Death of the Social Media Guru


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Read the detailed study on social networks like Facebook, Linkedln and Twitter adopt and find out how to effectively use these tools in a commercial capacity and increase your popularity in social media network.

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Death of the Social Media Guru

  1. 1. Death of the Social Media GuruAs a result of organisations becoming increasinglyaware of the burgeoning power of social media andconsequentially seeking to grow their onlinepresence, a new breed of candidate has emerged. Theself-proclaimed ‘social media guru’, but with no benchmark set to aspire to and no qualifications to back upthis status, couldnt anyone call themselves a SocialMedia Guru? And what effect will this have upon theindustry as a whole?Personal to professionalCommunity Engagement Consultant Ilana Foxrecently started a campaign in an attempt to rid theworld of the so called ‘social media guru’.Resentful of being classed as a social media guruherself, Fox brings to the foreground the reasons forthis new trend and the inevitable issues arising as aresult.Many of the issues raised by Fox are already revealingthemselves within the recruitment sector. The vastmajority of ‘social media gurus’ we encounter basetheir skills upon their personal use of social networks
  2. 2. such as Facebook, LinkedIn and Twitter, adopting theview that they are qualified to use these tools andhave used them effectively in a commercial capacity.Yet their knowledge and evidence of how to drivecampaigns through social media and achieve resultsis sparse. Whilst the basic principles are there such asboosting numbers, there is no strategy in place orunderstanding of what the moral and ethicalimplications of using these channels are.What do clients want?The primary request that we are seeing as recruitersis a demand for results driven candidates. Clientswant to see how a candidate’s social media skills haveimpacted in a previous post upon tangibles such asROI and traffic - they want commercial value.However, many organisations are unaware of how tobest measure this and as such have no previousresults for comparison, meaning that the success of acampaign and a candidate’s worth is open tointerpretation.Yet with digital still evolving of development,inevitably we are seeing a skill shortage as the marketplays catch up and the candidates who can deliver inthis capacity are few and far between. This results inthe hiring of the not so capable ‘social media guru’ ina desperate attempt to quickly establish themselvesonline.The price of social media expertiseWhat is perhaps more worrying though is that thislack of understanding from both client and candidate
  3. 3. is directly influencing salaries. The salaries currentlyoffered and requested for these roles are notreflective of the work required or skill sets possessedand often differ wildly from one organisation to thenext. Leading to confusion for clients and aninaccurate sense of market worth for the social mediaguru.What next?Birmingham City University became the firstuniversity to offer a degree in social media back in2009. Since then many other universities havefollowed suit by integrating social media moduleswithin related courses such as Media Studies andMarketing. Perhaps an indication that in time we maysee a new influx of candidates with ‘certified’ socialmedia skills and the criteria could soon become moredefined.That said, skill development in general andparticularly within digital is usually an organicprocess and acquired through experience. Foxoutlines that the core attributes to look for if seekinga social media expert are a background of PR ormarketing, along with a strong knowledge of medialaw.So if you’re new to the industry then gettingexperience in the aforementioned areas is a goodstart and if you’re already working within theindustry, whether it’s in a marketing, communicationsor PR position then why not speak to your currentemployers about additional training. Or better still, if
  4. 4. your organisation already has a digital team see ifthey can help – even if it’s shadowing for a week. Halfof what’s needed is experience, but the rightexperience, anyone can create a group or boost thenumber of twitter followers they have but as we’veidentified it’s a case of delivering results.About Major PlayersHeadquartered in Covent Garden, London, MajorPlayers’ team of more than 80 consultants providesfreelance and permanent personnel. The firm recruitsfor various advertising jobs, marketing, design,digital media, events, interactive media, creative,design, PR jobs in UK.for more information visit +44(0)207 836 4041Mike Iannella: Caines: