I can’t help feeling that I should be taking part in this conversation too, but can’t think of much else to add that hasn’t already been said, especially by Will. But, not being short of a word or two, here is my two-penneth:

1) Being in the exact same boat as Will, translation is very much the key word. Matching customer/brand requirements to the plethora of tools is key – as long as this is done with proper insights and research (of which there are plenty of reliable tools available).

2) In order to do 1, sure, you DO have to be immersed in the media. The important thing here is not to be taken in by people who simply use these tools for fun “I blog therefore I am” peeps.

3) Most “social media” – sorry for using those words Damien , is just a bunch of tools and technologies though. As these tools hit the mainstream more and more, there is no need for an “expert” to explain how they work to clients – they will already likely be using it.

So where does that leave the social media agency and “expert”? If they have anything about them (and I think the link to Tara’s post is a pertinent one), they should understand why the network or tool works so well and be able to articulate HOW and WHY people communicate in the way they do – off the back of the findings they SHOULD have dug up earlier.

They must THEN work with the client to understand how the brand can acceptably enter into or create this space – and work with the client to continue this.

I, and highly likely Will, do exactly that. Does that make me an expert? Maybe. Does it mean that I can just articulate somethings better than others? Perhaps. It certainly doesn’t make me a fraud just because this is a “new” area of makreting.

In the end, it falls down to the need to tag something. If we tag it (in this case, the tag is Social Media Expert) it becomes easier to deride, poke fun at and ridicule. Lets not all forget, it’s very easy to point the finger at people who stick their necks out.

Done properly, working with clients in this space can be extremely rewarding for both parties (and customers). I’m proud of a lot of the work I have done in this space – and my title is irrelevant – but non-social media client convention dictates I have one.

That said, there are some scurrilous little shits out there (as in any industry I suppose), who are taking advantage of many people.

For me, as someone with expertise in the communications field (broadcast media specifically), the social media toolset is just another way to tell a story. The title of social media consultant might be chic right now, but I don’t believe there’s much shelf life too it. The field is too easy to leap into if you or your business have time, and a well-connected intern to do the legwork. (OK, it’s a little more tricky than that, but not by much).

I would submit that there’s more potential to grow a business by simply highlighting social media as a smaller part of the whole media communications package that includes strategy, messaging, design, the press, and (potentially) social media as appropriate. The broader the net, the greater the service to clients, particularly in an era when contractors will be pickling up legwork from laid off colleagues.

Thoughts?

Social Media Consultants exist for a variety of reasons. Social media is a powerful too for branding, recruiting, developing new business contacts and simply communicating. However, it is a tool, and using the tool blindly can be like giving someone a video camera and telling them to make a superbowl spot.

One very strong point to make is the average age of people who ask for social media consultants. May of them are “Digital Immigrants” who began using computers far into their lives and have adapted to the technology and are now adapting to a new use of the technology: 2 way communication with the masses. There is a group of “Digital Natives” who do not know life without a computer. They are fluent in a language of digital that exists on Facebook and Twitter and countless other sites because they literally live their lives on those sites. Their presence on the sites is an online reflection of their offline lives. There is a certain etiquette that is expected on the sites, certain ways to approach people, and ways to be time efficient without spamming. And to complicate things more, it varies between Facebook, Twitter, MySpace, Plaxo, LinkedIn, etc. To a certain demographic, those are inherent. To another one, they need to learn. That is the value of consultants.

Another value is having someone to monitor the social media sphere – to know what the next thing is, when to jump on it, and to sort through the “extra crap.” It would take an executive, recruiter, or any other position that hires consultants hours and hours each day to sort through ever social media article. But to hire someone to read it all for you, deliver the valuable stuff, and teach you how to use it for your company- THAT is the correct use of a consultant. If you had talked to any social media consultant 3 months ago, they would have had you on Facebook, building a Facebook Application. Guess what? Now it is Twitter. What happened in there? Why the shift? How to shift?

Being in social media means carrying both a personal and professional brand for your company into the world. It is the equivalent of painting your own permanent billboards allover your town. As a company, you probably pay someone to advertise for you, manage your public relations, etc. So why wouldn’t you pay a consultant to give you the basic rundown of how to best utilize social media?

There’s also the balance of using your expertise for yourself vs. for clients — and what about the ‘social’ of social media: the fun of it?

I’m with Shel – insofar as focusing on social media is the one area *not* to let go of, especially during a recession.

People are hungry for connection, involvement, engagement. They want to be seen, heard, validated, acknowledged. Social media/web 2.0 provides an unprecedented opportunity for businesses to set themselves apart by effectively integrating the mediums into their overall marketing plan. Obama is certainly an excellent example of success with social media.

One of the keys is to focus on the top 2-3 sites that yield maximum results, typically with a critical mass of members that are your target demographic. e.g for me it’s a combo of Facebook & Twitter with a bit of FriendFeed thrown in.

As far as expert status – a Harvard study indicates expertise takes 10,000 hours of study. That’s one way to measure. I’m also with commenter, Collin Douma, above – it’s the *results* that count. Demonstrating you have the ability to put up a Facebook profile, page or Twitter account is not a result people should necessarily pay big bucks for. It’s the proven money-in-the-bank type of results that warrant investment, imho.

As far as my Facebook expertise – I like to say peeps can ask me *anything* about Facebook and I’ll know the answer… (I certainly ought to after 10k+ hours of study/experience! Write-ups in likes of Fast Company, a Stanford book, interviews up the wazoo & mega speaking engagements are all fab. But, it really is the measurable results for my clients that counts at the end of the day.

Cheers,
@marismith
P.S. Btw, I just fanned your Facebook Page, Pat. Glad to see you have one for MaxRoam. Looks like you could use a smidge of oomph; feel free to check out my top ten tips for promoting your FB Page at http://whyfacebook.com/2008/09/25/how-to-create-and-promote-your-facebook-fan-page