For many companies exploring the idea of social media or taking the plunge into social media, it often makes sense to seek external help. One of the options is hiring a social media consultant, which is no easy task given the number of people who have hung up a shingle recently.
So what should you look for in a social media consultant to ensure the money being spent is well spent? Here are some tips:
1. Communications expertise or experience. As much as social media gets a lot of attention because of the tools involved, it's a communications medium driven by good content. This makes it important to hire a consultant who understands how to create, pitch and deliver stories to a variety of audiences.
2. Avoid social media "enthusiasts" who call themselves "consultants": There are too many people who are really into blogging, Facebook or Twitter that decide they can charge for their "expertise". While they may know how to use social media services, it is a completely different set of skills to counsel companies on how to best to get into social media, the most relevant tools, best practices and how to successfully create social media campaigns.
3. Experience matters. Look for consultants who have a track record. Ask them for examples of campaigns and projects they created, as well as the success their clients have had. It is still early days for social media but enough time has passed that a solid consultant should have some solid real-world experience under their belts.
4. Look for someone with a strong social media presence: It's one thing to talk the talk but a consultant should also walk the walk. They should have an active and engaged presence on social media - be a blog, Twitter, Facebook, YouTube, LinkedIn, Foursquare, Tumblr or Flickr. It show that they not only use the tools but you can get a sense of who they are and their stature within the social media community. It is always a head scratcher to find a social media consultant who barely uses social media. If you're not immersed in social media on a regular basis, it is easy to lose track of how the market and the services are evolving.
At the same time, be cautious about people who talk about how many followers they have on Twitter or friends on Facebook as a sign of their social media expertise. Quantity in social media can be a game that can be manipulated.
5. If possible, find someone who has managed or operated a corporate social media program. This offers insight and experience that can be invaluable when creating strategic and tactical plans because it provides a consultant with a tangible sense of what's involved in making social media happen. It is like hiring a major league baseball manager; it's better to hire someone who has played professional baseball as opposed to have only coached.
6. Ask a potential consultant what they see on the social media horizon. Although it is difficult to really tell the next hot thing in social media, someone who knows the landscape should be able to offer some perspective about the trends and issues a company should be aware of. This will help make sure any strategic roadmaps take into account the evolving social media landscape.
Disclosure: Part of my business is social media consulting so apologies in advance if this post comes across as self-serving. The points above are things I think are important, regardless of whether people hire me or someone else.