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The Irrelevancy of the Social Media 'Expert'

January 4, 2012

Toronto, January 4th, 2012 - Anyone who professes to have some expertise in Social Media may be offended to learn that their 'expertise' soon won't matter, and is fast becoming irrelevant. As a long-term career choice there is a perilous future, and the short-term prospects are also questionable.

"It is not Social Media that is becoming irrelevant," says Randall Craig, Social Media and Web Strategist and author of the Online PR and Social Media series. "Exactly the opposite is true. The time has come to focus on the basics of your expertise, and not just a single tool of your trade, namely, Social Media " If you value your Social Media expertise, Craig suggests that you consider the impact of these two converging trends:

1. The general population - and certainly the business world - is fast approaching your level of knowledge. No one will be willing to listen to or pay for common knowledge.

2. There is a dramatic shift from learning about Social Media, to learning about how Social Media can support real business goals. Core expertise such as Strategy, Marketing, Finance, Sales, HR, Operations, etc. has enduring value much more so than expertise on using a tool.

If too much time is spent on the tools and not enough getting better in the core, then priorities should be adjusted. To ignore this is to eventually become irrelevant.

Since 1994, Randall Craig has advised on web and social media strategy. He is the author of six books including the newly published Social Media for Business and the Online PR and Social Media series. You can visit Randall's blog at


For more information contact:

Randall Craig
416.256.7773 x101 /

Carolyn Bergshoeff
416.256.7773 x 103 /

For more information contact:
Randall Craig
Pinetree Advisros Inc.
Phone: 416-256-7773 x101

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Randall Craig, Social Media and Networking Expert


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