I confess, I admit: I could never ever coach an American Football team. I have never played it, never watched a full game, I do not understand any of the rules, and I am completely ignorant to all the habits and sensitivities. I would probably do about as good as a drunken rhinoceros in artistic skating.
In my book, to be good at something requires enthusiasm, sheer will, track record and hands-on experience. And that is exactly what I see as lacking in how most influencing agencies cope with social and digital media. They line up their usual experienced heavy weights to provide their clients with strategy and guidance on how to integrate digital and social media into the overall marketing and communication mix. Little side note: an alarming high percentage of these heavy weights have no experience in the digital and social media world. Even more alarming is that the teams they roll out, into the field have none either.
A fascinating amount of power is given to people who have no clue what’s what in Social Media land. It’s not because you’ve read Groundswell or The New Normal that you are fully equipped to deep dive successfully into this fast moving area. It’s not because you know how a journalist thinks that you should take it for granted that a blogger thinks or behaves in the same way. It’s not because you’re a hotshot in direct marketing that you understand –at all- how twitter works. It’s not because you were fab in influencing through 25 square meter advertorials that you can safely assume that a banner on a site will actually benefit your client or cause in any way. It’s not because your toddler is reasonably good with Lego that it is statistically safe to let him/her play with a fully loaded Kalashnikov.
I’m confronted on a daily basis with blogger relations experts that have never blogged, community managers that are online rookies, and twitter experts that have less reach and followers than my 83 year old gardening neighbor on a rainy day. Robin Wauters of TechCrunch gave a PR professional a full broadside years ago for not playing online engagement by the online netiquette rules. And Wauters was so right. Too many arrogant old style off-line influencers think they can take the online new interactive digital scene by storm… and birthright. They look down on this booming online realm with an explosive mixture of denial, ignorance, arrogance, even disdain: an ideal cocktail for guaranteed distaster.
Not so long ago, agencies tried to offer top-notch journalists, analysts, Pulitzer Prize nominees and politicians a job to get extremely valuable hands-on knowledge, credibility and experience in house. To think that these same people will make the difference in online engagement is a huge mistake that cannot be remediated by an over lunch training session. Big time for agencies and their clients to go hunt for social media wizards, top-notch bloggers, proven star-profiled tweeps and highly connected social networkers.
Only by upgrading their workforce with Digital Wizards will companies, organizations and agencies stay afoot in this morphing landscape. How did Cary Grant say it again: it takes a thief to catch a thief….