When I decided to branch out on my own to become an independent Social Media Marketing Consultant for small businesses, I noticed that I was just one of thousands, maybe millions of people doing the same thing. I browsed individuals titles in different LinkedIn groups and profiles, I even scoured Craigslist and other forums to view the competition. I was amazed at all of the creative titles which included Social Media Guru, Expert, Specialist, King Queen etc.! I got so confused, with all of the mentions of Wizards, Guru’s and Warlocks…..I wasn’t sure if I was reading a Harry Potter series or an offer of Social Media Marketing services. By the amazing things that people promised, I was expecting Professor Dumbeldore, Harry or the one we do not speak of (Voldemort) to materialize to run Social Media Marketing Campaigns. While we mere mortals sit back and await the magic to spill down from Hogwart’s….the Wizards and Gurus form a special Social Media Marketing Strategy!
The truth is, there are no Wizards, Gurus or Experts. The reason being, Social Media is ever-changing. It originally shaped our personal communication and now we have seen how it has shaped the way we do business. As small business owners, and large companies for that matter, scramble to form a voice via Social Media, they are met with empty promises! If you are looking to contract someone who says they know all there is to know about Social Media…….in the words of Ghost Face Killah…..”Run”! Social Media is an ever-moving target, there is no plateau, just a consistent climb. just because someone can construct a Fan Page doesn’t mean they are an Expert.
Misconception Number 1
“People think if you build it they will come!” @JemekaShamae
This has to be one of the greatest misconceptions. Social Media Marketers will contract their services to build a Social network, but they don’t advise their clients on how to increase traffic, how to track what posts are effective and how to maintain a constant online presence. “You have to take time to develop your content and voice!” –Jarvis Holliday If not you’ll have a Social Media network no followers and a look of….”what now?”
Misconception Number 2
“Whoomp there it is!”
Some fraudulent Social Media Marketers lead their clients to believe they will see instant results. The truth is, you have to develop content, you have to engage your followers and listen to your followers prior to dumping your marketing campaign on them. Think of Social Media just like a friendship, it takes time to develop trust and a connection. You wouldn’t barge in on a new friend and ask for money.
Misconception Number 3
“It is what it is!”
So many people think that the world of Social Media is just a malaise of Likes, Retweets, Fans and Followers. They fill as if they just post random thoughts that they will increase their following. The truth is a real Social Media Marketing strategy is far more cerebral than that. There is software out there that helps to measure the effectiveness of your content, the click-through rate to your website and also the conversion rate of page views to likes. If your Social Media Marketer isn’t offering these services then you really need to explore your professional relationship.
The Marketing Cycle for Social Media is longer than that of standard marketing campaigns. It can be compared to Transactional versus Relationship sales. As you search for a Social Media Marketing Consultant, be sure they are not promising you the world…..and just giving you Hogwarts School of Magic!
Juan De Cruz, Jr.