Social Media Expert

Why I Will Never, Ever Hire A “Social Media Expert”

I was going to call this article “All ‘Social Media Experts’ Need To Go Die In A Fire,” but I figured I should be nicer than that.  says writer and marketing expert Peter Shankman

But his title stands. He continues … “If you call yourself a social media expert, don’t even bother sending me your resume.

No business in the world should want one on their team. They shouldn’t want a guru, rockstar or savant, either. If you have a social media expert on your payroll, you’re wasting your money.

Being an expert in social media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.

Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you.

We’re making the same mistakes that we made during the DotCom era, where everyone thought that just adding the term .com to your corporate logo made you instantly credible. It didn’t. If that’s all you did, you emphasized even more strongly how pathetic your company was.

Ready for the ultimate kicker? We still haven’t learned! We got thirsty again, and are drinking the same ten-year-old Kool-Aid without so much as asking for ice. Rather than embracing this new technology and merging it with what we’ve learned already, we’re throwing off our clothes and running naked in the rain, waving our hands in the air, sure that this time it’ll be different, because this time it’s better!

“It’s not about building a website anymore! It’s so much cooler! It’s about Facebook, and fans, and followers, and engagement, and influence, and…”

Will you please shut up before you make me vomit on your shoes?


It’s about transparency. It’s about not lying to your customers, and thinking that a good Twitter apology will suffice when you’re caught. It won’t, and you’ll lose. Customers will run away in droves, because they can. They can go wherever they want now — it doesn’t matter how loyal they were in the past. Lie to them and get caught, and say goodbye.

It’s about using the tools to market to an audience that wants to help tell your STORY, because you’ve been awesome at providing them with the service they deserve.

It’s about relevance. It’s not about tweeting every single time your company offers 10 percent off on a thingamabob. It’s about finding out where your customers actually are, and going after them there. If you’re tweeting all your discounts, and none of your customers are on Twitter, then you sir, are an idiot. Marketing involves knowing your audience, and tailoring your promotions in specific bursts to the correct segments. “Social media experts” don’t know this. They’ll build you a fan page, and when all that work doesn’t convert into new sales, they’ll simply say, “Well, we’ll just post more.”

It’s also about brevity. You know what the majority of people calling themselves social media experts can’t do, among other things? THEY CAN’T WRITE. The number of “experts” out there who can’t string a simple sentence together astounds me. Guess what — if we have about three seconds to get our message across to a new customer, you know what’s going to do it?

Not Twitter followers. Not Facebook fans. Not Foursquare check-ins – NO. What’s going to do it is GOOD WRITING, END OF STORY. Good writing is brevity, and brevity is marketing. Want to lose me as a customer, forever, guaranteed? Have a grammar error on any form of outward communication.

Finally, it’s about knowing your customer, and making sure your customer thinks of you first. When Barry Diller was running Paramount, he’d call ten people in his Rolodex each morning, just to say “hi.” That translated into all of Hollywood knowing this previously unknown executive’s name — because he took the time to reach out and communicate. It also translated into Paramount making billions in a time where other movie companies were struggling.

Do you know your audience? Have you reached out to them? I’m not talking about “tweeting at them.” I’m talking about actually reaching out. Asking them what you can do better, or asking those who haven’t been around in a while what you can do to get them back. It’s not about 10 percent off coupons or “contests for the next follower.” For God’s sake, be smarter than that.

You’d never give the intern permission to write the corporate press release to accompany an earnings announcement, so why the hell are you listening to the 22-year-old who says, “we’re going to do this social media thing because it’s cool?”

Social media is not “cool.” Making your business working effectively is cool. Social media is simply another arrow in the quiver of marketing, and that quiver is designed to GENERATE REVENUE.

If you’re doing anything else with social media, here’s a book of matches, and I expect to never see you again”.

Peter Shankman author, entrepreneur, speaker, and worldwide connector, Peter is recognized worldwide for radically new ways of thinking about Social Media, PR, marketing, advertising, and customer service.
via Haro/Inside Business

Sunday Discovery

News Editor in the heady days of Top Teen Times

I thought I’d lost them all.  Turns out I’d lost only some of them.
My press cuttings.

