You lost your job? You have some experience marketing? Thinking about becoming a new media marketing consultant? You have a Twitter or Facebook account? Social media is big right now, is it not? You could be a social media consultant!
Better yet... times are rough, so your company needs to work on new marketing angles? Some of your younger employees are real whizzes with Youtube and Facebook? You have heard that Zappos, Southwest, and Burger King are doing social media, right? You could totally put those kids in charge of your new social media campaign!
No, without the experience, you probably could not be a social media consultant, and please do not put those kids in charge of your company's new media marketing campaign. At least read Businessweek's 5 social media myths and make sure you're not buying into the sizzle first.
I applaud people trying to work on their marketing chops and trying to figure out how to use social media for business purposes, but there is a big difference between social media marketing and what I will call "non-social media marketing." As well, there are many different kinds of social media consultants: technical, creative, crossover, engagement, viral, and on, and on.
Social media has a love/hate relationship with the marketing world. Some of us believe that there is great potential, and we just have not figured out exactly how to transfer that potential to every industry, product, or service. Others of us believe it is just a fad, a buzzword, and that only the inexperienced or the dumb are jumping on that bandwagon.
I tend to be in the former camp, but I am also of the opinion that social media is simply another tool set to use in tandem with other types of marketing. It will not replace non-social media marketing. I mean, only 56% of Americans check their email on a daily basis, but what percentage of people in all developed countries watch TV, read newspapers, listen to the radio, receive mail, or even see billboards on a daily basis? Wouldn't a comprehensive plan, including both social and non-social media help you reach the largest number of people?
When we talk with clients about marketing campaigns, we make plans around what will draw offline customers online or vice-versa. Can we email a coupon to potential clients and get them to bring a printed version to our shop? Or, how about, can we mail them a postcard that tells them about a special drawing we're holding for people who submit the best idea to our blog?
This brings me to why you should not ask those whiz kids, as smart as they might be, to help you get a social media marketing campaign going. They might have tons of friends on Myspace, but they have never asked those friends to buy anything from them, have they?
As well, have you checked their Twitter histories to see if they pop off with comments that are inappropriate for business? I'm not saying that it is bad for people to be open on the internet or that individuals should censor themselves, but you want to keep a certain image of your company, right?
Social media consultants are paid to achieve your goals in a professional manner. They have experience, are creative, and know how to leverage online media to turn your website visitors into increased store visits, more phone calls, or increased orders, but they also need to weave non-social media marketing into the work they do for you.
I know that this sounds like a shameless plug for social media consultants, but honestly, it does not cost you anything, but a bit of time, to get one or two of them on the phone and see if their ideas gel with your company's plans. Or, if you are looking at becoming a consultant, why not email or call one that looks pretty reputable and pick his/her brain?
Everyday, you will hear the same refrain "due to this economy... etc, etc, etc." Well, if things are getting worse and the pie is shrinking, why not see if someone can help you grab a larger slice so that, when the pie grows again, you'll be set for even greater revenues. It's a win-win for you and your potential consultant. But, remember to not be fooled by hype about social media solving your problems. In many cases it needs to come along with a healthy dose of non-social media marketing and real world metrics.
