I will never hire a ‘social media expert,’ and neither should you

Social media alone won’t transform your company; it’s one of many marketing tactics. Don’t be fooled by the ‘expert’ who tells you otherwise.

I was going to call this article “All ‘social media experts’ need to go die in a fire,” but I figured I should be nicer than that.

But my title stands. If you call yourself a “social media expert,” don’t even bother sending me your resume.

No business in the world should want a “social media expert” on their team. They shouldn’t want a guru, rock-star, or savant, either. If you have a “social media expert” on your payroll, you’re wasting your money.

Being an expert in social media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.

Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you.

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