Steaks, Fakes and Carpetbaggers: 4 Tips for Selecting a Social Media Consultant
August 27, 2010 by admin · Leave a Comment
Lately we’re seeing an upsurge in the amount of social media consultants and service providers. You’ve probably run into a few of them online…heck, you may have even bumped into one while waiting in line at Starbuck’s. They love working remotely, and we all know that the demands of being a social media doyenne can result in serious a caffeine deficiency (a concept I can certainly identify with).
Recently I’ve even come across a few social media certification programs offering to make you a social media expert in fairly short order. Just who is doing the certifying, you ask? That answer varies a bit; but, bear in mind that there is no formal body that can stand in front of you and anoint you a social media Jedi (although that would be awfully cool if they could. Put me down for a pink lightsaber, please).
Social media is still evolving, and there are quite a few skeptics out there. Many corporations remain dubious of the benefits of social media, despite a wealth of examples that prove its relevance. Legitimate service providers, in addition to providing social media consulting services to their clients, also face an increasingly uphill battle when they find themselves lumped in with wand-waving social media sorcerers.
When Seth Godin famously proclaimed, “everyone’s an expert,” somehow I don’t think that was what he had in mind.
There are many wonderful, qualified service providers out there, and they are worth every penny that they are charging. So the question remains, how do you separate the genuine article from the so-called?
Spotting the Fakes
Just this week I was speaking with a new client that has been ruthlessly pillaged by various and sundry marketing folks. Truly, it isn’t his fault. To those who are not all that familiar with social media, being able to spot the posers can be as difficult as spotting a quality knockoff handbag. It may look the same — but looks can be deceiving. And, unfortunately, by the time you’ve realized what you thought was a Gucci® handbag is really one that reads “Cucci,” that smooth-talking salesman has already packed up his kiosk and moved on.
To review, a snazzy title does not an expert make.
Beware the Carpetbaggers
After the Civil War, Northerners that came to the South were often referred to as carpetbaggers. Some came to do good, but most of them came to take advantage of the post-war aftermath. They came up with crooked and questionable ways to profit and place themselves in positions of power. Social media carpetbaggers prey on unsuspecting folks who are looking for help in boosting their social media profile. Instead of helping them, these hucksters toss around a few industry buzzwords, promise the moon, take the check and run.
A real social media powerhouse will be able to cite specific results they’ve achieved for clients, as well as how they measure said results. Demand more than sparkling vocabulary. Ask for details — plans, metrics and references.
Is it Social Media Sizzle or Steak?
America’s most infamous salesman, Elmer Wheeler often spoke of “selling the sizzle, not the steak.” Selling the sizzle is great advice — so long as there is an actual steak to be served after the sale.
If your guru is singularly focused on posting on his own wall, or retweeting and sharing his own posts, how the heck is he going to get any work done for you?
It’s simple – he won’t.
The true social media pro participates in conversations on Twitter, has great comments and dialog on his blog, and shows a genuine interest in forging relationships with his followers.
The Bottom Line — Conduct Due Diligence
A bit of research goes a long way toward avoiding a problem. Before you hand over your hard-earned cash, take some time to check out the service provider. I have come across a number of professional social media experts over the years. These folks don’t need gimmicks, props or sleight of hand to garner clients, and they certainly don’t use them to produce results.
And by the way, for those who may be wondering what qualifies me to share these insights — the answer is simple. I’m a Diva, of course. 
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Did it provide you with a new insight or resource? If so, buy me a cup of coffee, or send me a tip. Any amount you select is greatly appreciated -- just select what you feel this post was worth to you. Cheers!Spicing Up Your Brand
My Grandpa was an Old Spice man long before Isaiah Mustafa made it cool to be one.
First launched by The Shulton Company in 1937, the original product was called Early American Old Spice (for women, oddly enough). They eventually expanded into the men’s products market, using the now-distinctive nautical imagery. It’s only been over the last decade that Procter and Gamble (who purchased the brand in 1990) began expanding the brand with deodorant sticks, body washes, and body sprays.
I have to admit, I would never have thought to pick up a bottle of Old Spice for my husband.
In fact, my earliest memories of Old Spice are all colored with the (circa 1970s) robin’s egg blue bathroom tiles of my grandparents’ bathroom, where the buoy-shaped white bottle was always displayed prominently on the shelf.
In my mind, Old Spice was always an “old man” scent. I mean, it’s called “Old Spice,” for cryin’ out loud.
Fast forward thirty-plus years.
Enter Isaiah Mustafa with his sweater tied jauntily around his shoulders, riding a white horse – evoking imagery that was typically reserved for those romance novels that line the shelves of the grocery checkout line.
The next thing you know, I’m yelling for my husband to stop fast-forwarding through the commercials so I can catch another glimpse of bare-chested Isaiah assuring me that Old Spice can do more for me than improve the scent of my guy.
I admit, I loved the commercials, but I didn’t run out and buy my husband some Old Spice.
Can the Spice Boy Buoy the Sales?
That is the question of the hour. Clearly, P&G was attempting to change perceptions with this ad campaign. When the campaign first launched in February, it quickly racked up over 12 million views. Despite this, in the fiscal year that ended in June, sales of Old Spice were actually down 7 percent.
So here’s the dilemma – P&G has created a media hit with Isaiah… but has the phenomenon overshadowed the brand?
Recently the towel-swathed Isaiah began delivering personalized video messages to fans and followers from where else – the bathroom. He’s burning up Twitter, Facebook and the Old Spice blog with celebrity replies to Ellen Degeneres and Alyssa Milano, among others.
Using celebrities to promote products isn’t a new concept; particularly when the product itself lacks any real distinction — or in the case of Old Spice — has a consumer perception that the brand is outdated. The downside is this — with the “always on” nature of social media, the lifespan of overnight celebrities such as Isaiah (forgive me football fans!) has been shortened dramatically.
P&G runs the risk of quickly overexposing Isaiah (again, forgive me), at which point consumers will lose interest in both the endorser and the brand.
What to do?
Procter and Gamble could extend the shelf-life of this campaign with a few minor changes. Suppose they began doing a nationwide search for real “Old Spice Men?” Brand users could submit short video testimonials of their own, and the best of the bunch could be turned into a commercial for the brand.
What does this accomplish?
First, it will provide social proof. If consumers begin to see lots of hard-bodied young studs are using Old Spice, the brand will again gain buzz and potential popularity. Old Spice would gain brand equity and good will. Lastly, a campaign such as this would also have viral popularity as those who submit entries forward their videos to family and friends. Viral popularity = free advertising…two words that every major brand loves to hear.
It’s too soon to tell how this one will turn out – or whether or not Old Spice will come out smelling like a rose.
We just lost my Grandpa a couple of months’ ago – I only wish he’d lived long enough to see how hip he’d become as an Old Spice guy.
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