twitter和Facebook追随者,并声称知道成功的秘诀。

    几个月或一年后,’s all gone bust.

    Personally, I like the idea of PR consultants moving into 社交媒体 as a natural extension.

    (特别提及该词‘Haterade’. Haven’之前没有看到-

    • Lots of smart PR folks are moving into 社交媒体 — it’是非常自然的扩展。公共关系正在变成真正的公共关系,而不是“主流媒体关系。”

      不幸的是,St鱼’法律在公关界还很活泼,但那里有些人做得很棒。

      • 是的,我可以相信St鱼’s Law is at work in PR too, though I personally know some PR people doing really well on the 社交媒体 side of things now.

        我喜欢您在公共关系和追逐主流媒体之间提出的区分。一世’我猜很多公关天堂’尚未正确区分。

        (完全偏离主题。我们可以在其中加入医生吗?‘predominant crap’法?外科医生法? (提示语)
        抱歉,前几天我在Babble上读了一篇文章,有人说医生可以胡扯,评论员说他们可以’因为他们接受了六年或以上的培训。
        这里有种联系,因为培训没有’会自动等于现实世界中的反欺诈。)

  39. 这很牢固!确实帮助我将事情变成了现实,并使事情顺利进行。感谢您一周又一周为我们提供优质的服务。

  40. 那’s because “social media”(以某种方式总是忽略“营销”一词)现在很流行。但它’搜索引擎优化(SEO)在我的领域没有太大不同。显然,仅在印度就有数百名SEO专家。虽然人们肯定不能这样表达自己,但我主要是指责客户愚蠢。如果他们费心找出专家的工作,并运用足够的判断力,以至于意识到快速廉价的good俩听起来太好了,难以置信,任何顾问’顾问说,如果中途得体,每小时将花费超过4美元(即使居住在美国和西欧之外)’不要这么快地给自己贴上专家或大师的名字。这就像淘金热。人们蜂拥而至,而实际上却没有合适的金矿(功能正常的业务或好的战略,或者仅仅是足够的劳动力)而涌向网络,然后寻找廉价的挖掘设备,秘密和藏宝图。然后,他们想知道为什么在出售设备的人状况良好时却挨饿了。
    我不’t feel flattered at all if someone calls me an 专家, I know I’m not so that’s just embarrassing. And occasionally insulting, if the person wants 专家 services but doesn’t feel they’re worth a good pay.

  41. 非常好 -

    我不会’t go as far as 加里 but I do think that around hald of so-called 社交媒体 专家 I meet are so lightweight that they don’不要添加任何东西。是的,企业确实需要帮助– mostly.

    I think it depends on the stage the business is at tho- sometimes too much 专家ise can be overwhelming and it can help to just get the basics and get started –然后从那里建造。一世’m a big fan of delegating so although most business owners could easily get to grips with the basics of 社交媒体, they could also get to grips with everything in their business. 那 way is doomed so – business owners – do bring in the ‘experts’ when you need to but make sure they leave some of the 专家ise with you when they go!

    不,我’m not a 社交媒体 专家 lol!

    凯茜

  42. I come from an engineering background of the 80s, where part of the justification in calling oneself an 专家 in any field, was the fact you at least had a qualification of some sort along with years of experience. Spending 5+ years at University with an honours degree was the starting point.

    However in the new world of 网络营销, 社交媒体 and SEO, there are no such 对于mal standards. Much of the online world is just moving too fast. Especially when you get down to the detail of implementation. Sure, marketing basics are still valid and we can provide wondrous presentations, but 实际ly making it work is hard. By the time any 对于mal training course is established and goes through the normal 3-5 year bureaucratic processes, content is not relevant.

    So, without a 对于mal structure to work to, anyone can attest themselves an 专家 if they sound convincing to the client. An 专家 I think in 社交媒体 is one who can not only talk with compassion and skill, but also have a long line of happy clients who can validate their worth.

