Laurel Papworth has a great post expressing frustration at how easy it is for larger corporations to take advantage of the IP and thinking of social media consultants. Sure enough, over a coffee, a meeting or (if you are lucky) a nice dinner, a passionate social media evangelist will give away the steps/secrets of community building and online brand activation … but then, when it comes time to hand out the contracts, sign the papers and spend not-immoderate amounts of money, where is the consultant? Where?
If this sounds like you, here are some "qualifying" questions that you should ask BEFORE making an appointment with the tyre kickers:
- Do you currently have someone responsible for social media strategy
- What sort of visibility does this have in your organisation?
- Is there an agency retained to build this out for you?
- How would you see me working with them/you?
- What is the budget you are working to?
- When will you be making a decision to proceed?
Once you have answers to all these questions, you should have a clear idea whether there really is anything in it for you.
Anyone have other tips?