When you were a journalist – in the old days (pre internet!!)  – you’d bike over your cuttings when pitching yourself to a publication.
Anyway one day they all went — and didn’t come back.

On a rainy Sunday many moons later I photoed the remains, for no reason at all.  And where to put such a massive procrastination .. Ah the web!

Here’s a little small selection of Old Media and people I met In Real Life

Old School In Real Life

Rock n’ Rio a week of crazy work and Happy Monday’s time

Wonderful Soul 2 Soul’s Caron Wheeler

Infamy with Slash Interview

I syndicated a lot of my work. Double bubble.

From Then to Now

Fiona has, like many of us a multi hyphen life (thank you Emma Gannon for this insight!)

Starting her professional life with a degree in Economics and Philosophy from TCD.  Then moving to New York’s Madison Av – living the fast paced world of Advertising.  Enough of the big Apple then moving to Australia finally laying her hat in London where she took to working in the Music Industry as a journalist and PR.

Writing, media and interviewing people had always been part of what Fiona had done and it felt like a natural progression when the skill of uncovering a story graduated to a life as a counsellor and therapist for the past 15 years.

The media stayed a side hustle as they say .. and social media provided the lure 1st place foundr ig challenge.  Fiona won the Foundr award  -for the project When You Live in Paradise, which combined Positive Psychology with the concept of Paradise and living the life of your design.

Behind the Scenes

Paradise Social is part of When You Live in Paradise.
Inspiring you to design your own life

Both are about living life to the full.

Paradise Social is where Fiona uses Instagram to inspire as well as connect with people In Real Life which you will find on these pages:


When you live in Paradise is a project by Fiona Austin’s therapy practice. She’s a psychologist and therapist who has returned to London after having

When You Live in Paradise by
Fiona living life to the Full

lived in the sunshine for 7 years.   The project’s core is to help you find your paradise, your happy place.  This can simply be just more time to enjoy your coffee in the morning,  to launching a lifestyle business or trading the rat race for a life of your own design.

When you live in Paradise is where Fiona will introduce you to how to live your dream and share a few stories of people who are living theirs.

Fiona has a private clinic in London where she see’s clients in person and remotely.  She currently lives in London with her family and little dog.  She is never far from Paradise.

No More Excuses!

Helen Perry and the wise Duck

What’s the IRL angle

Creative Duck does fab Networking or just real interesting Events in Henley and Marlow.  They’re full of really nice people happy to chat.  Go, even if it’s far away.

There I met Helen Perry –  📲 @notaboutthekids  – Instagram Creator and Events builder:
📲 @thecreativeduck – small business owners, crafters and freestylers building a community in a real shop and online .

Time to read – 3 minutes

Continue reading “Helen Perry and the wise Duck”

Queens Park Mums

I met the Lovely Anna Holbrook via Instagram.  She has a hugely fulfilling role

Post Natal Depression  Queens Park London
Anna Holbrook QPM

in her community, bringing mums together and creating an avenue where locals can connect to near by business, restaurants and general good times!  Ultimately making their corner of London feel like a village.  Love it!

In my capacity as a therapist, I wrote an article on Post Natal Depression for Anna’s blog Queens Park Mums
So here’s the link  — >    Click! 👇🏽

Out from the Shadows

PND is a pretty serious thing and really 100% something that requires you getting out to meet people in real life.   If Queens Park, London is your area  🏡 they have a great mum’s meet up .. go!  They sometimes drink wine!

📲 @queensparkmums

Lucky Things meets Fatima Trusscot

What’s the IRL angle

Love that Lucky Things encourages people to meet in real life.  Over 90% of attendees to her events come on their own.
📲 @luckythingsblog – women networking:  Coach and Network Event host.
Fatima Trusscot – is entertaining and charismatic, in fashion but keeping it real.    📲 @the_FT_Times – Fashion and Lifestyle:

Time to read – 3 minutes

Continue reading “Lucky Things meets Fatima Trusscot”