Picking a Social Media Consultant
I had a chance to watch Jeremiah Owyang’s interview with David Parmet about helping companies find a social media consultant.
David, a New York-based PR and social media professional, provided tips on assessing experience, reputation and yes dealing with negative feedback from the very customers you are trying to reach.
Good points, to be sure, but when selecting a media consultant, I point (amusedly) to something that Seth Godin wrote in a Forbes Magazine article.
“Great companies don't push, they lead. The next time a p.r. firm's experts offer to take your money in exchange for their help in dominating the network, show them the door. Hand the cash to your R&D, training and service people instead.”
A little tongue in cheek I hope. PR and new marketing isn’t, as Seth said, something “magical.” All the social media in the world won't help if the product or service stinks. But it can be transformational for an organization that understands that social media is not just a blog and a podcast. It’s an acknowledgement that new media must pervade the organization from the CEO down to the call center rep. A good consultant must be able to assess how an organization's marketing fits with product development, customer service and company culture.
For another perspective, I listened today to a webinar hosted by Charlene Li, a vice president and principal analyst at Forrester Research. She talked about how a social media strategy must first begin with understanding your target customers' attitudes and behaviors towards social technologies. Charlene also emphasized it’s about relationships, not specific technologies. Even before you go searching for a consultant, you need to understand your objectives (what you hope to accomplish) and strategy (what customer relationship do you want to change).
This may seem pretty straightforward, but clearly the hype around social media can distort a true assessment of your organization’s and your customer’s needs.
Let me get back to you.
Technorati Tags: Social Media; Forrester Research; Charlene Li; Social Media Consulting; Social Technographics;
I would suggest picking a social media consultant that understands the holistic view of social media. But I am a bit biased :-) (Comment this)
Enjoy your blog. Test comment to see if I got thru the Blog.com registration process.
Tom O'B (Comment this)
Social Media is not magical or even complex (if we ignore the technology). The internet has enabled me (and you) to find like minded peers around the world and have conversations with them, share opinions and ask for advice. Companies hate this, because they are not in control of it.
I was on Charlne's webinar yesterday too, and was really surprised by two things - the high level of interest in companies building their own social networks (as if) and the (corporate) fear and dread at actually engaging in a conversation with their customers.
Interesting new world! (Just like the old world)
PS - as a photo geek I really enjoy your work.
Tom O'Brien (Comment this)
Thanks for your comment. The question is -- are we marketing and PR consultants who know social media or social media experts who know PR and marketing? Which is more likely to get you in the door? (Comment this)
Thanks for sharing. As for the photos, if only I could make it my day job. I am hoping to do more entries and may relegate photos to the side bar or perhaps open a gallery on second life.
Cheers (Comment this)
David Reich
my 2 cents (Comment this)