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by Adam Gray | @AGSocialMedia | LinkedIn

We speak to lots of organisations that “help” their clients embrace social media. I use the word “help” in quotes because if you help someone (or a business) what you do is make a difference and so often that isn’t the case.

The two types of organisations we see are: Agencies and Digital Transformation Consultancies.

Agencies do he work for the client. Perhaps this is based on managing their client’s social presence, or writing content fo the client or creating adverts but all of these things work in the same basic way. The client outsources part (or all) of the work to the agency.

I get why this is attractive. It’s a quick fix. The client doesn’t have to spend time either learning or doing so the agency can simply sweep-in and make the pain disappear. 

There are however, a couple of things to consider with this approach.

  1. the client pays quite a lot of money for relatively little. If I were running the agency I would buy-in the staff and sell their services out at a profit, therefore typically the client gets a junior person for a senior price.
  2. When the client stops paying the agency, the benefit ends. It is a very tactical approach and not one that we at Digital Leadership Associates favour. Our clients do on occasion say to us “can you do this for us” and we always say “no because we would rather teach you how to do it for yourselves” as this leaves a permanent benefit rather than creating an ongoing cost.

Digital Transformation Consultancies, or Management Consultancies. All of the large consultancies like to offer social media as part of their “digital transformation” programmes as they acknowledge that this is a crucial part of how people communicate these days. However, deploying social media within a business has little to do with knowledge transfer and education but has everything to do with changing people’s behaviour. Everyone’s behaviour.

That cannot be accomplished by putting in an appendix which says that ‘people will be encouraged to use social media by sharing company approved articles” because this is not social…this is spamming. 

The process of success in social media comes from a combination of:

  1. a clear process. eg. when an important prospect posts an article like/comment/share that article. Always.

AND

  1. empowerment. Everyone needs to recognise that they have a crucial role to play and that the value that they add is THEIR voice (rather than the company’s voice).

In my experience the “social media experts” within Management Consultancies are not experts. A quick glance at their own social media presences will underline that they are not experts because they are not exhibiting the sort of behaviours that experts do. Drinking the Cool Aid is the perfect metaphor. I (personally) and everyone at Digital Leadership Associates (and our resellers) is an experts because you need only look at our profiles and you will see that we are all demonstrating Best Practice.

If your advisor doesn’t lead by example they simply cannot understand what you are grappling with because they clearly have not grappled with (and solved) it themselves.

LinkedIn has nearly 600,000,000 members. Facebook has nearly 2.5bn users. For every major social media platform the number of users is simply mind boggling and if you want access to those people you will have to work hard to achieve that.

What I mean is YOU will have to work HARD.

For example Kylie Jenner (to pick a celebrity at random) has made $900m from her social media presence, at a smaller level, Zoe Sugg aka “Zoella” (a young British YouTuber) makes seven figures per year. At a smaller level still, my co-founder Tim Hughes is generally regarded (well by pretty much all of the influencer measuring tools) as the world’s top Social Selling expert – Tim hasn’t made $900m or seven figures per year…but like the others he has built a large following that listens to what he says. So when he says the steps are A – B – C then you know that he has experience of what’s required to achieve this fame and to be frank it’s hard work. Tim is ALWAYS on Twitter answering questions and posting interesting content, Zoella is forever making videos (yes she has a small team to help her now, but the is still the subject of a video or more per day) and Kylie Jenner has a (larger) team sporting her but she is still the person shooting the photos and in the clips.

The one thing that they have in common is that they are all working hard to achieve their fame and if you want [appropriate] fame you will need to work hard too.

But one thing is for certain, it’s a great flea easier to post a few videos per week and tweet some interesting articles than it is to make 200 cold-calls per day or live on the “hope” that your campaign might solve your pipeline problems.

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