A quick search this morning for 'Social Media Expert' reveals 49,200,000 results on Google. All of those results won't be individual experts, but we all know that the Internet is awash with people who can help you to 'maximise profits' through the medium. Everyone's a Social Media guru or expert these days, despite the fact that only a tiny handful actually run a thriving Social Networking website.
So, what qualifies someone to call themselves a 'Social Media expert' and what questions should you ask before hiring them?
The first point to consider is whether you need a Social Media expert in the first place. Indeed, what is it about this 'new' media that requires expertise at all?
The perception amongst most people, businesses and brands using Social Media is that it is a Marketing tool. After all, why wouldn't you want to jump on the bandwagon when literally millions of people could see your fabulous marketing messages? Surely they are just clamouring to hear what you say?
Well, sorry to disappoint - they're not. If anything, on Social Networking sites people are doing their best to avoid your marketing messages.
Social Media purists will tell you that if you use sites such as Facebook, Twitter, LinkedIn or even niche networks like IFA Life to communicate a message to a target market with an end goal in mind, then you are marketing. And marketing is the one thing you shouldn't be doing on social networking sites because most people don't 'like' it.
Harsh that may be, but there's a clue in the title - 'Social'.
We've all heard the expression 'People buy People'. It's as true today as it has ever been, and because of that many brands are scared; scared that consumers might just be more attracted to other people and what they have to say about a product than a brand that's had millions of dollars invested in it over many years.
They're scared because just one person on Twitter could do colossal damage to the image and reputation of a brand or product.
The truth is, people buy people online just as much as they do face to face, and when an individual has a character and reputation online that is both attractive and compelling, then people will come back to that person time and time again to hear what they have to say. And guess what, if that person has something to sell (just as we all do) their personality alone will often be enough to sell their product or service with little if any marketing at all.
So successful users of Social Media sell nothing other than themselves. And they do it by simply being themselves.
Over many years of speaking at conferences on Marketing, I've had the pleasure of listening to thousands of other business speakers. I've attended sales meetings and conventions and breakout sessions and keynotes and the message has always been the same - differentiate or die. And so back to the Marketing Department we go for inspiration - yet the true inspiration and differentiator of a business is right under the company nose - its people.
Every one of us is unique. Every one of us has been shaped by forces from birth to create a truly unique and special individual, and it is that uniqueness which is irresistible to other people. To be successful with Social Media you don't have to be charismatic, magnetic or charming - you just have to be yourself.
So if you are looking for expertise in Social Media, look no further than yourself. You already have the magic ingredient that will get you, your brand, your product and your service noticed. It's embedded deep inside your psyche.
But I suspect that many readers are looking for something more than that. Let's be honest - Social Media is an incredible opportunity to get your message 'out there' and there are indeed 'experts' who can help you to make the most of your differentiation. So in Part Two we'll look at what characteristics to look for when choosing someone to help boost your profile online, enhance your reputation and build the perception of your professional credibility.