Although Social Media has been in existence since the beginning of the Internet, it is only recently businesses have been utilizing Social Media Marketing to communicate with consumers and promote their businesses.
Social Media Marketing has most definitely become a “Buzz Term”. The ever increasing popularity of Twitter and Facebook ensure mention of Social Media often in the main stream media, bringing it to the attention of all business owners and managers.
However, without doubt Social Media Marketing is a new trend and as with all new trends there is a learning curve and an influx of gurus. Social Media Marketing is no different, there is tremendous growth in the number of Social Media Professionals who claim to have a comprehensive understanding of the entire Social Media environment, both from a consumer and business perspective.
I do have to ask. Where did these Social Media experts gain such an in-depth expertise on a complex topic with numerous interactions and reactions in so short a time period? What is their background?
What professional discipline is most suited to offering Social Media Marketing services?
Currently I do not believe there are many individuals or companies which have the combined skill sets required to offer truly professional Social Media Marketing services to businesses. The Social Media Marketing hybrid is still under development.
To understand the skills required to succeed as a Social Media Marketing expert, a brief overview of Social Media Marketing is necessary.
Marketing
Although I’m sure many will disagree, it is difficult to remove the marketing aspect from Social Media when considering business initiation of a Social Media program.
A business would not be in business if it did not have a product or service to provide the consumer. Marketing can be defined as the process of promoting and selling of goods and services to consumers.
Why would a business undertake the expense and time required to succeed in Social Media if the end goal was not to promote and sell its services? Marketing is a fundamental goal of Social Media Marketing.
Public Relations
The “social” aspect of Social Media Marketing is the message, and the interaction between the representative of the business, and the consumer.
Although there is the potential for an overlap with Marketing professionals, the ideal profession for business to consumer communication is the Public Relations Professional.
Public Relations can be defined as the processes used to manage the information between a business and the consumer to achieve a favorable impression. Who is better equipped to provide the expertise required to broadcast the company message and interact with consumers in the Social Media environment than the Public Relations Professional?
Web Professionals
Virtually all Social Media Marketing is completed online. The Internet is the forte of Web Professionals including; Search Engine Optimization, Web / Graphic design and Web Usability experts.
Once the Social Media initial interaction has been completed using Social Media tools and techniques, in most cases the Social Media Marketing and interaction will move to the company’s web site.
The Web Professionals have the expertise and background required to understand and capitalize on visitor / web site interaction.
An effective web site and blog are an integral part to the overall success of a Social Media Marketing program. Web professionals ensure the efforts of the Marketing and Public Relations experts is not undone due to poor web site, search engine and web usability performance.
Measuring the Effectiveness of Social Media
Measuring the effectiveness of Social Media is not straight forward
Measuring the effectiveness of Social Media often requires analysis of public impressions which is more often than not, completed through market research, a service which is within the realm of the Marketing Professional.
Monitoring the publics impression of the company through the media has long been the realm of the Public Relations specialist. Determining, monitoring and reacting to the public impression of the company through public comments within the Social Media environment is best completed by a Public Relations Professional
Some Social Media effectiveness measurements are capable of being tracked online through web analytics software such as, web site traffic which increases in conjunction with Social Media message broadcasts a task which is within the realm of the Web Professional
Conclusions – Who are the Social Media Professionals?
Currently I do not believe there are many individuals or businesses which possess the varied skills required to offer the comprehensive Social Media Marketing services businesses require. Without doubt there are individuals and companies who have experience in all or some of the above and the ability to learn quickly and to understand and utilize new concepts who are offering adequate services, but the numbers are limited.
I believe the unique and varied skill sets required to succeed in Social Media Marketing will be acquired through trial and error and the development of strategic business alliances.The future is bright for both the service providers and service users. Social Media is not a trend, businesses will adapt to a new way of interacting with he consumers, and service providers will adapt to offer the services and skills required.
