How to Spot Social-Media Snake Oil
A Few Tips for Spotting It in the Wild
Recently my colleague Peter Kim and I found ourselves in close contact with a "social media expert." The problem was this expert was sucking in the feed of my blog without permission and attribution and had more holes in his resume than a slice of Swiss cheese. So how do you separate the social-media snake oil from the vinegar? It's not easy, but here's a few pointers:
- My last job was selling junk bonds. As I mentioned in social media's dirty little secrets, there's a bandwagon to be jumped on. As you do background checks around the people you choose to partner with in social business, you should be able to see ties from the past to what they are doing now. Has this person been working in community- or internet-related fields? That's a good sign. Was this person selling pre-paid calling cards? Maybe not so good. There are no hard rules here, but some previous positions transfer better than others. Use common sense.
- I'm an expert, just see the testimonials. Actually there really isn't anything wrong with self-identifying yourself as an expert in a field or including things people said about you. However, it's up to you to leverage tools like Google, LinkedIn, etc., to see what others have said or investigate further -- don't just take them at their word.
- I can guarantee you X number of followers. Anyone who starts their pitch by promising friends, followers, or even positive word of mouth is suspicious. This tells you they're looking to "sell you" a quick fix, which is probably in response to people placing such a big emphasis on metrics such as this. A social way of doing business is often a slow burn with complex problems that need to be addressed. There are no silver bullets in an industry built on connections, relationships and the direct empowerment of citizens.
- Social media will save you. No it won't. Anyone framing social media as the solution to the world's problems is either drinking Koolaid or looking to make a buck. That said, the prospect of doing business in a socially calibrated fashion is bigger than a new communication channel, it's a shift that's causing changes. However, never confuse shift with salvation.
- Build it and they will socialize. Be wary of anyone selling a point solution that promises instant social interactions, conversations, collaboration, etc. Many businesses fail because they were built at the wrong time, in the wrong place or with the wrong tools. Any respectable practitioner will try to investigate where fertile ground is before building anything -- and will tell you if there isn't any.
Bottom line, there's unfortunately a short-term business model for hucksters out to make a buck at your expense. That's because the field is still young and there isn't much that's been established -- it's a bit of a Wild West scenario. This, ironically, is the period in time when the snake oil salesmen thrived.
~ ~ ~
David Armano is a senior partner Dachis Group, a social business consultancy. You can follow more of his thoughts at DavidArmano.com, where this post originally appeared, or on his Twitter feed.
RSS Feed›› DigitalNext
Most Recent Posts 
- Google, This Side of $100 Billion
- We're Raising Superheroes, So Can You
- Sorry Rupert, News Content Is Not a Google Killer
- Tipsy Turkey Brought to You by Georgi Vodka
- AOL Kicks Running Man Out Of Bed
- 'Giving Thanks': Helping the Hungry
- More Asians in TV Spots? It's About Time
- Is the Promise of Viral Success Holding the Ad Industry Back?
- JC Penney's 'Doghouse' Returns
- Autism Speaks Hosts Chicago Fundraiser
- The Invisible Hand of Agency Culture
- Buffalo Soldiers Wings & Things
- Publicis' 'Boost' Wins Create for a Cause Contest
- A DigitalNext Challenge: What's Your Favorite Consumer Mobile Application?
- BCS Enters Twitter: Beat Down Like Notre Dame in a Bowl Game
White Paper
The New Female Consumer: The Rise of the Real Mom
This Advertising Age and JWT white paper explores what multiple generations of American women want when it comes to family, work and life in the 21st century, decades after the women's liberation movement.
Bob Garfield
Verizon Exiles IPhone to Island of Misfit Toys for the Holidays
Too-Cool Apple Now Finding Itself on the Receiving End of Competitor Ridicule
Special Report
America's Hottest Brands
Advertising Age Honors the Top Brands of the Year -- and the Brains Behind Them
3 Minute Ad Age Video
Wal-Mart CMO Defends Private-Label Brand Expansion
Cites 'Pay-Check Cycle' Customers Who Don't Eat at Month's End
Special Report
Marketer of the Year: Hyundai
The carmaker won handily in our reader poll, besting Walmart, McDonald's, Lego and Amazon
Ad Age Video
Eddie Murphy's Long-Term Effect on Ad Agency Diversity
The Video Story of Dallas' Marcus Graham Project
Weekly Online Poll
Will small digital-production shops working directly with clients turn big digital agencies into unnecessary middlemen?
