I love that one liner from movies so I thought it appropriate for what I wanted to write this morning. There are lots of people out there playing Social Media experts, they promise followers, 1,000’s of them but how are they attaining them? Are they mining for followers from your niche or are they just searching for “follow-back” or others on Twitter who automatically accepts followers? What promises “on paper” did they make you? Did they guarantee your results? Did they guarantee to increase your ROI? NO? Well then, you are just wasting your money and you also stand the chance of these “Experts” or “Guru’s” damaging your brand or your name.
When I first branched off on my own, I envisioned I would be using analytics to increase market share, increase ROI, introduce new products to the market just, as I have been doing for the last 15 years for companies like Firestone, Kraft, Hershey…etc. I never dreamed that my best avenue for introducing and spreading the world of analytics would be Social Media. I had been using social media for years as a “tool” to help keep in touch so why not branch out and use it now.
Some Businesses “get analytics”, they see its importance not only in advertising and marketing but in social media as well. They use my service and others like me, to find their “target audience” or their niche. They depend on the research we provide to get the “Big” picture of what is really going on with their business or product. They know that by using statistics and data mining, they can make a change in their social media efforts. Unfortunately, a majority of the social media marketing community has decided to stick their heads in the sand and pretend analytics isn’t important or “can’t” be done (Oh yes, it can). We have made it easy entry into social media, placing in-experienced and un-professional GURU’s in as valid Marketers. We have been invaded with back seat driving experts who, because they have a Twitter account, think they can be “your” social media guru. Thanks to people like them we now have more spam than ever, you see the same “unique” page post from different URLs (hijacking ENTIRE websites) so the true author may see his or her post from multiple sites. The latest is promises of analysis as well, I’ve seen firms profess that they can handle your data and analysis as well but don’t have the first trained expert on site to achieve this. Gurus or experts focus on quantity over quality, and those results don’t get businesses anywhere. Websites offering 1000 Facebook or other social media fans with a low price are spam that are trying to enforce the already present notion that we need to have a significant social media following to get any kind of ROI.
In conclusion, be careful out there, social media is no different than any other aspect of life, there are good and bad people out there. Research the firm you plan on hiring and ask for references, protect your brand, your company and your reputation by only using professionals (ask for a Business License). If you need analytics assistance, make sure they have a scientific or mathematical background. If you need a social media expert get a “real” one and not just someone who plays one on TV. It’s your money, spend it wisely. If you need assistance in identifying best practices on how to use analysis in Social Media give me a call at 423-552-2062