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.

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