Social Media Consultant as “Devil’s Advocate”

Anytime an article comes out saying how to avoid Social Media Sheisters, I always read it. Partly, to gain any social media knowledge from the author. Partly to make sure I’m not doing the things they cite! (Don’t worry, I haven’t been guilty yet)  While reading 5 Signs Your Social Media Guru is a Quack, from www.imediaconnection.com, I perked up when I read the part about your social media consultant being the devil’s advocate.

I have instinctively done this, mostly because I always question conventions, authority and the way “it’s always been done.” Sometimes that puts people off.  But other times, it helps spark the creative and analytic fires and create a towering inferno of awesomeness! (If I do say so myself.)

You do NOT want a “Yes Man” (or woman), as a consultant in any aspect, least of all social media, where every success- and horrible #fail- is public.  Here is Steve Lubetkin’s perspective, which I happen to agree with wholeheartedly.

Is your consultant a lemming, or do they occasionally take the road less traveled?
Does your consultant give you predictable counsel that just mimics the social media advice of others, or does he or she raise provocative, counter-intuitive questions about the social media strategies you are thinking about using? Sometimes the value a consultant adds is through the inappropriate costs or embarrassing social media gaffes they help you avoid….

You want a consultant to be a devil’s advocate and challenge assumptions about social media. If the way you want to use your Twitter feed isn’t appropriate, or if you shouldn’t be engaging on Facebook or YouTube, will your consultant tell you so, or will they encourage you to use these tools anyway?

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And if I challenge conventions or the way a client wants to run things, it may be for a few reasons:

• The idea has been tried and failed.
• The ROI may not be worth the effort/expenditure.
• The tactic goes against the conventional “rules” of social media and will result in embarrassment or alienation of followers.
• Something you’re doing is spammy, or not disclosed properly.
• Sometimes I hear behind-the-scenes rumbling and “shop-talk” that may not have bubbled to the surface yet.  If we’re working together, it’s implied that you trust my judgment.  Yes, sometimes I’m wrong, but I usually have reliable sources! At least get a second trusted opinion before steaming ahead.

Have you ever had a Social Media Consultant play the Devil’s Advocate?  How did the situation turn out?

Sarah Pinnix, founder- Talk of the Town Workshop, Boone, NC