Hoofdstuk 12 Handboek Online Marketing: 9 vormen van ‘social media expert’-zijn:

Zoals bekend kijk ik kritisch naar iedereen die zich out-of-the-blue ‘Social media expert’ noemt. Daarom spreek ik ook over de Zin en Onzin van Social media omdat er nog veel wordt nagepraat, gebabbelt maar te weinig hard wordt gemaakt op basis van eigen succescases.

Hieronder 9 vormen van ‘social media expert’-zijn:

  • 1 The Pretender – This is the person who everyone loves to hate. The newly arrived and minted “expert” who has barely used any tools beyond Facebook and Twitter, has hardly any friends or followers, and bases most of their thinking on what they just read from the dozen or so social media “gurus” who frequently share free advice on their blogs.
  • 2 The Trainer/Teacher – Being a great teacher is a gift and not many people truly have it. If you are a natural trainer or teacher, you have the ability to make complex ideas that are part of social media easy to understand. After listening to your direction, someone new to using the tools and thinking about social media will feel dramatically more comfortable using the tools and (most importantly) why they should even bother.
  • 3 The Professional Speaker – Popular sentiment is to treat these people as the biggest blowhards in the industry because they get up on stage and get paid to talk about social media. It is the existence of this type of expert, however, that often creates the inspiration and excitement about social media as a whole. Once again, not everyone is necessarily good at taking this role – but listening to a great speaker about social media can create a real impact across the entire industry. Speakers may be the rising tide that can lift everyone else’s boats in the entire industry.
  • 4 The Content Curator – I have blogged at length about how I believe content curators will be among one of the most important social media jobs of the future. While some may equate the job to that of a digitally savvy librarian, I see the role of a curator as much more of an editor about a particular topic. The curators are the ones that can help us make sense of the exploding amount of content online. The almighty search algorithm won’t be enough.
  • 5 The Event Organizer – In social media, there are lots of great events. From the more official conferences and summits to the less formal meetups and tweetups. If your gift is in creating really engaging moments for people to gather in real life and to facilitate those moments, you might fit this category. The Event Organizer, too, is vital for the social media industry to thrive because they are the ones that drive the real moments where virtual relationships become real.
  • 6 The Community Manager – Having a great community manager may be one of the most difficult roles to fill on a digital team, because the skill set can be quite elusive. A great community manager is dealing with real conversations in real time and reacting to those conversations transparently. If you happen to have these skills and use them well, you could easily grow into the very center of an organization’s entire social media efforts (a great place to be).
  • 7 The Content Creator – This is one of the most public types of social media experts because their expertise is on display consistently. Content creators are great at writing thoughts in blog posts, sharing their every thought via Twitter, or creating video. In the right role, content creators can become indispensible assets to a team and generate highly original content to engage an audience.
  • 8 The Marketing Strategist – If I have one intention with this post, it is to point out very distinctly that not every social media expert should automatically be put into this category. If you are a marketing strategist, you know the best way to use social media to achieve a marketing objective such as promoting a product or service. You don’t blindly create a “platform” for a client with every social media tool, or consider “start by listening and then engage people in a conversation” actionable strategic advice. Instead, you are able to solve a real business problem with a smart plan for using social media, and entirely capable of admitting which business problems social media may not be the best solution for.
  • 9 The Designer/Builder – In some ways, this is the most important type of social media expert – because these are actually the people who make real solutions. Strategy is great, but at some point you need a real execution plan and these are the experts who can get it done. More importantly, they will also be able to provide advice based on experience for how you may want to implement your plans, and what strategy or tactics you may want to stay away from.
  • About Patrick Petersen

    Patrick Petersen is consultant, docent-trainer, schrijver-auteur op gebied van Online Marketing, internettechnieken en interaction design