As someone who teaches as part of the Rutgers University Social Media Marketing Mini-MBA Program, I find myself being called an “educator” more and more. Whether it is through teaching, consulting, coaching, blogging, writing, or speaking, my end goal really is to educate professionals and businesses on social media and help them cross the chasm to become more efficient and strategic in how their companies utilize social media.
The background for a social media aptitude “test”
However, if you’re a social media professional looking for a job in social media, or if you’re a company looking to hire a professional with social media expertise, how do you know the aptitude that person might or might not have for social media above and beyond their taking a certification course?
After publishing Maximize Your Social, I was looking for a way to create some sort of program to make this concept a reality. That is when I was approached to be an early adopter of an exciting new platform I will be introducing below.
First, is there need for a social media education?
Before I introduce this new platform, though, there is still some debate amongst some about the need for a corporate social media education and why a Social Media MBA or taking additional education provided at universities is a valuable investment to make. To me, this is a no brainer. I think anybody who has gone through one of these programs will tell you the same thing. If 93% of U.S. businesses are utilizing social media for marketing, and now many are starting to use social media beyond marketing and throughout the enterprise, shouldn’t there be some education about social media included in business courses?
The first thing that people tell me when I tell them I am teaching a Social Media MBA program is that everything that you learn is irrelevant a few months from now, so how can you charge people money for something that is a fleeting, soon to be irrelevant type of subject matter?
I think the problem is that what some people provide in social media training, whether it is corporate training or consulting or if you read books or blog posts, they basically go over the technical specifications for the various social media sites and provide precious little insight that you couldn’t find yourself going through the help screens and tutorials of these sites on your own.
So, yes, to some degree you can figure out some of this stuff yourself. True, taking these classes can give you a quicker time to market and you may learn a few tips and tricks. But consider this analogy: It does not come down to the specifications of your smart phone. It comes down to what you can do with the applications on and functionality of your smartphone, right?
Social media education is about applicable concepts, not technical specifications
In social media, similarly, it comes down to concepts that you can use and apply to the various social networks. When I teach about social media platforms, I bring up various concepts that show people that although the platform may change, a lot of the core concepts whether how they use metrics to help determine social media ROI, the need of constant experimentation, creating a social media strategy, the existence of news feed algorithms, different ways to micro-target your social media advertisements, et. al. don’t change.
These are all core concepts that are platform independent. Meaning, these are the concepts that can be applied across all the platforms. I like to show a slide at the end of my presentations that says “social media is here to stay.” It has a bunch of boxes, like someone just moved into a new apartment. There are names of different social platforms on each box. The names on the boxes might change, as many have (the image I use includes Digg, StumbleUpon and Reddit and doesn’t have Pinterest, Instagram, or Google Plus!), but the key message is that social media truly is here to stay. It is about understanding how to apply the concepts to any given social media platform that help you leverage the opportunity at hand to Maximize Your Social.
So, if there is a need for social media education and programs like the one I teach at Rutgers, I argue there is a similar need to have some sort of system to measure aptitude for both those that do take these courses as well as those that don’t.
Would you agree?