White Paper: 2010 America
What the 2010 Census Means for Marketing and Advertising
2010 America explains what you need to know about the biggest consumer market-research project of the decade: the 2010 U.S. census. Demographics expert Peter Francese, author of this highly readable Ad Age white paper, analyzes what the census will reveal about the changing face of consumers.
Most Read Most E-Mailed
Most Read Most E-mailed
Be part of the celebration at The Ad Age Media Mavens Awards Luncheon
Sponsored by ESPN. Join the world's leading media strategists for a celebration of creative thinking, innovation and a look at how the best are preparing for 2010. More
(What is RSS?)
- Does s/he offer to conduct your social media for you?
- Does s/he never say "I don't know but I'll find out?"
- Watch how s/he uses social media. Does s/he talk mostly about social media?
This made my day and made me LMAOROFL. The Chart is da BEST!
I do have correction to the chart. Replace the Banker with Used Car Sales Person and move the Lawyer closer to the Social Media Expert.
Certified Tweet.
Bill
http://GotFreeBusinessCards.com
I somewhat disagree about point 1. I see where you are coming from, if someone has a background with websites, etc. but there are people who understand communication, networking, marketing both from the view of a customer/ consumer and as a business. I would not consider myself a social media expert, because there are things changing all the time. I feel that I understand the power of social media and how a business, brand or personal can use it to build a base and more from there. I don't have a background in wed anything. I have a background in marketing and retail, I understand people and relationships. I enjoy networking, websites and because of that understand social media and the strategy behind it. On point number 2. that's where people understand who I am, where I want to go and how I want to do it. Talking with me, many people understand and see that I understand social media. I have read many books on social media and how it relates to business. People believe that I have passion, drive and understanding of social media. I agree 100% with point 3. I'm not in the business to make a quick buck or sell you on numbers. Even if you can get 10,000 followers that does not mean anything. Are they going to bring anything to the table that has anything to do with what you need/want and/or are looking for? You want quality not quantity, eventually both. On point 4 I go very back and forth. I believe that ten years ago having a very middle of the road website you could get away with, but now you can't. I believe the same will be true about social media. It makes you look dated or worse, that you don't want to listen or connect with your customers, consumers and/ or clients. What does that say about your business or brand? Nothing good. You have to be findable, accessible and transparent. Also, just because you have an account on Twitter or Facebook is great, but you have to be using them, actively. I again agree with you 100% on point 5. Just because you are there does not guarantee that people will flock and be excited and talk it up and so on so forth. It takes planning, it takes strategy and it takes time. I agree that timing is everything and that's very true about social media. With social media it's about being different, being fun and being real. Be a resource, a voice, a way to educate someone, don't try to sell your products or services. People want to connect with others who want to connect. Rome was not built in a day, social media is very much the same
I somewhat disagree about point 1. I see where you are coming from, if someone has a background with websites, etc. but there are people who understand communication, networking, marketing both from the view of a customer/ consumer and as a business. I would not consider myself a social media expert, because there are things changing all the time. I feel that I understand the power of social media and how a business, brand or personal can use it to build a base and more from there. I don't have a background in wed anything. I have a background in marketing and retail, I understand people and relationships. I enjoy networking, websites and because of that understand social media and the strategy behind it. On point number 2. that's where people understand who I am, where I want to go and how I want to do it. Talking with me, many people understand and see that I understand social media. I have read many books on social media and how it relates to business. People believe that I have passion, drive and understanding of social media. I agree 100% with point 3. I'm not in the business to make a quick buck or sell you on numbers. Even if you can get 10,000 followers that does not mean anything. Are they going to bring anything to the table that has anything to do with what you need/want and/or are looking for? You want quality not quantity, eventually both. On point 4 I go very back and forth. I believe that ten years ago having a very middle of the road website you could get away with, but now you can't. I believe the same will be true about social media. It makes you look dated or worse, that you don't want to listen or connect with your customers, consumers and/ or clients. What does that say about your business or brand? Nothing good. You have to be findable, accessible and transparent. Also, just because you have an account on Twitter or Facebook is great, but you have to be using them, actively. I again agree with you 100% on point 5. Just because you are there does not guarantee that people will flock and be excited and talk it up and so on so forth. It takes planning, it takes strategy and it takes time. I agree that timing is everything and that's very true about social media. With social media it's about being different, being fun and being real. Be a resource, a voice, a way to educate someone, don't try to sell your products or services. People want to connect with others who want to connect. Rome was not built in a day.