    Statistically, I suspect the number of 专家 in any field, especially online, is around 5-10% of those with the self-given title and these are often leveraging the skills of others, which isn’不一定是坏事。一个好的在线运动总是团队合作的结果。它需要一个冠军,如果自我任命‘expert’是那个冠军,只是管理项目或鼓舞他人,然后’s fine by me.

  43. 支持st鱼法律意味着地球上90%的品牌都是垃圾!

    那 means any average/crap brand entering the social web is gearing up 对于 a bad/negative experience aka brand graveyard.

    在以客户为动力的社会时代,您必须在自己的工作中脱颖而出(10%的品牌做到这一点)。

    因此,社会革命的最大好处就是让品牌重新思考他们所做的一切。停止使用广告作为平庸之作,并将这些营销精力转移到创造出色的产品,出色的客户体验以及出色且敬业的员工身上。

    然后,社交网络变成了游乐场。

    非常值得我们信赖!

    P
    @zagology

  44. 诸如此类的短语发生了什么“word of mouth” 要么 “brand ambassador” 要么 “grassroots?”社会技术通过提供简化,简化的营销渠道掩埋了已经存在的营销策略。一世’ve seen the mindset that companies are led to believe that if they are present on a social channel they are engaging in 社交媒体. Not true-they are just engaging in plain old marketing (by which 90% of which is crap!). Only until the moment a social network is engaged, sharing and following your content/name/campaign/message, you are then operating at a social level. Don’t get me wrong–社交是无脑的平台(它’速度很快,并且可以免费),但是仅仅在那里就不会’并不意味着您真正以社交方式参与其中。

    好的品牌,好的产品,好的客户,好的营销。无论您通过什么渠道运营,成功的秘诀都是相同的。所谓的社交媒体专家应该牢牢掌握这些知识,并知道如何“amplify”您的消息,以便您的听众希望与世界其他地方分享。

  45. 谢谢你的这篇文章。很棒的帖子和评论!

    这让我停下来思考了好一阵子。够了,现在我’ve got writer’s的话题“experts” and “social media 专家”!我的头在旋转。

    干杯。

  46. 很棒的文章。一世’ve really enjoyed the recent debate about the existence of 社交媒体 ‘experts’. I really 喜欢了 the part where you mention that claiming to be a 社交媒体 专家 is like claiming to be an internet 专家 – it’s too broad. I completely agree. I also agree that people who are successful in 社交媒体 need to be people who know business. I landed my current 社交媒体 specialist role because I came from a marketing background, not because I claimed to be a 社交媒体 专家 (in fact, I made no such claim). I think this is how businesses need to approach the hiring of 社交媒体 leaders – they need to be well versed in some part of business communications, dpending on the need of the 要么 g, and they need to understand the unique factors of the 社交媒体 environment.

  47. I like this 文章, common-sensical, straight-talking and generally accurate. The basic point point about 社交媒体 ‘gurus’我对业务的了解或兴趣通常很少,以我的经验准确。感谢您的文章。

  48. This is a great 文章! 谢谢. I cannot call myself an 专家 but I do use several good business social sites. I am still new to my Facebook business page and would have to admit that if I was going to search 对于 help it would be with Facebook and gaining Twitter followers. I know my way around a couple great business social sites tho, those are the sites I have been using 对于 longer with great success. When people ask me questions about these sites I use, I gladly help them but 对于 自由 not as an “expert” business.

    我确实看到很多“experts” out there. Some people have 证明d themselves to be far from an 专家 in the field and some people have shown me things that I never would have known without them teaching me.

  49. It’s a sinking feeling when you realize the high-priced 专家 you’我把适合打ack的人归类为小丑。

    After being burned a few times, I had to throw myself into learning the very things 索尼亚 talked about here. And I must say, Copybloggerhas been a phenomenal source 对于 marketing strategies and insights.

