This long overdue SmartBlog on Social Media post does a great job of telling all the social media “gurus,” “ninjas” and “rockstars” to get over themselves:
[S]ocial-media marketing isn’t like other industries. It’s got something to prove…and that task becomes spectacularly more difficult when the person doing the convincing bills themselves as a “social-media dragon-slayer.”
I have a larger concern with titles that imply that social media is some kind of mystical science that exists in a vacuum, beyond the scope of all other forms of communication and marketing. Is social media really all that different? Does it help or hurt you to pigeon-hole yourself by treating social media as altogether separate?
My take is that today, if you want to be seen as knowledgeable about social media, it’s necessary to include the phrase in your title. Otherwise, your audience may assume social media strategy isn’t one of the services you offer–or they may simply forget to think about it. However, I think it’s just as important to quickly move the conversation to the ways in which social media is part of a larger continuum. After all, social media use now represents nearly a quarter of all time spent on the web. If your audience is making fewer distinctions between social media use and web use as a whole, you should do the same.