Have You Hired A Social Media Expert For Your Company?

In a blog post titled Why I Will Never, Ever Hire A "Social Media Expert," Peter Shankman points out what the hype is really about:

"Being an expert in social media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.

Social media is just another facet of marketing and customer service. Say it with me. Repeat it until you know it by heart. Bind it as a sign upon your hands and upon thy gates. Social media, by itself, will not help you."

You mean, it's just a fancy way of marketing? You're kidding? Now go do something productive!