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With the rise of social media, do it yourself platforms and the popular notion that you can be an “expert” at anything within 4 weeks a la Tim Ferris, I can’t decide whether I’m sad or pissed.
I’m sad that social media campaigns these days are lackluster and siloed. They’re boring. They don’t match nor do they support other marketing pieces (i.e. in store, email, billboards, etc.). I’m sad that today’s generation of social media “experts” have never learned the basics of concepting a marketing campaign nor properly presenting a holistic POV. I’m also saddened that people think that you can become an expert marketer in 4 weeks time. What ever happened to the idea behind Gladwell’s 10,000 hour theory? Even if you worked 24 hours every day for 4 weeks, that only amounts to 672 hours; a far cry from 10,000 hours.
I’m pissed for the same reasons that I am sad. Any Tom, Dick or Harry who reads a Mashable article or sees a Pinterest infograph suddenly thinks they’re an expert. They wholeheartedly believe that if it works for one brand, it must be 100% right for every other brand- from luxury to wholesale from B2C to B2B.
What are we doing about it as an industry? NOTHING. Greedy Ad Sales Execs are allowing PR pros with NO media buying experience to buy media without even understanding their options or goals. How do I know this? Because I get daily emails asking me what is a $15 CPM and how do they tell their client what the cost is. Seriously.
The twitterati pat themselves on the back for cute quips and band together when anyone steps in with a alternate opinion. Conferences and weekly twitter chats like #likeablechat are the same people, the same superficial and recycled quips that we’ve been seeing for years.
So, while I know they’re too busy getting their hands dirty, will the real experts please stand up?
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