    乔-

  50. Great post 索尼亚 – one of those one’s I didn’不必强迫自己专心到最后-

    标签我’我已经是社交媒体营销顾问–每当我的客户称我为社交媒体专家时’我非常迅速地纠正它们并建议它’s not really an area you can call yourself an 专家… yet. 我不’t许诺约1000’SM带来的新客户数量或暴增的利润–我只是简单地传递最佳建议,让他们在实施时确定价值,而回应通常是积极的。

    那里的主要原因’如此渴望‘Social Media 专家级’是因为人们太在意自己的花哨头衔,却没有取得切实的成果。随着越来越多的真正提供商的出现,我们希望’将会看到这些假装者被挤出,标题也得到了更多的尊重。

    干杯

  51. 读索尼娅真的很棒。社交媒体专家的抨击很多,但使用标签的客户往往不是我们中的一些人,他们以对社交媒体的理解来支持客户。我个人不愿意被那样介绍,并且会很快予以纠正。我的知识和专长是与业务相关的,还有发展战略,Social Media是一个了不起的‘tool’ that I specialise in 加工 with. 那 means that I may select a Social Media 工具 from my 工具kit if it seems like the best one 对于 the job of taking the business where it needs to go. I did at first tire of the Social Media bashing but now rise above it too and as you say –如果付款客户感到满意,那么标签或从其他公司撤消无关紧要-

  52. 什么 are 实际ly “social media 专家”…知道如何操作Facebook,Twitter,LinkedIn和其他平台的人?
    Setting up 社交媒体 plans and strategies require good marketing, planning and mainly COMMUNICATION skills.

    我曾经写过一篇针对同一主题的文章,标题为:社交媒体顾问,供应充足,
    您可以在这里检查: http://www.blogtate.com/social-media-consultants-abundant-supply/

    谢谢
    里亚德

  53. 索尼亚,

    我真的很感谢你’在这里再次强调。您’带来了负面的情况,充斥着时间浪费,例如打电话和毫无意义的讨论,这使在线业务可以为之奋斗。

    如果人们还记得这篇文章的一件事,我希望它’您所说的努力确保自己属于0.5%的一部分

    由于99.5%的人员太多,因此您可以区分您的业务,以便潜在客户自动知道您比其他人更好(0.5%的一部分)!一个开始与众不同的好方法是交流他人的才能’t: //baleinomane.com/how-to-be-interesting/

  54. 我的观点就是一个例子。一世’我刚刚完成了‘Skills’ section of my LinkedIn profile where you have the option to assign yourself as a Beginner, Intermediate, Advanced 要么 Expert 对于 each skill listed. Even though a fair percentage of loyal followers and clients call me their 社交媒体 ‘guru’ 要么 an ‘expert’ in 社交媒体, I’ve抵制了在LinkedIn上对自己给予很高评价的诱惑。

    Sure, I’ve put in the hours (well over 10,000) researching, developing, delivering and honing my own 社交媒体 model as a means to raise profiles and GROW businesses but I’我不喜欢加里(Gary)之类的人。但是,我确实会自称专家’我在跟那些避风港的人说话’提示从哪里开始并需要我的帮助(为什么他们会雇用我否则)。我相信我有权在市场营销中使用此术语,以使自己与那些只兼职两年的人与众不同– there’s the rub.

    这是现实,在来找我之前,我的一位客户花了很多钱‘having someone set up her 社交媒体 对于 her’,她不知道发生了什么,并因此失去了主要的海外前景。很显然,她害怕让其他人帮助她。

    像加里(和索尼亚)一样,我热衷于培养建立在这个空间上的善意,并保护我的朋友,客户和联系人免受可怕的时间浪费,金钱浪费,毁灭性的影响‘bad work’ in this regard. Like I said in my last blog post ‘Don’t take your 社交媒体 investment lightly, if it’s really worth doing, its ONLY worth doing well!’

  55. “大多数平面设计师都非常糟糕”
    赞!

