I’ve been one of the main proponents of using social media to find a job and build my own team, especially in this economy. In
fact, our agency dedicated an entire day of service just last spring to the City of Dallas by offering a workshop on networking and how to use LinkedIn to find a job. What’s more, I’ve recruited using LinkedIn and Twitter. But as each of these popular platforms matures, I’ve been noting a few troubling trends, something that is making it even more imperative for recruiters to dig deeper, do their homework as it were:
The onslaught of social media experts. Even those of us with a couple decades of marketing experience under our belts would be highly mistaken to place the word “expert” in our vitae when it comes to social media and PR 2.0. The platforms, most of them, have not been widely accepted as marketing tools until extremely recently. It’s safe to say that these practices are still “wet behind the ears,” most of them less than 3-4 years old. Add to this that each of the platforms and others on their heels are consistently changing, and all of us are still learning. Look for honesty in their responses to questions concerning this area of practice. Authenticity will yield the best candidates. Flourishes and embellishments are the stuff of caution.
The evolution of miniature emerging media strategists. I’m not sure if it’s the “bubble” that Twitter creates within its communities or if it is the instantaneous connection it creates between its members through web and mobile, but the “faux expertise Kool-Aid” seems to flow a little more freely these days, especially in communities with marketing novices. Read their profiles and they are emerging media or marketing and PR strategists. Look at their resume and count the years, and they are only a year out of college. Developmentally, is this even possible? Has the technology even been around long enough for this to be possible? Perhaps attending a couple Tweet Ups does it? The koolaid spills over into their LinkedIn profiles, but digging deeper a recruiter will find that they’ve set up a Facebook page here, and updated content on a website there, perhaps even posted on Twitter for a brand; but how about actually building the strategies behind the platforms? Chances are someone with many more years of experience in marketing has actually done that. But hold on to your offer letters, these little social media moguls will actually ask you for thousands above what they are actually worth. It’s a peculiar trend.
The rise of the social media snake oil sales(wo)men. Most of these folks come from a background in interactive;
ask them about their services and there is nothing that they can’t do. They will strategize, build, manage, promote, advertise, do the public relations and do magical acts as well. They are typically the one-(wo)man set up, hosting workshops online and at hotels—doing all the work themselves, claiming to do the same work as a global agency. These folks have some loyal followers, and it’s pretty amazing.
There is some good news in this state of the mediascape for all concerned, however: the rise of emerging media as a viable marketing tool has leveled the playing field in several ways:
- There is money to be made by everyone. Advertisers, public relations and interactive can all have a piece of the pie and somewhat live in harmony (it may take some effort). Consultants also have the chance to build their businesses.
- Junior hot shots have a chance to shine. Millennials seem to use technology like it is just another appendage. They are awesome super-users. With some grooming and nurturing, and sometimes a little bit of an ego check, they can grow into polished marketers.
- Seasoned talent has a chance to apply marketing savvy and innovate. Applying the knowledge that you already have in the traditional realm will add some sensibilities to the planning process; but this is also the chance to step outside the confort zone and try something new.
- Finally, brands can build dynamic teams with seasoned talent, junior hot shots and team members from the entire 360 marketing mix.
If you’re hiring, interviewing or issuing RFPs, I’m sure you’ve come across one or two of the characters above. I’d love to hear about your experiences.

n journalism is a powerful and real force. Loved and hated, bloggers are here, and it doesn’t appear that they will be going anywhere soon. And whether you like it or not, these bloggers have influence. In the beauty industry alone, citizen journalism has spawned a whole new category of influencers that have a formidable network of followers and friends who turn to them for advice and information. One beauty blogger can have a blog, a Ning, a Facebook page, a Twitter and a YouTube site where she demonstrates, reviews and launches promotional giveaways. Ignoring this group of influencers is a big mistake. To have them on your side is a wonderful thing. To have them against you, well, then you’d need to invest in issues management, so you may as well befriend them.
enthusiastic yet vague reasons in favor of the agency’s presence on Facebook, I decided to join and launch a personal site. It made sense since the agency had recommended Facebook pages as a part of a broader social media strategy. I didn’t want to leave knowing all of the platform’s functionality to the troops—good for the boss to know as well.
ed in the past, reuniting with cousins, aunts and uncles and even bantering with my pastor, his wife and members of my mega church family over Beyonce’s Good Samaritan act with Taylor Swift. I’m completely ‘socialized” on Facebook and enjoying it.
d strategy—mostly just tactics.
Now let me just say, I am not for putting all of your business on front street. Absolutely not. However, there is a degree of transparency, a way to communicate openness, that can work for any brand. It’s a ginger stroll into unknown territory, but once you engage in a way that is a bit more accessible, the social media doors will fling open for you. Novel thought? Not really. A brand that does it well is Dell. With customer relations types at the helm of their Twitter team, Dell is one of the most approachable brands on the social webs. Follow
the webs aren’t just pushing huge pitchers of their brand’s Koolaid. They interact, show some humanity, offer up a personal dimension to their postings. What’s more, they leave the marketing speak in the marketing suites, and they don’t mind connecting with their followers and friends in a way that truly resonates. A brand that does this like no other (and in the spirit of full disclosure: our agency is behind this Twitter) is 
