will the real social media expert please stand up?

I've been in several circumstances lately where the subject of social media expertise has bubbled to the surface of conversation. There appear to be some diverging opinions on this subject so I thought I'd pose the question to you, my loyal readers. But first a deep dive into the idea.

One of the facets of social media I find most fascinating is how many flavors there are to the concept. To some folks participating in social media simply means using an RSS feed to get their daily fix of news stories or other content they've chosen as personally relevant from an aggregate of sources. Others take it a step further by posting their own MySpace page, Facebook profile, LinkedIn profile, or some combination thereof. Some--and this number continues to grow steadily--take it even further and become *gasp* bloggers themselves.

Being a blogger personally--yet arguably far from an expert on the subject--I will say that blogging alone doesn't necessarily deliver a deeper familiarity with social media, other than experience using blogging tools like Blogger (which I use for this blog, obviously) and Wordpress (yes, I write another blog using that tool as well). But if the blogger is working diligently to increase his or her blog traffic, more than likely he or she is also taking one additional step to include every button or widget possible--tools like Technorati, Digg, Stumble--meant to drive the maximum traffic to their site.

So whom of these folks would win the coveted title in the battle to become a social media expert? To claim "guru" status in this growing field, would one need to be an avid blogger blogging about the social media movement while featuring their blog on their Facebook, LinkedIn, and MySpace pages which also include YouTube videos of them sitting and writing their blogs? In essence does just checking the box marked "all of the above" catapult you into the realm of virtual social media virtuoso? I can hear the collective exclaim of glee as all you bloggers start polishing your bios in hopes of starting that coveted career on the conference speaking cirtuit.

You want to know what I think? Probably not, but I'll tell you anyway. I think that it is virtually impossible to become an expert in a field that is as ever changing as Britney Spears' hair color. Sure someone can know a lot about what it takes to successfully drive site traffic through a well thought-out SEO, tagging, and linking strategy. And that same person could also be skilled at contriving creative concepts to ride the viral marketing waves that ebb and flow on Facebook. But to be an expert in a field that changes from one day to the next is akin to placing your hand in a running river; you can trap a small bit of water for the moment, but once you lift your hand again the river rushes on.

IMHO, there is a bit of a social media master in each of us. We all probably know more than we realize as we attempt to stay on top of concepts, software applications, and methods that are meant to make marketing "easier" by facilitating our ability to have deeper connections and conversations with our customers (a vague term that could mean readers, consumers of media, purchasers, etc.). Experts we may not be, but afficionados we probably are. And that's ok with me. Because as long as what I'm doing works at the moment, that's what counts. That is until "Whatever 3.0" comes along and the process--and my learning curve--begins all over again.

content: the next killer app

It's difficult to remember how we did research before internet ubiquity. I vaguely recall spending hours at my friendly neighborhood library digging through something called a card catalogue and pouring over microfiche in search of relevant newspaper or magazing articles. [Any youngins reading this post probably think I'm speaking crazy talk at this point.]

These days research on any topic is merely a click or two away. And with the growing database of user generated content at our fingertips--from written to audio and video--the availability of information from experts and everyday folks continues to grow exponentially. This "content" phenonenon is great for marketers who know how to use it to their advantage.

In my last post I wrote that content is king. I kind of took it for granted that everyone knows what I mean by that. In case I was wrong I'm here to clear up any confusion. Content in this context is essentially information; it is the plethora of articles on any topic under the sun--from how to choose the right environmentally friendly automobile for a family of 22 to which hair growth tonic works the best for middle-aged house cats.

Unfortunately, many marketers mistake marketing materials such as collateral, white papers, case studies, and the like for content. I suppose it is, in a way. But the type of content that packs the most powerful punch are articles, Webcasts, podcasts, and other content that provide information on a subject without any sales or product pitch.

Stop freaking out my marketing minions, this is a GOOD thing. For there will be a perfect time to share those marvelously motivating marketing messages. Once you have helped your audience become knowledgeable--experts even--on your topic du jour as it relates to your product or service, he or she will be ready to be spoon fed your tasty messages.

Perhaps this concept is more easily demonstrated than simply described. I once worked for a software company that provided business intelligence and analytic solutions to large corporations and the government. We weren't the biggest, most recognized name in the business so the challenge we faced was reaching potential customers before our big name competitors did. The question we faced was esentially: how do we find folks when first they discover their problem? Answer: you reach them when they're in the research phase.

So we developed a content Website; one that looked like a magazine and provided articles and other content developed by knowledgeable and reputable sources. Few if any of the articles contained language about our products or company. All related to the business challenges our customers faced that would require them to need the solution we provided.

So my point is this: stop spinning your wheels marketing to minds not ready to hear your message. Instead, use your energy to create content that helps your customer better understand his or her problem. Not only will you reach them when they're ready, but you'll position your company as experts in the field, filling the role as a trusted advisor willing to help to help them solve their challenges.

For those curious about the Website, you can find it here: www.BetterManagement.com.

Another invaluable resource for this approach can be found at this terrific marketing site: www.PragmaticMarketing.com.