Can you tell the difference between real marketers and those who play marketers in the blogosphere and Twitterverse? For many, identifying valuable resources in the ever-growing clutter is becoming even more of a challenge. I'd be lying if I said that I didn't read 10 blog posts a day without questioning whether the author was a hypocrite, guru or a hack (in some cases all three). While my first inclination is to engage in a discussion with the author in an effort to pull back the curtain and reveal the truth, better judgement kicks in.
Whether bloggers want to admit it or not, the growing participation is breeding some serious competition. It's also causing some to spit fire in the direction of others in an attempt to separate the proven from the wannabe's. While I agree that the rise of "social media experts and gurus" have watered down the quality of content being consumed, it does also have it's place. Sometimes the most brilliant ideas come from people with the least experience. I probably wouldn't hire them to work at Digital Influence Group for the same reasons that Peter Shankman lists in his Business Insider contribution yesterday, "Why I will never, ever hire a social media expert," but after the dust settles, there is a place for the hypocrites, guru's and hacks.
Members of the marketing community have become very critical of each other. It's nothing new, as everyone is looking to establish their place in the world. I'm as guilty of this behavior as anyone. One blogger I've been reading for quite some time will frequently flip flop on opinions and just a few years ago felt "social media is stupid and a passing fad." Now it's the basis of their content and paying the bills. It's hard not too be irritated by this, but if social media, blogs and twitter are about sharing opinions, it's fair to assume that opinions change and people can be influenced by compelling arguments.
The Social Media bubble is certainly swelling, but not in the way that the dot.com era did. While the noise is at millions of decibels, the fallout when the bubble bursts will have less impact on the economy than the dot.bomb. The reality is that thousands of "social media experts and gurus" will now be forced to get a job and put action behind their words. The smart ones will be picked up and drive marketing innovation forward. Most of them will come from Marketing, Advertising or PR backgrounds and real experience. The Pinnochio's will move on to the next movement and whether we want to admit it or not, will probably be just as successful.
In the meantime, glean what you can from the bloggers you read, but never follow word for word the advice. It's up to you to do your due diligence and determine whether your dealing with a hypocrite, guru or hack and what value they offer you. You'll never agree with everything a person says, and if you do, then you might want to reevaluate your career choice. The reality is, no one is always right and their content is not always brilliant. Be an objective participant, not a fanboy of Chris Brogan, Brian Solis and Amber Naslund (all people I respect for their intelligence, but do not blindly follow). If you don't agree or have a differing opinion, than engage in a dialogue with smart questions.
Trying to prove people wrong, or prove that you're right, is a difficult battle to wage. Especially when you approach it the way that commenter Richard Milton did in his response to Shankman's Business Insider article. At least come to the battle armed and read the opinion with which you so vehemently disagree.
