10 Skills of the Ultimate Social Media Marketing Monster

FeldmanCreative
Barry Feldman President, Feldman Creative

Posted on August 4th 2013

10 Skills of the Ultimate Social Media Marketing Monster

ImageThe world's greatest social media marketer has objectives and strategies. They're documented—on a spreadsheet—or on some social platform where her peers can collaborate.

She understands the whole analytics and metrics thing that matters to the bean counters. Another spreadsheet? You'd better believe it.

Social media blog feeds feed her a daily dose of updates because she knows some genius somewhere updated a social media network with a new feature while she was sleeping.

She can even tell you how many pixels tall and wide your profile pics need to be. Yep, she keeps all this on a spreadsheet—in the cloud, of course.

You too can master such things. But they won't make you the world's greatest social media marketer. In fact, you may remain amazingly mediocre.

The world's greatest social media marketer possesses more meaningful skills.

1. The world's greatest social media marketer is a great listener.

You get this by now, right? Social media masters are in it to build relationships. What do you call someone you have a relationship with? A friend? And what do friends do for each other? They listen. They don't jump to conclusions. They ask more questions. And then they listen some more. Offline or online, you need to listen.

2. The world's greatest social media marketer doesn't try so hard to be a marketer.

A funny thing about social media is that it's social. Your marketing maven hasn't forgotten there are business reasons for doing what she does online, but she recognizes that the direct-response mentality of yesteryear is sure to backfire. So she refrains from allowing a lead generation agenda to drive her behavior. She's a nurturer and aims to be as helpful as she possibly can.

3. The world's greatest social media marketer loves to share.

Oh, sure, she has a mind of her own; and, when the time is right, ideas and opinions will spring from it. However, the world's greatest social media marketer is humble and generous. She not only recognizes the remarkable value industry influencers provide but also understands the value of recognizing their contributions. So one of the most significant contributions she makes is to share the best work of experts.

4. The world's greatest social media marketer is extremely responsive.

A great social media marketer mediates. She doesn't think of a social medium as a broadcast channel. She thinks of it as a channel for interacting. Clicking "Tweet" or any status update button isn't the end; it's the beginning. Whatever the content of the update might be, the goal is to engage. So she'll know (and appreciate) when a reader has a comment or question, and she'll quickly respond.

5. The world's greatest social media marketer has no pretenses.

The great ones don't use the Internet as a veil. They're as unpretentious as can be. Sincere. Genuine. Honest. They simply are themselves. You can pretend to be someone you're not, but not for long.

6. The world's greatest social media marketer doesn't just follow.

There's no wing in the social media hall of fame for those with the biggest number of followers. Having the most followers also doesn't factor like you might think it does. Your social media superstar is a leader. She's identified her niche and dedicated herself to it, and she acts like a leader by setting an agenda, empowering people, and building a tribe of professionals connected by a common goal.

7. The world's greatest social media marketer is patient.

No one likes the pushy socialite. Track down the social media marketer you hold in high regard and ask her how she scaled such heights. She may or may not tell you "by building one relationship at a time," but she definitely won't deny that the path to social media marketing success takes time.

8. The world's greatest social media marketer can write.

She recognizes (1) the social media space is a noisefest of the highest order and (2) hers is not the first or last word on any topic. But she manages to stand out and to connect with readers because she has a way with words. Her writing is concise, but provocative. She's bold and confident, but humble and open-minded. She takes what she does seriously, but she has a sense of humor.

9. The world's greatest social media marketer knows news.

Her content has a nice balance to it. She makes news when she can, but she also acts as a curator—that is, she redistributes worthwhile news. She presents the good and the bad. Sometimes, she's on top of a breaking story. Sometimes she goes back to basics. But she's always topical and never predictable.

10. The world's greatest social media marketer doesn't depend solely on social media.

She doesn't just troll websites. She understands that real relationships can't be based on little blue thumb-up icons. So she engages peers, partners, prospects, and customers (or anyone she can help), with old-fashioned tools such as the telephone, email, and real mail. She knows what networking meant before we had social media networks. So the world's greatest social media marketer won't claim you can really connect with someone by clicking. She'll explain that you click with someone when you make a true connection.

You didn't just indulge me for nearly 900 words for nothing. You want to be great at social media marketing. So try applying these concepts right now. Engage with me here.

Oh, and guys, men can aspire to be great social media marketers, too. I gave the hero of our story a female persona because women are better listeners. (If you haven't seen this hilarious video about this manly flaw, check out "It's Not About the Nail.")

FeldmanCreative

Barry Feldman

President, Feldman Creative

Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry authors "Content Marketing Minds" here at Social Media Today and has recently been named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. 

Barry recently released a comprehensive strategic workbook "The Planner for Growing Your Business with Effective Online Marketing." If you would like a piece of his mind, visit Feldman Creative and his blog, The Point. Find Barry on Google+.

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Comments

ShawnaActually
Posted on August 4th 2013 at 5:14PM

I love the "Clicking "Tweet" or any status update button isn't the end; it's the beginning." comment. It encapsulates the idea that social media and doing it well is not about the post but what happens around the post. What did you read, do or see to inspire your post, did you give credit if credit was due, did you add your opinion, when someone adds their thoughts do you engage them in coversation, did you pose questions for discussion? That's where the connections are made - not in the post but in the conversation around the posts. 

sheetal sharma
Posted on August 6th 2013 at 10:49AM

Loved your article Barrt! The simplicity and applicability of your post is tremendous, this is must read for all the marketers in the social media space so as to function better and efficiently.

 

FerrisAgain
Posted on August 8th 2013 at 6:40PM

This is great! Definitely sharing. My favorite lines, "Your marketing maven hasn't forgotten there are business reasons for doing what she does online, but she recognizes that the direct-response mentality of yesteryear is sure to backfire. So she refrains from allowing a lead generation agenda to drive her behavior." Very well-written. 

BeeSocial
Posted on August 8th 2013 at 9:34PM

This is a great article and we will be sharing it with all clients and prospects so they are 'scared, very, very scared' about the monster that lurks within our team of social media experts.

Seriously, it's truly hits the nail on the head as far as we at BeeSocialSmart are concerned. We love what we do for all the reasons you outline - listening, chatting, sharing, being inspired and hopefully inspiring others.

Love the article Bart, it's a must read for social media marketers and any business that genuinely need to understand that social media is so much more than they ever imagined. Thanks for the post.

FeldmanCreative
Posted on August 10th 2013 at 3:09AM

Flattered y'all. Thanks so much for the feedback and shares. Barry (two r's, one y, no t's)

TomiAnderson
Posted on August 13th 2013 at 1:36PM

Excellent article with some very valuable insights and great reminders.

And I must say, I love that you referenced "It's Not About the Nail."

MichelleMaxwell
Posted on September 18th 2013 at 1:12AM

Couldn't agree more that it takes more than clicking on a like button to connect. You must engage with people and not just listen but listen with empathy. Thanks so much for sharing this article :)