With the rapid emergence of social media, small and medium sized companies are trying to understand the implications for their businesses. Many carry out their own research – but learn little, others tentatively approach Social Media companies who tell them they have to embrace it and should allocate marketing funds to this new area so as not to miss out (see ”Beware the Social Media Expert”).

So what is the answer?
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With the growth of social media, such as Facebook, Linkedin and Twitter, businesses have been trying to work out what it means for their business activity and how best to utilise the different channels for the benefit of their company. With marketing funds available these companies are potential unsuspecting victims for a new breed of so called “experts”.

Out of the woodwork steps the Social Media Expert. These often are individuals who have been using the different channels in their social life and now all of a sudden have become experts. They try to create the impression they are social media specialists who can deliver all sorts of benefits for companies who want to spend marketing funds in this new area.
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