Step one: Create a Twitter account.

Step two: Add “Social Media Consultant” into the Bio line.

Step three: Let the clients roll in.

Seriously though, that’s pretty much all it takes to call yourself as a Social Media Expert these days. Even though most people in our office would consider themselves experts in the world of social media, it’s almost taboo to don the title because of this overpopulation of supposed experts and gurus on the subject.

Silly as it may sound, I feel a bit like a veteran in this industry. I made my entrance “back in the day” when MySpace wasn’t even on the radar as a marketing tool, before every major household brand had an official profile and a fan page, before Facebook surpassed MySpace in growth, and way before Twitter was chronically over capacity. Part of my sales pitch was convincing companies why social media was relevant, and how creating a professional presence on sites like MySpace and Facebook would be a progressive and important step for their business. Nowadays, it’s more a matter what can we do, not why should we do it. Social networks are no longer considered just for kids, or just a passing phase. They are now widely known as vehicles for viral, targeted and cost-effective marketing campaigns.

This social media revolution has given way to a new brand of PR professional, who is more proficient with getting fans for your a Facebook page than drafting a pitch for traditional news outlets. So how do you identify the true experts when looking for a service provider?

1. Background

Before engaging with a so-called social media expert, you’ll want to make sure that you’re putting your marketing dollars in the hands of someone who hasn’t just recently jumped onto the social media bandwagon. What is the history of the company, and what have they done for their clients successfully using social media? A successful track record of clients, testimonials and cleverly marketed microsites is critical.

2. Innovation

How innovative are their ideas? Anyone–even my dear grandmother–can set up a Twitter account. Will your social media expert also customize it, bring sufficient fans, followers or friends to it, and brainstorm with you to create viral promotions that will drive traffic to those social media accounts as well as your primary website? Make sure that your expert can bring you ideas that are out-of-the-box and informed by a history of other successful campaigns.

3. Diversity

It’s important to see social media marketing beyond the social network giants. It’s true that Twitter, Facebook and MySpace are the most prominent sites, and it’s important to have a presence on them. But part of a solid marketing plan includes establishing your brand on niche community sites, utilizing blogs, and also supplementing new media marketing with traditional PR services as needed. Having a well-rounded approach will allow you to explore multiple avenues and measure the results for future campaigns.

On the plus side, contracting with a company who legitimately specializes in social media marketing is a great benefit to succeeding on those platforms, versus companies that offer a range of marketing services but don’t put emphasis on that particular method of marketing. Being especially tuned in to social media trends and applying them to your online presence is key to putting your business ahead of the competition and reaching your target market quickly and efficiently.

As Pearse Street evolved into a social network development company, I founded Social Focus Marketing, Inc. to focus exclusively on social media marketing and design. You can learn more about their service offerings at www.socialfocus.com.

On Saturday night I received unexpected news that my project manager needed to be out of the office for the whole week. With baby in arms, I immediately went from “I love being domestic” mode to “shit, I have to go back to work” mode. To be honest, after the initial panic wore off I was secretly excited. The entire day I was actually feeling rather tormented about how to apply my energies now that I was feeling healed and more energetic, contemplating crafts and more house projects.

The cold hard reality is that I am habitually, neurotically productive. As much I sometimes love the idea of kicking back and taking it easy, I can only realistically do that for so long before the train goes off the tracks from the wheels in my head running a little too fast with nothing substantial to do. I’ve spent the past five years running this business, and at the end of the day it’s much more efficient for me to be doing this than making jewelry professionally or devoting myself to scrap booking full-time, both of which I was seriously considering prior in the day. (more…)

Today the Harvard Business Review published an article, Why Peace and Harmony are Bad for Innovation by Andrew O’Connell. I hate it because it’s true, but I also loved this article because it’s the type of insight that I know from experience is so true. So I figure after two posts on cookies, naps and office synergy I can write a bit on less feel-good circumstances and instead on those arduous journeys that (ideally) bring us to some hard-won nap and cookie time.

Entrepreneurship is survival. If you’ve done it, you know it’s true. No ifs, ands or buts and no matter how much preparation is met with luck or opportunity, building something from nothing in this economy is a trying experience. There are moments in running my business day-to-day that are incredibly intense, frightening and of course rewarding. Nothing is ever certain. Once I start to believe that it is, some unexpected force rocks us into action and reaction.

I write a lot about office synergy lately because for many months, we didn’t have much of it. We started gaining momentum in this area when I made a rather bold move to bridge the gap between executive level detachment and production minutia, taking over both creative direction and the majority of the project management for the company. The transition took about two months to complete, but afterward, life at work was eerily calm. I actually started having some significant anxiety at this point, because that lack of stress was stressing me out. I felt like conflict was coming… Well it did, occasionally, but on a different fronts. Thankfully what started working exceptionally well in our office restructuring keeps working. But that doesn’t keep other annoyances from keeping my blood pressure relatively high. (more…)

It could be a matter of personal preference, but I know that I don’t personally respond too well to threats, disrespect and attempts at intimidation. Despite being young and occasionally on the learning curve, I take a lot of pride in my work, my business and the journey that has brought me here. Possibly one of the worst mistakes you can make when doing business with me is to talk down to me. Although being 5′ 3″, sometimes that’s unavoidable. But you get the point.

I don’t imagine anyone especially likes being underestimated or insulted, but still people occasionally dish it out, possibly thinking that they’ll be more likely to get what they want out of the exchange? I end that sentence with a question mark because I don’t quite understand how someone could rationalize that. Like our breakfast waitress in Las Vegas this summer who took our orders in a rather militant fashion. Does she really expect a tip when she is nearly yelling at me for not having my ID ready when ordering my mimosa? I’m on vacation, lady. Plus I’m down $300, tired and hungover, geesh.

The oddest situations are when I’m paying a service provider and they’re talking to me like I’m a jerk. What’s wrong with this picture? Is this reverse psychology? Regardless, I try to treat everyone with a level of politeness and respect that I would expect from them, whether or not I pay them or they pay me. I think they call it “common courtesy.” (more…)