My answer comes from a different perspective than others do: To me, it’s really the customer or client who decides who the experts are.  Many call themselves experts these days, especially in the rapidly expanding fields of social media, and online marketing and  PR.

This post was sparked by a comment on Twitter.com (an online social networking website) @B2BSalesTrainer asked – “Who are the social media experts?” Now since Twitter is  a micro-blogging platform – that meant that his post (or message) on the site was limited to 140 characters. He was at a conference, so  I might have taken his question out of context (he may have been asking who are the SM experts at the conference), but it got me thinking anyway.

This is a hot, and sometimes controversial topic. Googling the post title brought up a slew of posts/articles. I’m sending this blog post skipping like a small stone over the surface of a very big pond. I’m exploring my point of view on the subject, and hope you enjoy the scenery – please chime in.

Here’s the thing, there are clear experts out there, people who have been involved in the social media, social networking arena for many years. There are also people who arrived in the field within the last year or so, and there are more arriving every day.

The secondary question you might ask is: and why should I care?

An expert, coach, guide, or consultant , whatever name you choose, can help you navigate and understand this online landscape in ways that will move you forward faster to meet your goals. They will show you, and your organization, how to use these tools in appropriate ways to to best reach your objectives. They can provide an outside perspective and help guide your choices to those that make sense for your business. Help you find balance between the “if I build it they will come” fallacy and the “we have to do it all now” trap.

The term expert is not one I really like; it seems too loaded.  There are good experts out there, but, in reality not all experts are, well expert, in all facets of a field. There are specialists, and generalists and both can be useful.  There are people who know huge amounts of information, but are not experts at sharing that knowledge with others; they can do, but they can’t teach.  There are others who have a knack for picking up things quicker than others, and those who are just good at marketing themselves, but lack substance. There are many who have had a shorter learning curve due to the free information put out the by the early adopters like Chris Brogan and others. There are some who find a trick or two and work them to the hilt. There are good people out there who are giving good advice, that may or may not, work for you; it may be too generic or work for a different type/size of company than yours. And there are also charlatans and people who dole out bad advice in the Web 2.0 arena, just like in any other.  There is a bit of Caveat Emptor – or buyer beware – needed on this frontier where few have gone before.

But here’s where social networking has a strength (which may at first seems like a weakness) – Many of these sites seem to be like a popularity contest when you first look at them. And, in some senses, they are. “So and so has this many friends on Facebook, that many connections on LinkedIn, and  even more followers on Twitter.” What does that mean. At it’s worst or most basic level, it means that they are good at connecting with others. On the other hand, having many connections is often a sign of a good reputation; a specific number of people have agreed that this person is worth connecting with. But don’t forget, there may be someone with great information, who just isn’t quite as into, or good at, conquering all networking sites. Be wary of judging a book by its cover alone. One needs to look inside.

When you look closer, it is about MORE than the numbers. What the customer has to decide is does this person or company give me the information, assistance and counsel that I need, in a way that works for me and move me forward. Beneath the numbers, look at the type of information they are connecting people to, who they are connecting with, and how they are doing it.

• Is it all about tooting their own horn, or do they tell you what others are saying too?
• Do they reach out an help new people learn the ropes, or only talk with other bigwigs?
• Does their style of writing and connecting fit with yours?
• Are they taking a “you have to do it all approach,” or is it customized. Not every business needs to be on Facebook, LinkedIn and Twitter, and not necessarily all at once.
• Do they talk in absolutes – “this is the way you do it,” or do they talk about adapting strategies to individual businesses.
• Will they play well with others in your business or network? Do they interact with and engage in conversation with others on the network, or just use a bullhorn?
• If they were at a face to face networking party, would you want to go over and talk with them, and would you want to introduce them to your friend, clients and customers?
• Are they willing to say I don’t know the answer to that question, let me find out and get back to you, or do they bluff their way through?
• Are they active on the sites they are teaching you about?
• Do they have client testimonials, and is there evidence of clients and customers where they participate.
• Look at their background: do they know anything about your field, & are they willing to learn; do they have a hard technology or a software background ; PR or advertising expertise; small business or big business experience; an entrepreneurial or a non-profit work history, or a combination. Each component influences and informs their approach to situations.

