Today’s Social Media Experts are the Email Experts from 1965
July 30, 2008 at 11:06 am | In Career Development, Personal Branding, Positioning, Success Strategies, social media | 21 CommentsI’ve put a lot of thought into the future of “social media experts,” which typically includes consultants and corporate employees who dawn the “social media specialist“, “social media manager” and other titles. Jeremiah Owyang has the entire list.
The truth is that these titles will be non-existent in the future. Social media is not just an advancement in technology, but it’s a movement, in which we have transitioned our behaviors and interactions. A similar instance of this occurred in 1965 with email. Although email hasn’t disappeared, it will slowly be manipulated and drained by the likes of social networks like Facebook.
The history of email
Before email, people used regular phones (not cell phones) and in-person meetings to hold conversations. Around 1961, people’s behaviors began to change, as the internet was born and MIT first demonstrated the “Compatible Time-Sharing System (CTSS)“, which allowed multiple users to log into the IBM 7094. The IBM 7094 was the fastest computer of it’s time (IBM sold it’s computer business a while ago). In 1965, CTSS allowed multiple users to login and encouraged users to share information in new ways. From email came network email, which allowed users to send messages from one computer to the next.
The history of social media
Before social media brightened all of our worlds, web 2.0 was coined, which symbolized the transformation of the internet. Web 2.0 aims to enhance creativity, information sharing and collaboration among users. Although this is nothing new to you, after reading this blog, in combination with others, it’s important because social media became a set of tools that facilitates web 2.0 behaviors. A lot of people get “social media” and “social networking” confused because they are unsure what the difference really is. Basically, social networking is an instance of social media. The main movement comes from the openness of communication, human interaction and an integration of words built to share-meaning.
What defines an expert?
I never used to brand myself as an expert in personal branding and social media. It came about almost unexpectedly when I proved the concept that I replaced. For the first 6 months of my blog I felt comfortable calling myself a “spokesman” or “personal branding spokesman” until Fast Company wrote about me and was recruited based on my passion at the same company I applied to a year before. This was my transition to expert and the reasoning is simple.
To be labeled as an expert you need PROVEN results, with an associated endorsement to back it up.
Although I brand myself as a personal branding expert, I’m hired by EMC to be their social media expert and there is a big difference. Social media is just 1 of 8 tentacles of personal branding (see Octopus Model of Relevancy).
A comparison and explanation
Both email and social media have a lot in common. First, I don’t believe anyone was ever called an “email expert” but they were possibly referred to as such in the workplace, when few understood the concept. If you Google “email expert” you will get approximately 40,000 results, of which, none are relevant. Second, social media and email both stem from the art of communication and interaction, accept social media is more advanced and new.
So why do we have “social media experts” today? Well, it’s taken our culture just as much time to understand the ramifications of social media and because of generation differences, some are adopting it faster than others.
Will we all be using and have proficiency in social media 2-4 years from now? The answer is yes.
When everyone is an expert on a topic and has the same level of competency, the expertise becomes a standard.
Basically, you can’t stand out, thus your personal brand suffers. This is a reminder to us all that we must constantly diversify our skill set and remain relevant to our audiences. It’s like the stock market, where, if you invest all your money on a single stock, and the stock loses value, you suffer. If you purchase multiple stocks in various industries they can counter each other.
In 2-4 years if you claim to be an expert in this field, you will be laughed at. If I walked into work today and screamed “hey if anyone needs help with email let me know,” I would hope people thought i was joking.
The future of social media experts (SME 2.0)
I couldn’t leave this post open ended because it’s too important. I am currently a social media specialist, but I’ve figured out how to apply my knowledge to various business functions, which creates value. Since there is an apparent intersection between social media and business functions like PR, HR and marketing, it’s almost obvious to apply your “skills” to these areas, but not just one. You must learn how social media impacts them all and this blog will help you bridge that knowledge gap. I’ve made the obvious connection between social media and personal branding, which is yet another application.
Apply your social media knowledge to business functions for survival.
If your interests lie in working for a corporation, then you MUST apply social media to those business functions, but also learn traditional approaches and look to the future. At the same time, there is NO job security anymore. When your colleagues preach about “job security,” it’s a load of crap! The only way to have job security is to become indispensable.
On another note, the other popular title in this regime is “community manager,” which my friend Connie Bensen dawns. I have confidence in this title because it’s similar to having customer service representatives. You need individuals to monitor communities, encourage participation and be creative.
Your turn
I’ve spent a lot of time thinking about this and hope to hear your opinion. From social media experts, to community managers, to independents and those who don’t have a bias, please share your thoughts. Part of my message in the past few months has been to protect yourself and by finding new ways to apply your skills, your future will be bright.
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Dan;
Absolutely correct, I think that this “expert” phase is rapidly going to diminish – it’s really more like an early adopter in Diffusion theory. We are most likely about to move into an early majority phase for social media tools. However, understanding human nature and how to effectively communicate with people will not go the way of the dinosaur. As you say, learn how to add value across the board and your council will be sought long after everyone has a grasp of these tools.
Kami
Comment by Kami Huyse — July 30, 2008 #
I remember 12-15 years ago doing a lot of workshops about “internet literacy” – teaching people how to search on google and use email effectively – mostly nonprofits. It took about 5-7 years before using email and knowing how to executive a google search became a basic work skill (at least in “knowledge workers”) or the nonprofits.
So, do you think we have evolved or in the process of evolving to basic “social media literacy”?
