Social media snake oil
There’s a standing mantra among healthcare marketing consultants and those who follow social media closely: “If someone refers to themselves as a social media expert, run to the hills.” This is driven by the idea that social media is so new, and so little is actually known about its long-term impact, that very few if any social media marketers could have obtained enough experience to claim the title “expert.”
In general, this seems like a pretty fair assessment, though certainly expertise concerning social media varies greatly, falling along a scale from “luddite” to “multiple social media efforts led and measured.” And there are many odd twists to the question of expertise as well. For example, there are a class of folks who seem to believe that simply by using social media, they then have the the proper credentials to drive organizational strategy, or sell consulting services in this area. And while it would seem impossible for someone to lead a social media effort without actually using the tools themselves, being a user does not equate to strategic or even tactical expertise. Just because I watch a lot of TV doesn’t make me a great television producer or screenwriter, yes?
The latest issue of BusinessWeek has a great article on the growing backlash against social media consultants and “experts.” The title – “Beware social media snake oil” – pretty much speaks for itself. Perhaps the best insight comes from James Cooper, who serves as digital creative director at Saatchi & Saatchi, a global ad agency. Cooper states that anyone who unequivocally claims that using social media will work is either “lying or deranged.” His point is that the medium is still too young to guarantee results, and he likens the innovative nature of social media to that of venture capital, where 1 out of 10 bets might pay off, while the others fail completely. He also worries about how results are measured:
“If something’s got 20 million hits on YouTube, that’s a good thing. But what if half the comments are negative? I don’t think anyone’s got a long-term case study yet.”
Social media offers potential opportunities to hospitals and other providers in the areas of brand building, customer service, marketing, public/community relations and more. But the jury is still out on whether in the end all of the hoopla and effort will pay off in material ways from a long-term perspective.
Of course, that’s no reason to drop or minimize social media as a marketing/communications tool. It just means healthcare marketers need to go into the effort with eyes wide open. Social media should still be considered an innovative strategy, and with innovation goes the understanding that failure is sometimes an accepted part of the game.
Have you been pitched by a “social media expert”? How do you determine someone’s credentials with such a new medium? Are you OK with “failing” in order to learn what works and what doesn’t?
Potentially-related posts:
- Story on Mayo Clinic’s social media efforts has quotes from Bevolo
- Bye bye traditional media
- Bevolo featured speaker at HCPMRS Luncheon, August 24, 2006
This article was posted by Chris Bevolo on Wednesday, December 9th, 2009 at 3:40 pm, and was filed under Measurement, Social Media, Strategy, Trends.
December 9th, 2009 at 7:07 pm
“And while it would seem impossible for someone to lead a social media effort without actually using the tools themselves, being a user does not equate to strategic or even tactical expertise. Just because I watch a lot of TV doesn’t make me a great television producer or screenwriter, yes?”
Sure. And conversely, a great television producer or screenwriter who doesn’t watch TV would have little knowledge of television as a medium and wouldn’t understand how to write or produce for its users. To that same end, a marcomm big shot who has never tweeted, blogged or posted a Facebook status update should not profess expertise in social media.
“The latest issue of BusinessWeek has a great article on the growing backlash against social media consultants and “experts.” The title – “Beware social media snake oil” – pretty much speaks for itself.”
As for the growing body of business literature that is hostile toward social media, this seems a textbook reaction to unwelcome change. Corporations are afraid to stop talking at their customers and begin talking with them. Frankly, I think a lot of agencies could be irked at the self-serve (read potentially unbillable) nature of social media, but really they need not be. Social media creates a whole new need for content development, environmental scanning and strategic planning work. No more fretting on this, though — resistance is futile.
“How do you determine someone’s credentials with such a new medium?”
Chris, I think you nailed it with “multiple social media efforts led and measured” as key criteria. Social media has certainly existed long enough for a prospective consultant to have a demonstrated history of effective work. Tactical experience with many types of social media tools is also a must. And I think it takes a certain personality and a whole lot of market savvy to make a good social media adviser. These experts must teach even long-time marketers how to interact with their unique customers at a professional yet human level to achieve results.
Thanks, by the way, for not saying “Social Media Guru” at any point in your post.
Have you seen the Social Media Revolution vid? http://www.youtube.com/watch?v=sIFYPQjYhv8
December 11th, 2009 at 2:17 pm
Chris, nice post. Always enjoy reading your latest thinking and interests.
Shouldn’t I learn of an expert in social media through a credible third party recommendation? Especially in our little copycat healthcare world where everyone knows someone who knows everyone. In addition to your suggestion, I would expect someone that I know and trust to vouch for them.
Plus, it seems social media has too many moving parts for any one person to master it all. It seems there should be niche experts: analytics, communication tactics, strategy, etc. I don’t think I would trust anyone who claims to know how all the tactical elements of social media work, but I tend to trust “experts” like Brian Clark who specializes in a single area, like writing copy that earns clicks.