Do I ever pay for experts?
The guidelines for paying for an expert in a given field is something that we as individuals have not yet clearly defined. When it comes to doctors, and lawyers, we're on board. Hey, if you've had your doctors license revoked, I don't think I can trust you. Easy.
When it comes to mechanics, most of us have learned to go to reliable mechanics either by their shop awards, or word of mouth, although I do have to admit, some mechanic shops, might or might not be too legitimate, we are essentially trusting someone with our lives.
If I don't, what are the key factors.
There are fields where we have not yet come around to paying for expertise and professional services and don't understand why. Is one reason, because they are pricey.Maybe, but then the key questions to ask yourself are: Are these services worth the price? Are our clients worthy of the benefits?
One example of an area where people are less willing to pay for expertise are translation services. Often, in California, non-profits, or agencies, will hire any Spanish speaker that they know to help translate a meeting, or a conference which may or may not be advantageous for them. Is it inexpensive, sure, but will this entity promote their image in the way that they want to be seen, is another thing. If they have a bad translator (written work) or a poor interpreter (for consecutive and simultaneous work) the employee's lack of quality would be directly placed on the company. The difference in education, training, and accuracy of work between a fluent [insert language] speaker is vastly different from a professional, who is among other types of training, attentive to field specific terminology, and background for your company.
The other is social media management latest field, where we see reluctance to hire an expert is Social Media- especially because of their abundance. The question again should be, are these services worth the price? Are our clients worthy of the benefits? First you have to establish your goals. Why does my company or business want to be on social media? Is it additional branding, reach, or is it for customer conversion? Once you have answered that question, you should question if you can successfully lay out a strategy to fulfill those goals, or if it is going to require too much additional time, and a grand learning curve. If it is too costly in time and effort, and yet those goals are important to you, then maybe you should consider hiring a social media management consultant or firm.
Social Media experts: what is it and how do I get one?
For the sake of argument, and because it is an easy term, we'll refer to experienced social media strategists and managers as experts, although the term is so commonly thrown around and is either loved or loathed.
A social media "expert" despite the general train of thought, such as with translation should be, just because they speak the language it means that they are the right person to carry my image forward. A craigslist search for a " Social Media Marketing Intern" that is unpaid and fresh out of college with no marketing background is hardly the social media expert that might meet the goals you laid out. Unless of course, your goal is to just be online- not well represented just, represented.
A social media "expert" is someone who understands not just Facebook and twitter, but rather how all the mediums that exist can help your brand and business, so that includes, blogs, videos, in addition to your presence on online social networks. A social media expert helps you lay out a strategy, set it up, manage it, develop it and provide constant feedback in a way that you want to see it. Either as a summary or a click-by click breakdown. Furthermore, he or she is always learning, and will be the first to tell you, "I don't know everything, but here is what I know..."
There are many metrics used to how to identify and contract and if you google "how to find a social media expert" you will have plenty of lists: 7 ways to...10 key signs about your social media...
These will in general, outline that a social media expert knows how to market him/herself or their business, has clients that are having success, and knows how to lay out a strategy, and can provide metrics of success.
Another point of view, as expressed at digital cake includes seeing the quality not the quantity of relationships and connections that these experts maintain and some blogs such as ajeva suggest less empirical but also interesting criteria such as creativity and networks- who mentors your consultant?
Regardless, of who you chose as a social media manager. Chose to make the decision as to whether or not you need someone as staff or as a consultant to help you succeed online in the coming year. Make this choice with all the knowledge and right questions at hand, and re-evaluate on a yearly basis, so that you know why you are or aren't hiring that social media "expert".
Best wishes in the next year, from The Digital Inclusion.
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