A lot of folks position themselves as social media “experts” but sometimes it can be difficult figuring out who really knows what they’re talking about and who’s full of it. Check out my short guide below. And add any I missed to the comments!
1. They don’t have a program goal beyond “building a community” or “engagement.”
2. They can’t tell you why “engagement” or “community building” is important to your business.
3. They don’t practice what they preach. If they can’t build their own social following, write decent thought leadership pieces, or inspire others to respond to and share their content, then they probably can’t do it for you.
4. That being said, just because they can brand themselves, doesn’t mean they’ll be great at managing a corporate social program. Managing a personal brand is VERY DIFFERENT from managing a corporate brand.
5. They are not familiar with organizational processes. A social media expert should be able to help guide you through some of the bureaucracy in your organization.
6. Their twitter stream is filled with automated link after automated link with no commentary or responses to others.
7. They auto DM new followers or don’t understand how an “@” reply works.
8. They don’t ingrate social properties or social CTAs into other earned, paid, or owned media (e.g. email, ads, webinars, live events, etc.).
9. They treat social channels as broadcast platforms only.
10. They don’t link social data to other business metrics (such as website data, lead capture or conversion data).
BONUS (and personal pet peeve): Every piece of content they share is marketing or social media related. That’s not relationship building. That’s link spraying.