Comment by Beth Kanter — July 30, 2008 #
@ Beth – humankind is evolving and technology is allowing us to if that makes sense. Social media is just the next wave.
Comment by Dan Schawbel — July 30, 2008 #
Very good insights, Dan.
Many of the experts in Social Media today are experts about the technology. What hasn’t happened yet is how all of this technology benefits and integrates into a business. Until that happens, social media won’t integrate into work as e-mail has done in the past.
A good example of where social media HAS integrated into business is the very same IBM. Given a global employment and a focus on job skills in 1-2 defined areas (mainframe monitoring in Boulder, CO and India, for example), it is tough to know a person and what they have done that could help your project. After all, they are on the other side of the planet.
So IBM developed social media that lets an employee not just post a resume, but also the social media equivalents of interests (work and non-work) and accomplishments so that others can learn about this person.
Knowing a person used to be physical presence and social interaction — like going out to have a beer after work — but that isn’t possible with a 12-hour time difference. So the social media becomes the substitute for building trust about a person you want on your team.
There are others, but you are correct in that social media is a tool set, not an end point. Being an expert on tools means you need to be an expert on the next set of tools to survive.
Comment by Scot Herrick — July 30, 2008 #
Great post. it’s important to know that we do have ‘email experts’ at companies, probably at EMC.
These are Direct Marketers who run email marketing programs. So although everyone uses email, there still is an official group who does it on behalf of the company.
Comment by Jeremiah Owyang — July 30, 2008 #
Dan, good thinking material here. In general, the word expert is used quite liberally these days – I believe it is a result of the 15 second of fame addiction, and the insecurity people seem to have around being something. I was part of a survey recently where we asked a room of 25 people how they thought they were performing…89% of the people in the room believed they were in the top 10%! There is a message here about self awareness! Ever since the Internet really burst onto the commercial scene in about 1997, peole have raced to lay claim to having expertise. I like Scott’s post above where he talks about people being ‘experts’ in the technology – and that is all. Take away the technology, and the buring ‘need’ to lable yourself an expert, and all we have left is people who like to use the internet!
Comment by Luke Harvey-Palmer — July 30, 2008 #
The rate at which things change nowadays (blame technology, the economy, Gen Y, whatever makes sense to you) makes me wonder whether experts will exist in the future. It seems like there will be a constantly revolving set of specialists, people who develop a specialty long enough to help others learn it and then move on to the next best thing.
Comment by Erika with Qvisory — July 31, 2008 #
Erika – Kind of like Steve Rubel, no?
Comment by Daniel — July 31, 2008 #
Excellent post – best description of what makes the “expert” in “social media expert” – value added positioning, amongst other things. If only all people who adopted that title actually deserved it!
And I whole-heartedly agree – eventually this “profession” will die out as it become common knowledge – much like HTML development.
Comment by keif — July 31, 2008 #
[...] Why, they’re experts in social media! To me, I always related Social Media as a skillset – they are part of a bigger role – much like how we don’t have HTML experts – they are part of a bigger role. They have the knowledge of the tool sets. They have a proven track record of showing how they apply their knowledge to various business functions, which creates value. [...]
Pingback by What it means to be a “Social Media Expert” | iKeif - mootools, jquery, social media and a ton of links — July 31, 2008 #
Email expertise is FAR from outdated. Companies like responsys and Aweber are making a KILLING on email expertise. A killing.
As far as email: if you’re a half-way decent copywriter and understand how to use a targeted email list (or build one), then you’ll never be out of cash. Ever.
If I had to chose between 10k RSS subscribers and a targeted and double opt-in list of 5k email addresses then I’d chose the email addresses EVERY SINGLE TIME.
If I could hire just one person, I’d hire an email expert. I wouldn’t call them that because that’s a silly title, but that’s what they’d be
Comment by thegrowinglife — July 31, 2008 #
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Dan,
Social computing/social media are tools in a skillset, but it takes a smart business-savvy person to actually make them useful for a brand, a company, etc. A social media strategist has a key place right now in the online function, and you are correct that its not just about marketing, but across a business, that can benefit (or, waste $ and resources) with social media tools.
I don’t agree that email expertise is finished – trust me, there are alot of companies making big bucks because of email expertise, and they should be – connecting with people to get them to make a desired response is a critical skill that only gets more difficult as spam grows.
The key for a social media strategist is to understand the best tools and strategies for using social media/computing to reach real business goals.
Comment by robin seidner — August 3, 2008 #
[...] at creating their own personal brands, a vast majority these Internet rock stars — a.k.a. social media experts — have not been trained in core communications theory, nor do they have significant [...]
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This reminds of the blossoming, some years back, of the role of e-marketing expert in pharma. Pretty soon, it just folded back into the broader marketing category, as people realized that it was one more channel (same thing pretty much has happened with eLearning and training). These new tools gain sudden traction and demand new roles for a season, until everyone figures out how they fit into the bigger picture.
Comment by Steve Woodruff — August 11, 2008 #
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Pingback by Sociala medier som profession « Cohn & Wolfe Stockholm — August 14, 2008 #
Hey Dan,
I’m so late to the party! I was playing with a new tool that will be excellent for branding though! and maybe getting here earlier!
I feel that the Community Manager role is SO much more than customer service. It’s primarily communication which includes cust service, tech support, PR, marketing, product development, educating customes & internal staff, etc. It’s quite an interactive role including building community, increasing brand visibility & growing it.
Comment by Connie Bensen — September 28, 2008 #
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