Tag Archives: Solution

Is Social Media Certification The Solution Or A BandAid For The Symptom?

Is social media certification a game-changer or something else?A few weeks ago I shared a post that claimed that social media certification was a game changer for social media professionals. The thread from the post exploded with people on both sides of the fence. The two camps seemed to line up around long-time industry professionals that were opposed to the idea and those that see it as something that is badly needed.

Here are some of the comments and views from the two sides of the debate:

The For Certification As A Solution Camp:

1) Brands need in-house employees to be trained.

2) Important for business to understand the strategic role and benefits of social media in the total marketing mix.

3)  It’s a sign the industry is getting more cred that certification is needed to separate some of the wheat from the chaff.

4)  This is an important step to corporate credibility.

5) A call for validation and certification means the industry is gaining credibility and acceptance

6) We do need something in the industry for certification and accreditation, proof of ethical standards

The Against Certification As A Solution Camp:

1) I find that most of the people teaching the courses have never worked in social media and don’t know anything about doing it successfully.

2) A certificate does not mean you are an expert any more than a college degree says you are ready for the business world.

3) Social Media changes so frequently it will be outdated before it’s even printed.

4) I have an issue with this program. Who is teaching the certificate program? IMO the best and brightest in our industry actively working to serve their clients. I do however, think we all have a responsibility within our industry to teach through internships, etc so that we continue to grow our talent pool for future hires.

5) Social media is evolving way to rapidly to have a certificate in it.

Sometimes a piece of paper does not truly reflect someone’s natural ability in social media, initiative, work experience, passion or a common sense marketing approach. Ultimately if you don’t understand the customer and their marketing goals and strategy then it’s unlikely a certificate will provide all the answers.

6) Anyone can create a certificate program on anything. Calling this a game changer only indicates how few people actually get what SM is all about.

Certifications are very important to the companies that sell them…

7) Basically what they are doing is taking money from people who are gullible enough to believe that this will all be relevant in a month or two.

My Summary On Social Media Certification:

At the end of the day, social media certification is not an entirely bad thing, nor is it anything close to a game-changer. As the industry evolves, brands and professionals will need ways to educate their teams and most don’t have internal resources for this. On the other hand, the questions surrounding who is creating and teaching the curriculum for such certifications is troublesome. If the intent of these certifications is to ensure that someone understands theory, terminology and concepts, it could be a good starting point for many. Unfortunately I fear that the ways these certifications are marketed by providers and certification holders alike, leaves much to be desired about the required knowledge and experience required to execute effective social media marketing. Brands and businesses that don’t know anything about social media marketing could be easily duped by people touting their certification with no more ability or experience in social media than my 15-year-old daughter.

What’s your view on this topic?

Reference Article: http://blog.hootsuite.com/social-media-certification-gamechanger-for-professionals/

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Filed under Certification, Marketing, Results, Social Media, Social Media Marketing

Solution To Facebook’s EdgeRank, Revenue And Stock Price Issues

Monday night I was climbing into bed fairly early and thinking about all of the posts and articles about Facebook and their need to drive revenue now that they are a publicly traded company. My thought process also veared to the recent firestorm and frustration surrounding Facebook’s ever-changing EdgeRank algorithm that is increasingly limiting personal and page content reach. As I continued to ponder these two connected issues I began to formulate an idea that I believe to be an effective solution to both.

An article I shared Monday from Computerworld outlines some of the changes social media is experiencing with the “pay” requirement that is creeping into the space and the frustrations that could damage the industry. Their article “Here comes the shameless social money grab” outlines why charging for social networking sites is wrong. Though not comprehensive, it does detail the huge potential backlash starting in the industry. This article was the catalyst that got me thinking on a solution.

Mark Zuckerberg, this is for you buddy. If only you would listen…

My three point Facebook plan involves core changes to EdgeRank implementation, how pages are monetized, as well as new search capabilities within Facebook. These changes are designed to improve user experience, reduce frustration, expand page capabilities and reach, as well as provide Facebook with substantial and sustainable revenue streams. Let’s jump in and review my suggested plan.

Part 1: Facebook Pages – According to Inside Facebok, there are approximately 42 million active pages on Facebook at this point. Given this valuable business use of Facebook’s network, I propose making pages a paid medium for brands at three levels. $3/mo for small, $10/mo for medium and $20/mo for large pages, depending on number of likes.

Pages represent the biggest opportunity for Facebook to enhance value to both business and consumer users of their platform and derive revenue from doing so. My proposed nominal fees for fanpages should also coincide with the removal of EdgeRank placement for these pages in users newsfeeds that have liked the page. Pages that do not subscribe to the paid platform keep EdgeRank in place, resulting in extremely limited reach to their audience.

There are numerous benefits to this aspect of my plan, but I will highlight just a few:

1) Reduction of useless and inactive pages on Facebook’s network

2) Enhanced REAL value to page owners

3) Likers get the content they have opted into without restrictions

4) Pages have more focus to attract real likes rather than fake numbers

5) Clear path to $1 Billion in annual revenue for Facebook, achieved very rapidly

6) Existing Facebook advertising revenue options still applicable, but more valuable to page owners

Part 1: EdgeRank – The EdgeRank algorithm that currently controls what content users see in their newsfeeds is a substantial barrier for Facebook’s average users experience within the platform. Part two of my plan would be to immediately remove the algorithm for personal profiles. Should a user wish to adjust their newsfeed content using existing lists they have created or purchase additional exposure, per Facebook’s recent test offering, these will remain as viable options.

Again, there are numerous benefits to removing EdgeRank for personal accounts, here are just a few:

1) User experience increases dramatically and immediately

2) Significantly more engagement and time on site will occur right away and result in more ad placement opportunities for Facebook, while not harming the personal user the way EdgeRank currently does.

Part 3: Search Enhancements – The next logical step in my plan is to modify Facebook search to mimic a Google-like web search platform for content within Facebook pages. The idea would be to allow users to search for posts that exist on all pages that is relevant to what they are looking for.

A few significant benefits:

1) Users find relevant content and new pages to like INSIDE Facebook easily

2) More users stay inside Facebook for new content discovery

3) Pages are forced to focus more on providing relevant content for their target audience

4) Facebook gets massive new Google Adwords-like revenue stream

5) Pages have additional path to target and grow likes

6) Facebook helps pages to grow from small to medium or medium to large, thus increasing revenue from Part 1 of my plan

I am not saying that I have an end all, be all solution here, but I do believe I have formulated a plan that delivers real increased value to page owners and users alike, while giving Facebook a real path to substantial revenues and ultimately a reflected stock price. As with regular and proper social media marketing, strategies based on delivering value always get the best results. My three part plan would result in value to all levels of users, pages Facebook executives and shareholders.

This is a slam dunk!

Robert M. Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

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Filed under EdgeRank, Facebook, Fanpage, Marketing, Social Media, Social Media Marketing, Strategy, Uncategorized