Snake Oil

“Social Media is crap.” That’s how I started a discussion at the Princeton Sports Symposium a couple of weeks ago. Of course, what I meant was that there is a focus on the tools of social by many businesses and a lack of understanding of the business reasons why anyone would be using these tools to further their business goals. I am happy, therefore to see that I’m not the only one seeing that, nor am I the only one who sees a bunch of charlatans masquerading as business experts in this space.
Here is what I mean – it’s an article from Business Week and this is the quote which really struck me:

The problem, according to a growing chorus of critics, is that many would-be guides are leading clients astray. Consultants often use buzz as their dominant currency, and success is defined more often by numbers of Twitter followers, blog mentions, or YouTube hits than by traditional measures, such as return on investment. This approach could sour companies on social media and the rich opportunities it represents.

These imbeciles are all shiny bright paint jobs but they literally have nothing underneath that veneer.  As I listened to one guy speak at the seminar I realized I had heard or read virtually everything he was saying from my kids’ friends (they’re smart, but have no business experience).  People were walking out of the room as they felt themselves getting dumber (I know – I left too and asked some folks I knew why they’d bailed).

This is what will delay the serious advertiser investment in these businesses which will make them grow.  These “experts” know very little about accountability yet that is what is growing in importance.  Don’t make the mistake of hiring one of these bozos unless they deliver some tangible, business-related KPI’s along with their buzz spiel!

Nice job, Business Week!  What do you think about this?  Know any of these folks?  I do (but won’t name names in this space.  In person, however…)