    要是我们’re bad, it’这通常是因为市场营销经理拒绝听我们说话或看到过体面的设计而使我们不好。一次又一次,我们被迫进入“fugly”之所以设计,是因为市场营销部门有一些非设计师的小丑或首席执行官让我们这样做。

  56. Someone please stand up and applaud 索尼亚 on this 辉煌ly written 文章…..然后坐下来,再次站起来鼓掌。

    如果你真的认真听…. this is not an 文章 about how many bad 社交媒体 so called 专家 their are out there, even though they do exist. No its something much, much better…一面镜子,看看你在哪里,有机会真正看到你是真正的交易还是仅仅是炒作。

    I’ve been developing websites 对于 the last four years, 我不会’没说我是最好的,但我一直在进步。
    我的最终目标不是每次都设计一个漂亮的网站,尽管’前提条件。不能确保网站实际生成可以转化为销售量的查询,否则又有什么用呢?
    您最好将一辆全新的宝马停在地下车库中,没人会看到。

    没有用

    In the same vein, with 社交媒体 i have been observing and learning.
    什么 I found is that 对于 most part, companies learning about 社交媒体 from the so called 专家.. just don’没办法,它的方式太多了,信息过载。在培训之后的大多数时间里,他们只剩下去想图和处理所学内容。

    而且您知道接下来会发生什么吗?

    他们开始使用它来转储特价商品,并开始在每个Facebook更新,推文和博客文章上出售。

    我一直在阅读复制博客
    – All eight courses above 和 bought premise (buy the way the education section is worth more than the product…sage advice) ,
    Problogger和社交触发器,
    加入了alistbloggerbootcamp.com
    和我 am still learning and digesting and deepening my understanding.

    毕竟,我了解到“social media”只是营销的外部边缘。

    如果你 don know what copy writing is,
    或通过许可营销建立清单,
    或具有一些营销知识并了解客户的需求,
    “then you cant possibly educate people properly on how to use 社交媒体 in their business.”

    索尼亚 once again excellent post, too many businesses have been taken 对于 a ride on hype and ignorance.

  57. I recently approached a Facebook friend who is doing a content management 工具 对于 Twitter. His clients are “social media 专家”为客户提供咨询的类型。我问了最重要的领导问题。“您知道如何使用Facebook和Twitter创建目标受众吗?”. And “你们提供这项服务吗?”。第一个问题的答案是肯定的,第二个问题的答案是肯定的。建立目标受众需要花费大量时间和精力,并且需要大量的咨询费用预算。

    I started a website about a year ago, with the aim to learn about 社交媒体, Internet marketing, SEO, etc. Initially, I got visitor traffic to my site from Facebook which was good 对于 Google to credit my site with that. At the same time, I embarked on building backlinks. Today, 80% of my traffic comes from search engines. My 社交媒体 effort is not yielding visitors to my site because 我不’没有针对性的人群。搜索引擎流量具有高度的针对性,因为他们正在通过搜索关键字来寻找主题。

    Even if I had the budget 对于 a 社交媒体 专家, finding that 0.5% is like finding a needle in a haystack.

  58. Established and known businesses with competition must resort to advertising and 社交媒体, otherwise they lose out to their competitors. Companies typically farm out their marketing, promotional and advertising campaigns to the “experts”.

    我认为Google AdWords(例如)是宣传我的业务的一种出色且专业的方法,尽管由于竞争而价格不菲。使用AdWords后,我知道这是一种可靠且值得信赖的方法。而且我知道广告联盟(Google)是可信任的实体。

    As I try to leverage 社交媒体, not as an established company but as an upstart trying to gain traction, it is a challenge. It is hard to build a 社交媒体 base of targeted people. Rather than to learn about 社交媒体 from self-proclaimed 专家 who are eager and willing to teach you in exchange 对于 training fees, I am thinking I need to hire a 社交媒体 专家 to execute the 社交媒体 campaign 对于 me.

