While I was doing what I do best (not paying attention) during class today, I came across this article while fumbling through my Pulse News app from Business Insider on my iPhone called “Why I Will Never, Ever Hire A ‘Social Media Expert'”. To put it lightly, I was appalled by what I read.
In summary, the article claims that no company should hire a social media expert onto their team because it is a waste of money on payroll. The author even goes on to say that, “Being an expert in social media is like being an expert at taking the bread out of the refrigerator.” He does have a point in saying that the goal is to make an amazing sandwich, meaning that social media is just another facet of marketing and customer service… but to me, a social media expert should understand this, too, and be able to make that sandwich into a gourmet meal.
What bothers me most is that the author makes it seem that “social media experts” are completely uninformed as to what the goal of marketing to an audience is. He claims that it’s about transparency. It’s about relevance. It’s about using the tools to market to an audience that wants to help your story. “Social media experts’ don’t know this. They’ll build you a fan page, and when all that work doesn’t convert into new sales, they’ll simply say, “Well, we’ll just post more.” Are you kidding? I may be only halfway through my major classes, but I like to think I have a pretty firm grasp on all of the concepts covered in the article. And for him to say, in capital letters I might add, “THEY CAN’T WRITE.” Well, to hell with you! You shouldn’t be writing at all, you uninformed, arrogant jerk.
I may be overreacting. I wouldn’t call myself a “social media expert” because I have learned that with my personality, I cannot and will not hold a job that consists of spending hours upon hours at a desk in front of a computer. I have learned that yes, I love my major and am so glad I chose to study public relations. But I love it because I can do more than become a “social media expert” with all of the experience and knowledge I have acquired over the past three years. So maybe this Peter Shankman jerk isn’t addressing me, but he in his article he is telling a few of my fellow classmates, whom I respect and admire for their social media expertise, to “go die in a fire,” and I’m NOT okay with it.
I want to point out that he closes with this, ”
Social media is not “cool.” MAKING MONEY IS COOL. Social media is simply another arrow in the quiver of marketing, and that quiver is designed to GENERATE REVENUE. If you’re doing anything else with social media, here’s a book of matches, and I expect to never see you again.” Dude, where have you been? Social media is cool.. get with it you old fart.
Class, read this article and tell me if you agree or disagree. Should we be offended?
Strategically Communicating 
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