This is a newer business model, using online sites and tools to distribute free information to build trust, lay the foundation of a relationship, and find ways to turn “connections,” “friends” and “followers” into customers, clients and business partners. The “rules” are more like guidelines, and they are being rewritten every day.

You may not need an expert, or an expert may be the right fit. You may need several people with experience in different areas, or a jack-of-all-trades. Regardless of their status or numbers, I think you can learn something from each person you interact with out here. I advocate balance - not always taking someone’s word as gospel; what worked for them, may not work for you. Do a gut check, search the web about their idea, ask others in your networks and see what they say, especially when you are unsure about something. But once you have settled on a person, I suggest not second guessing them at every turn, but only when the fit feels wrong.

So I have sent my stone skipping across the water, you can judge if it sank immediately with a  plop, or skipped merrily several times before slipping quietly into the cool depths. If this topic has been done to death, sorry. I find it useful to explore questions that prospective clients might ask, so they can have access to my thinking on ma subject, and have information to decide if I am a good fit for them.

Here are two other articles on the same topic:

http://www.chrisbrogan.com/what-i-want-a-social-media-expert-to-know/

http://www.fanboy.com/2009/01/social-media-experts-rant.html

http://davefleet.com/2009/02/8-questions-to-ask-your-social-media-expert/

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Related posts:

1. How To Create a Social Media PR Plan
2. New Client Excitement – How to be a Good Social Media Guide

Original Twitter.com post: #WebSavvyPRTip 1- To build online brand & extend influence, use same username/ profile 4 all social Media sites http://websavvypr.com 4 more

To build an online audience, expand your brand, and create repeat visitors, try using the same or similar usernames, and similar profile wording for each social media / social networking / social bookmarking site you join. If you already have a long-time presence on several sites, consider ways you can update them to build a more consistent presence; it may also help boost your organic search engine ranking. Work keywords for your area of expertise and interests into your profile.

More detail on Social Branding:

I try and sign up with my first, or my first and last name, followed by my blog/website handle (I sometimes use web handle as a part of either my first or last name). So on Twitter I am CathyWebSavvyPR (It looked too long with Larkin, so I left it off (maybe rightly, maybe wrongly). I noticed someone else doing it on LinkedIn (but just with company name – not personal name), I think it was “The Publicity Hound,” and when she answered a question, her “handle” intrigued me enough to check out her website. I know there are many opinions out there on this already.

You don’t have to use your real name in your username, but don’t forget to add it to your profile. For my online and traditional PR business, I feel it is necessary. Especially since there are a couple of folks out there online with the same first and last name as I have. This will, over time, help folks to distinguish us from each other.

Many folks in the social media landscape are using their full names as their usernames.  This has advantages for building your personal brand, and some disadvantages.  www.chrisbrogan.com for example. Some people with common names may find theirs is already taken, or snagged by a domain reseller, both of which complicate things.

Pros – If your info is good, if you provide value to your readers, your name and authority will grow.

Cons – however, it may take you longer to get established. A username that includes something about what you have to offer (as long as you back it up with good content) can help your influence gow by leaps and bounds.

Cons – if you are one of those planning to build and sell a business – you can’t sell your name – but a website URL and social media handles along with it – that can work. But i is chancey – As we know Social media is based on reputation – that empire you built may cruble after the sale, if the new owners don’t follow though. Result – lots of upset subscribers.

With social networking and bookmarking sites in general, be sure to fill out the part of the profile that includes the link to your blog/website, or to your LinkedIn or Facebook accounts, so if someone likes what they read on whichever social media site you are on, find and check the rest of your info out. Of course some sites only let you use your full name. In that case note your username/handle in your profile write up.  Also use widgets and apps (simple tools sites provide) to link your various networks together.