    Finding 小丑 along the way is not confined to 社交媒体. I also find them in SEO 和我nternet Marketing circles.

    • 首先阅读我的免费建议博客,看看是否可以自己完成。记住要在@melaniehetfield的推文中打个招呼,并且您来自本博客,收到的每条推文都会收到回复,这将对您有帮助。
      梅尔x

  59. 喜欢这个–即使几个月后我偶然发现了它!我唯一的问题是错字[可以’t help it, I’一个文案作家!]:如何进入0.5%
    感谢您的阅读–并看一下数字时代营销的重要组成部分!

  60. Loved the commends and blog 文章, what does make anyone an 专家 in Social Media would all come down to the results they get 对于 you as a company. “社交媒体关系并不能取代稳固的营销策略,而是可以扩大它。” is quite right, Social Media is a 工具 that should be used to compliment already current marketing techniques and provide extra Customer Service support to it’s clients.

    许多‘experts’集中质量跟踪,但查看结果时,以下跟踪不会增加价值。您’ll mainly find they’一直为追随者付费,每天支付5个帖子,仅此而已,这是不利的。

    关键字搜索,人际互动,客户服务和循环营销广告是使社交媒体为您服务的一些方式(如果您不这样做的话)’没有时间自己做这件事,无论是因为您在发展业务的其他方面,还是因为您的生意很好而且规模很大’再去高尔夫球场,那么社交媒体管理计划将是一个好主意。社交媒体不是’不会消失,因此必须长期使用。

    像蜘蛛网一样成像,您是蜘蛛,却没有建立网…你抓不到苍蝇,你饿了!您学习并在角落建立了网络,但是您’因为你认为它很小’足以赶上‘a fly’, but you’我忘了明天要吃什么。网络需要发展,这不仅需要在社交媒体上实现,‘today’s sales’但也用于未来的销售。您必须长期考虑!许多开始使用社交媒体的人会在第一年就停下来’看不到结果,还是他们没有’建了更大的网站?

    我问我所有新客户的问题,您是全球客户吗?社交媒体为您提供了走向全球的平台,它’s a ‘big web’最重要的是,如果您自己进行管理,’每天只花很少的时间。

    可以找到使我的客户帐户和我的客户帐户受益的方法‘free’ on my blog. http://hetfieldservices.wordpress.com/2009/09/11/twitter-advertising/

  61. 社交媒体是个流行语,“ordinary”人们很难缠头。我完全同意以下内容:“90% of websites are wretched. 90% of Facebook pages are wretched. 90% of 内容营销 程式 are wretched. 90% of 社交媒体-based customer support is wretched.” It really is consumer beware and do your research before you hire that 社交媒体 专家!

  62. 当场现货!

    Daily I have so called 社交媒体 专家 contact me in direct messages, fantastic websites; small 社交媒体 sites, which speaks volumes when it comes to being an 专家. The reason they private message me, is they want to know how I managed to get so many followers, picking brains to support they lack of knowledge in the business where they are calling themselves 社交媒体 专家.

    我不’t like the term 专家, there are too many of them, from the start of my 鸣叫ing career I’ve called myself a Professional 鸣叫er and Social Media Manager as that is what I do I manage Company Social Media accounts as if I was the company, giving the 人情味 and drawing in sales 对于 the companies.

    你的评论 ‘我个人赞成让付我钱的人开心’ is what it should all be about, supporting the customer and using 社交媒体 to draw people into where the sales take place and being there 对于 answering customer queries.

    那里 are 3 things that I have always worked by which works across all social networks:

    聊天室
    与其他人互动’s messages
    跟着回来

    使社交网络失败的因素:
    垃圾邮件
    只专注于你想给的东西
    查看关键字,然后在看到关键字时向其发送垃圾邮件

    我不同意所有这些定价高昂的社交媒体会议,伦敦的一些门票价格超过1000英镑,由‘large companies’ how they are making 社交媒体 work 对于 them; they invest lots of money in TV and Radio advertising. For the little companies struggling to make ends meet at the end of each month, you do not need these big seminars. 那里 is advice out there from genuine bloggers that are using 社交媒体 without the cost of big conferences.

