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


Developing Business and Account

Name : Glowcation
IG Handle : @Glowcation

Industry : Food
Niche : Food Reviews

Commission :

To harness a health market from which a spring board can be taken into the best fit.

Challenge : A new company looking for it’s ideal and exact market.
Results : Profile in development.  Instagram’s immediate market feedback makes it an ideal tool in which to investigate markets at a low cost and discover what your niche is doing.

Grid Notes:
Currently trialling alternate quotes .. NewYork, Tarifa, Spain were Glowcations that have also been trialled.



Name : MLPR
IG Handle : @MrsMLMode
Industry : Fashion
Niche : Mature Fashion
 and Lifestyle

Commission : 
 To create a profile.

Challenge : Identifying a niche may seem obvious – but 9 times out of 10 when a business takes on Instagram they find out that their target is not quite set. Setting this target within Instagram can really help tie down a market.

Results : Niche established. Target set.
Strong increase in follower count with status of leader in niche and influencer.

Grid Notes:  This account grew from incidental posts of random photos, to a well thought out grid, good captions and most importantly useful to followers.  Understanding of photography and limitations changed the visuals considerably.


Tantrum Kitesurf

Name : Tantrum Kitesurf

IG Handle : @TantrumKitesurf
Industry : Sport

Niche : Kitesurfing

Commission :
To explore different promotional avenues and marketing initiatives using the BioLink as the funnel.
To create a profile within the niche.
Challenge :
Kitesurfing is a niche sport – so building the profile within the community had a great response.   A follower count of 20k was asked for – a high follower number for this area.
Results :
The follower target was achieved.
The bio link and bio itself changed frequently to match the promotions and focus – From App downloading, Webinars, SoundCloud broadcasts as well as Kitesurf Magazines and Camps.

Grid Notes:  Curated images from the Kitesurfing Community – all credits given. Motivational quotes were also integrated. Overall it was found that original and local photos were most popular.

Wedding Hashtag Wall – Grid Ideas

Company : Wedding Hashtag Wall

IG Handle : @WeddingHashtagWall

Industry : Weddings

Niche : Social Media sharing for Weddings

Commission :
Raise profile in the Weddings Market through niche domination.

Challenge :
The concept of a Wedding Hashtag is not necessarily understood, consequently it was both an education and introduction to a new service within the industry.  Further to then install a confidence in the idea.  It was hoped that understanding would translate into sales, through bio link click through as well as elevation of the name.
Each caption had to educate, inspire and drive the call to action which was to go to the website to sign up.
Results :
Profile established and the sales on the product have grown steadily.

Maintenance:  After achieving aim of 10k – posts are now weekly and following is rising steadily.

Grid Notes:

A variety of Grid looks have been explored in order to keep profile alive . Click to enlarge.
Alternate and every second with quotes, hashtags adaptations and coupon shots, themes on colour, style or wedding detail have been used. We also trailed some images with logo some with not to measure shares.













Tarifa Events – Use of Logo and UGC

Company : Tarifa Events

IG Handle : @TarifaEvents

Industry : Service Sector

Niche : Events and Weddings

Commission :
• To create a profile to inspire confidence on considered decisions.
• To have a running feed on the website that was not duplicating the Gallery.

Challenge : The company is based in Spain, but wished to encourage events from Northern Europe – Holland, Germany and the UK
Results : Profile established and the territories in question were well served. Traffic was directed to the website.

Grid Notes: The content is a combination of UGC and the client’s own. Every alternate image is from Tarifa Events’  weddings or events ( with logo).  It was decided as all events are in Tarifa the alternate post would be from local photographers of the area. This has built a strong community base and growth was rapid.
Maintenance:  After achieving aim of 5k – posts are now done when there are events to showcase.