Social Branding Questions for You:

What about just company names with a logo, no photo and no person’s name on the account. I find I am less inclined to subscribe, follow or friend them – unless they really provide value, or if I already really like the company, and they provide value.  What’s your reaction?

Is the practice of a business name and first name too in your face? or is it a happy medium?

Does this annoy you when you see it done?

Or does it help you:

A) have a clue about what someone does/who they are? Or help clue you in about their expertise?

B) Help you recognize and connect with folks you may have seen on other sites?

Transparency and authenticity are crucial in social media, social networking arena. Don’t hide behind a company, or a profile name.  We all make mistakes, but that one can be a killer. As a PR professional, I always disclose if I an talking about a client.  Sometimes that can be challenging – especially on sites like Twitter.com, where posts are limited to 140 characters and spaces.

Agree or disagree with this – you tell me?

P.S. I’m putting short versions of these on Twitter and expanding on them here on my blog – for the Web Savvy PR Intro go to http://websavvypr.com/cathy-larkin-web-savvy-pr-tips-series/pr-tips/admin/2008/12/

Or check out the conversation on twitter as the series grows – http://search.twitter.com/ Then you’ll have to copy and paste or type in the # sign like so:  #websavvyprtip to see the series and any conversations around the posts on that service, as the series grows.

About Cathy Larkin:

In her Web Savvy PR business, Cathy Larkin acts as a Social Media Guide using her 18 + years of PR experience, combined with an intense study of social media, to assist small businesses, non-profits, authors, bloggers, consltants, and speakers get online and use the tools that are right for them, to help expand their brands, build their businesses and have a blast while doing so. Also check http://www.linkedin.com/in/cathylarkin for more on her background. Check out her short posts on the micro blogging service Twitter too http://twitter.com/CathyWebSavvyPR.

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Related posts:

1. Cathy Larkin Web Savvy PR Tips Series Intro
2. How to Choose a Web Savvy Brand or Domain Name
3. How To Create a Social Media PR Plan

I’m posting a series of Web Savvy PR tips for small business, entrepreneurs, bloggers, speakers, authors, consultants, and non-profits to help folks share ways to use the social media and Online PR tools and to generate a conversation. My favorite quote is: “The greatest good you can do for another is not just share your riches, but reveal to them their own.” Benjamin Disraeli. I’m sharing my riches here, to engage my readers in revealing their own knowledge and skills.

I’m putting short versions of these Web Savvy PR Tips on my Twitter page: http://twitter.com/CathyWebSavvyPR and then expanding the tips - on using Public Relations and social media to help expand your brand and reach – here on my blog. I will also be asking questions here on what you think of these tips - have they worked for you; do you have a better tip; does this particular tip annoy you when you see it used?

When I can, I will try to credit the source of the tip. If you know the source, or someone who has a similar idea, let me know. Some tips will be straight from others, most will have my perspective or take on them, some will be all mine, and some may be combinations that I’ve created from more than one idea.

Also – let me know what Traditional and Online Public Relations / Social Media questions you have; or topics you want to discuss and I’ll work it in. If I don’t know the answer, I’ll research it, interview someone or get another expert to guest post.

I got this twitter “tip idea” from renaissancedoc on Twitter. He was putting disaster prep tips on twitter and his blog during Hurricane Gustav in Sept. 2008.

You can access the series here on my blog for more detailed discussions than the short note on twitter, or find the short briefs and comment there too by going to http://search.twitter.com then put in #websavvypr tip and they will all come up.

In her Web Savvy PR business, Cathy Larkin acts as a Social Media Guide using her 18 + years of PR experience, combined with an intense study of social media, to assist small business, non-profits, consultants, authors, bloggers and speakers to get online and really use the tools that are right for them, to help expand their brands, build their businesses and have a bast while doing so. Also check http://www.linkedin.com/in/cathylarkin for more on her background.

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