    Twitter, Facebook, LinkedIn and many of the 社交媒体 websites are 自由 and should be used in self promotion. Self promotion isn’只是谈论自己’关于建立关于您,您的业务和所提供服务的信誉。只是很多广告是’t building credibility, the customers you build via your 社交媒体 want to know that you are there 对于 them that of they have a query, you’重新互动。

    还有人性的一面,公司在培训中教他们的销售团队。一世’几年前,我曾在英国天然气(能源中心)工作,在销售,账单和客户投诉方面都曾在英国电信工作,每次培训课程‘the human side’ of the trainings were always encouraged. 什么 is 人的一面? It’俗话说“你好”,问一个随机的问题或评论,让你想出售的人知道你对他们感兴趣。这都儿一样‘human touch’ should be in your 社交媒体 to build up your credibility as a trusted company who is there to answer queries, with a 人情味!

    我听到有人说‘But 我不’t have time to be social on my 社交媒体 website, I just want sales and people to come to my website’. …。信誉的点已错过!如果你不这样做’t take just half an hour of your time a day to support your 社交媒体, it won’t work 对于 you. 如果你 are a big enough company and already have a team 加工 对于 you, then include the social bit just half an hour into their daily routine. It can make the difference to your 社交媒体.

    我的青铜包装上有一个帐户,我只在其中找到关键字跟随,他们只会发送广告。在我开始开采后不久,我从零开始了他们的帐户,但是因为他们没有’花时间进行互动,他们在Twitter上仅用了3年时间就吸引了2万名追随者,在另一个客户帐户上进行互动,聊天,转推等类似的软件包,在短短的一年内就赶上了他们。如您所见,我的帐户已经超过了。 @MelanieHetfield和@hetfieldservice

    我不’t buy followers, a simple process of follow first using keyword searches will build a good 社交媒体 platform where you will have a growing number of clients is you apply my 3 rules, chat, interact (retweet people, they could use your help too!) and followback!

    没有的帐户’没有跟进,但有成千上万的追随者,但没有’跟随者以某种方式为他们的跟随者付费,您会在节目中看到他们’例如Twiends,youlikehits和许多其他销售追随者的人,但他们是真正的追随者,还是只是想通过取别人所付的积分来吸引更多的追随者?这是否会使您拥有更多的关注者并仅关注少数几个想要的人看起来更重要?我会说不,这表明他们只是在吸引人们听他们所说的话方面很有趣。

    Wikinomics is a way 对于ward 对于 small businesses, back to the old times when you had support of others in the community. Use your 社交媒体 in this way and you will succeed not only in your 社交媒体, but also your businesses will grow.

    有关Tweeting和Social Media的免费提示和建议,请访问我的wordpress博客hetfieldservices。唐’除非你真的有天堂’t got the time, if you use a 社交媒体 company check them out first. Google search them make sure they are what they say they are!

    为了您的成功!

    梅尔x

  63. 嗨,索尼娅!我爱“Sonia’法则:无所顾忌” —如此真实。我想补充一下您对销售唐的看法’照顾社会和社会不’照顾销售。我们一直在努力帮助我们的小型企业了解这一点。 http://www.thinkbigonline.com.au/why-twitter-facebook-and-google-are-must-haves-in-your-seo-arsenal/ 我们常说“即使您的母亲爱您,她仍然希望您能打电话和努力。”仅仅因为喜欢某产品不会’不是说你不应该’t schmooze. Our small businesses have often been avoiding 社交媒体 like the plague. I shall be sharing 索尼亚’s法在我们的下一个客户见面!

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