5 Questions to Test Social Media Expertise

Social media ‘expert’ is an undefined term, so use caution when working with someone who claims to be one.

As you consider their services, ask these five questions and find out if they are seeing the big picture. If their answers don’t address the objectives of a good content strategy, move along.

1. How do you determine which channels and platforms we should be playing on?

If you’re producing quality content, you need it to reach and engage the right audience. Just tossing it onto the “it” channel du jour doesn’t mean you’re maximizing its potential.

2. How do you determine where we should have a presence in the future?

The logical follow-up to question one. Things change quickly and frequently in the online world. MySpace yesterday is Facebook today. What’s the plan for tomorrow and the next day?

3. How will you apportion our budget across these channels?

Different channels, different needs. Each channel or platform requires more or less spend, financial and human. What’s their budgetary plan for you?

4. What’s your approach to distributing content to a variety of audiences?

If all they know is Facebook and Twitter, they’re not doing their homework or exploring new channels; nor are they addressing your unique needs or the value of niche audiences.

5. How frequently should we publish?

If the answer is anything less than very frequently, move on. The life span of content, no matter how engaging, is brief. To stay relevant, content should be perpetually produced.

The takeaway

Ask these questions and you may get some surprising answers — or blank stares. But the answers will give you the necessary insight to judge any social media strategy. You’ll learn whether your local neighborhood ‘expert’ recognizes the long-term strategic goals your company should be developing in 2010.

About the author

Andrew Davis -

In 2002, Andrew founded Tippingpoint Labs with journalist James Cosco. Since then, he's spent countless hours exploring the online universe and building a methodological approach to developing digital strategies that drive revenue or reduce costs.

Andrew's always asking big questions and analyzing data to understand markets, online forces and even business models. Andrew's research has resulted in the creation of innovative online metrics including Online Brand Value and Category Brand Value, eye-opening graphical representations of website evolution through the New Media Life Cycle and even using online data to predict offline revenue.

When he's not surfing the web, Andrew's traveling the globe speaking to a wide-variety of audiences about everything from social media to the future of print. Andrew is a frequent contributor to the Tippingpoint Labs website and has been creating valuable content since the early 1990s for The Jim Henson Company, CNN, The Today Show and MTV.

He's contributed to a book of short stories, called The Way Things Were and produced and co-wrote Roadside Ambition a documentary film about one small town with two huge balls.

"In a world where content is consumed as rapidly as it's created, companies need to develop a sound strategy to creating valuable online experiences that can, and should, be leveraged enterprise-wide. There is a content solution to every business challenge."