The One Question That Truly Defines Someone’s Level of Social Media Expertise

It’s been awhile since I’ve had a chance to blog. Now that my life is a bit more settled, I hope to be able to write and share my thoughts on a more frequent basis.

Over the last number of months, there’s been a fair bit of discussion in the social media world about how people describe their level of social media “expertise”. Terms like social media “expert”, “evangelist”, “guru” and, surprisingly, even “ninja” are used so frequently, it’s almost like there’s a fire sale on them.

Now, I am all for the progression of social media – I feel that it’s important for companies to leverage available tools and technologies in becoming more social and more human in the way they act, communicate and conduct business. ┬áHaving people who are enthusiastic about social media, as well trained in and knowledgeable about social media tools and emerging technologies, is key to this progression.

However, unfortunately there is a significant credibility issue when it comes to people and their often self-proclaimed level of social media expertise. Social is evolving at such a breakneck speed, can anyone really claim to be an expert? In my opinion, no. Further, and more notably, many who claim to be experts actually lack formal marketing or communications experience – social media doesn’t exist by itself in a vacuum, it needs to be integrated with marketing, communications, customer service and other business functions!

This leads me to a key point I would like to make. There is one great way to judge someone’s knowledge of social media. Ask them this question:

What tangible business results have you created through your social media efforts?

The proof should be in the pudding. Even Bruce Lee can’t fake an answer to this question.