The shocking truth about social media ‘experts’

The shocking truth about social media ‘experts’

Social media has become a pillar of modern business marketing, shaping how brands connect with and engage their audiences. Many companies are turning to social media ‘experts’ to guide their campaigns, manage their online presence, and boost engagement. But here’s the shocking truth: not all social media experts are created equal. In fact, some may not be offering the value they promise.

1. Social media “experts” can be misleading

There’s no shortage of self-proclaimed social media experts in the market. With platforms like Instagram, TikTok, and LinkedIn offering free access to anyone who wants to jump in, the barrier to entry is low. Unfortunately, this means anyone can claim the “expert” label, even without proven success or a clear understanding of how social media algorithms work.

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Many so-called experts rely on surface-level tactics that focus on vanity metrics such as likes, follows, and comments. These numbers can look impressive on paper but don’t necessarily correlate with meaningful business outcomes. The true measure of success in social media marketing is not how many people engage with a post, but how those engagements translate into tangible business results.

2. Vanity metrics vs. tangible metrics

As a business owner or marketing manager, it’s essential to distinguish between vanity metrics and tangible metrics that drive your success.

• Vanity metrics: These are the surface-level numbers that make social media posts look successful but don’t truly impact the bottom line. Examples include the number of likes, followers, or comments. While these can indicate brand awareness and engagement, they don’t necessarily translate to sales, leads, or customer loyalty.
• Tangible metrics: These metrics directly tie back to your business goals. Some of the most valuable ones include:
  • Conversions: Are your social media efforts driving traffic to your website? Are those visitors becoming customers?
  • ROI (return on investment): How much revenue are you generating for every dollar spent on social media marketing?
  • Customer engagement and retention: Are you building relationships with your audience? Are they returning to your brand time and again?

When assessing social media experts, you need to ask how their strategies are helping you achieve these tangible metrics. If they can’t provide clear examples of how their work is impacting your business objectives, it’s time to reconsider.

3. The danger of overpromising and underdelivering

One of the biggest problems with the growing number of self-proclaimed social media experts is their tendency to overpromise and underdeliver. It’s easy to say, “I’ll boost your engagement by 500% in a month,” but without a sound strategy, that claim is just that—empty words.

Sustainable, long-term success in social media marketing is built on consistency, strategic planning, and continuous optimisation. If someone promises quick, huge results without a clear, well-researched plan, it’s a red flag.

4. What should you look for in a true social media expert?

So, how do you separate the genuine social media experts from the pretenders? Here are a few signs to look for:

• A proven track record: A real expert should have case studies or client testimonials that show measurable results—whether that’s higher conversion rates, increased sales, or growth in brand loyalty.
• Understanding your business goals: The best social media experts will start by understanding your business and what you’re trying to achieve. They won’t just focus on gaining followers; they’ll align their strategies with your broader business objectives.
• Emphasis on tangible metrics: They should focus on more than just engagement metrics. A legitimate expert will help you track metrics that matter, like conversions and ROI.
• Continuous learning and adaptation: Social media trends change rapidly. An expert should stay up-to-date with the latest algorithm changes, trends, and best practices and adapt their strategies accordingly.

5. How to know if you’re getting real value

You must be actively involved in the process to ensure you get the value you expect from a social media expert. Ask the right questions and hold them accountable for the results. Some key questions to ask include:

• What’s the strategy? A detailed plan with clear goals should be in place, not just vague promises.
• How will success be measured? Insist on understanding how your success will be tracked and what metrics will be used to evaluate progress.
• What’s the ROI? Make sure they provide a framework to track the return on investment—after all, social media marketing should contribute directly to your bottom line.

Be smart about choosing a social media expert

While social media experts can bring immense value to your business, it’s important to be discerning when selecting someone to work with. Don’t get caught up in the illusion of success based on vanity metrics. Focus on measurable, tangible outcomes that directly contribute to your business growth. With the right approach, you’ll be able to choose an expert who can truly amplify your social media strategy and deliver real results.

If you’re ready to get serious about social media marketing and want to see how we can help you achieve tangible results, reach out to us today. At Traffic Radius, we focus on the metrics that matter and deliver strategies that drive growth.