One of my clients just shared a proposal with me this a.m. from one so called experts and I have to say is...
Shame on you!
Social marketing is a tool, which has its place in an overall integrated marketing strategy, and is not the only answer as this "expert" pitched my client.
Thanks for the thought leadership.
Mark Allen Roberts
www.nosmokeandmirrors.com
http://weplayintraffic.com/2009/08/26/is-your-retail-brand-being-hijacked-on-twitter/
In my opinion a background in the specific industry, it's particularities and how business is done is as valuable as know how of the latest and hottest gadget or tool promising ten thousand Twitter followers in a day or some other hokey. Eventually the cream will rise to the top, in the meantime the waters are infested with all kinds of strange creatures looking for easy prey.
Using common business sense both in the selection of consultants, agencies and advisers and then following that careful selection, in the use of the many tools available to participate in the social web should be the sensible way to go.
The social media lure of "lightning quick results" masks the reality that this industry is rappidly changing and most likely will evolve into a yet to be determined element of marketing.
Slow and steady wins the race.
http://www,.proudtoliveinamerica.com
I am one of the biggest social media critics when it comes to advertising. Fact is social media is great for people, can harm and help brands, but it is not an advertising platform. And when companies like USocial allow you to BUY friends and comments etc that is just false metrics. Granted much of advertising is warm and fuzzy voodoo. But still there is a difference between outright deception and massaging things a bit.
The best way for brands to leverage social media is for listening purposes to improve customer service and their products. It is fine to have a presence where interested people can at least go to in the social space but you already have a website right? And if you use push advertising using behavioral targeting to invade peoples private conversations and space you risk pissing off people.
As for the experts...well they are very biased because they want to get paid or keep their jobs!
Social Media is not simply about being present. It's about participating. If you show up at a cover-dish supper and don't speak to anyone the entire evening, you look a little strange. Organizations have a big task ahead of them as they sort out their social media policies. Granted, it's not easy. But non-participation will quickly have them behind the curve.
As for behavioral targeting. non-invasive opt-in initiatives like Facebook Connect, Open Stream and Google Wave will ultimately enhance user experience as the ads users see become specifically tailored to the things they like, and as unwanted advertisers - and snake oil salespeople - begin to fall away.
http://www.weejeemedia.com
I do think there are a fair amount of people out there who are fake/untrue experts, but frankly, shame on marketers for being so ignorant in the space to not be able to spot the difference. If you get taken by a snake oil salesman, it's your own fault. You could read "the new rules of PR and marketing" and be able to reasonably tell the difference.
However, I feel this backlash is a bit undeserved, because I feel it makes people skeptical of ALL social media ninjas (I continue to say ninja, the way PR departments say Storyteller or Kevin Karroll, Nike Innovator, was allowed to be called Katalyst, creative job titles aren't uncommon or unprofessional...).
There are many of us who spend countless hours scouring websites: social and otherwise, to help build truly strategic, meaningful and effective digital strategies that do in fact include platforms such as twitter and facebook. This doesn't make us snake oil salesmen, it makes us willing to recognize that 97% of people under the age of 24 EMBRACE digital and social technology.
If you want to stick with print, recognize that the print INDUSTRY is dying, you know this. If you want to say we'll all return to TV, then recognize that Hulu and other sites are gaining traffic and that converged technologies are going to take over. Just wait until U-Verse and the iPhone start working.
Maybe you don't buy social media experts, but I can guarantee you that your traditional models aren't sustainable. There are many missed opportunities and maybe you don't want to listen to a so called expert in social media, BUT, millions of consumers post all kinds of crap about YOUR clients everyday... You could join in the conversation, or you continue thinking your killer creative TV spot is sufficient.
Best of luck,
Adam Dyer
Adam@blackboxstrategy.net
I suppose if someone falls for this kind of malarkey, it's their own fault for not doing more homework.
People never cease to amaze me.
It seems like from many of the comments above, a social media expert will have a solid foundation of Internet marketing experience that he or she can show for...not just self promotion on twitter!
Kayvan Mott
http://infinitecomm.net