Tag Archives: social media gurus

Why you need to keep calling yourself a rockstar Social Media guru if you like

Why you need to keep calling yourself a rockstar Social Media guru if you likeSo, there’s been this Social Media Gurus’ affair for the last three weeks. B.L. Ochman had the interesting idea to analyze for Advertising Age the job titles on Twitter of Social Media industry professionals. And as a matter of fact, a lot of our crowd picked in their bios some very original “Ninja” and “gurus” indications. Nothing really new…still the same debate about “experts”.

But my main trouble is that the article did not stop after pointing that. Based on the “insight” that human beings tend to be megalomaniac, B.L. Ochman shared with us a *fundamental* recommendation: Read More »

The growth of the social media guru – 181,000 SM gurus, mavens and ninjas on Twitter

Visionaries: Knights of the Magical Light (how social media visionaries should look)I Tweeted recently that I’d received an invitation from someone working in social media to connect on LinkedIn who used the word “visionary” as a key word to describe themselves. I’m sorry, but you need to be a yogi, solve hunger or invent time travel to be a visionary. That or be a member of ‘Visionaries: Knights of the Magical Light (left) and have an awesome moustache. Although a quick search on LinkedIn proves visionary remains a rather popular appellation.

This brings me neatly to a report on Ad Age on the growth of the social media gurus, which is a sub industry in its own right. The report says there are 181,000 social media ‘Gurus,’ ‘Ninjas,’ ‘Masters,’ and ‘Mavens’ on Twitter. Add to that a few visionaries.  Read More »

Klout’s bunk – Everybody can be an influencer

Stephen Fry - Influencer?Last week we showed why Klout not only does not measure Influence directly, and we also argued that it also does not measure social capital as Brian Solis claimed for Altimeter in a recent report.

Now, whether Klout, PeerIndex and Kred measures social capital or status (as we believe it does), most marketeers are interested in the bottom line. Are these tools a predictor of a person’s capability to influence action? Read More »

Ogilvy’s head of social media Maz Nadjm leaves casting doubt on agency roles

Big surprise departure today with the news that Ogilvy Group head of social media, Maz Nadjm, who most of know better on Twitter @Mazi, is leaving the agency after almost exactly a year to take an in-house PR role.

No clue word on where he is going yet, but the reason behind his departure is very interesting. He says he is off because has been “spread very thin”, which casts light on many of these heads of social media roles that have been created by a variety of agencies in isolation and without enough support. Read More »

The end of the road for social media consultants? Pretty much

Interesting couple of posts kicking around on how the time of the social media consultant is (pretty much) over. Shel Israel puts it this way, that a “decade of social media disruption is now coming to an end” and because of that many of those one time consultants are now taking full-time jobs.

It certainly feels that way. All you have to do is think about the news agenda in recent weeks with all those super injunction stories or  Lionel Messi racking up seven million Facebook Likes in seven hours. It is big and it is global and it all shows how far it has come and how far we as a society accept and understand it. Social media is no longer a mystery it is commonplace. The days of the bandwagon are over. Read More »

The Sunday Times Social List says my bot is a Guru

Sunday Time Social List is FlawedThe Sunday Times has jumped onto the social influence band wagon with the launch of The Sunday Times Social List. According to them, “The algorithm focuses on other people’s activity around an individual’s postings, rather than raw follower numbers.”

At the end of last year, I proved that bots who tweet regularly, but non-interactively, can get very high Klout scores. I repeated this experiment against Peerindex, with somewhat better results. Obvisouly, the next target should be their list, should it not? Read More »

Seven questions to ask before you hire that Twitter expert

Every day I see people on Twitter talking about being Twitter experts hiring Twitter experts and outsourcing their valuable brand or business to Twitter experts.
So I thought it was time that I gave my opinion on a few things. Firstly and for the record I do actually believe that someone can be a Twitter expert (as we saw last year some don’t). But as I have always maintained expertise is all relative to your audience. Someone can be an expert when speaking to a bunch of new people, but very inexperienced when speaking to some old timers. Read More »

In defence of “blood-sucking social media gurus”

If there is one thing worse than so called “blood-sucking social media gurus” it’s ranting journalists. A perfect example of which is on display at the Telegraph today.

Milo Yiannopoulos argues that “social media consultants are an inexcusable waste of money”. Maybe. Maybe not, but what is really inexcusable is if you are going to say such things give us some examples of the work these people who are apparently beyond parody. Read More »

What the f*** is my social media “strategy”?

I love this. How many people find themselves asking this question? We should all be truly thankful that they’re are people out there willing to make social media sound bites up (“Humanise the brand by driving the audience conversations”) so we don’t have to.

Read More »

Nick’s Thing Now.

Long awaited changes at the top of McCann. Congrats are due to Nick Brien for being at the front of the jostling queue to take over from the immutable John Dooner, who has finally announced his retirement after 40 years in the business. 


Will Nick Brien ring the changes at McCann? Undoubtedly. As Dooner is famously and irreverently quoted, ‘we don’t stab you in the back, we stab you in the front.‘ As anyone who’s been in charge of a McCann agency around the world will tell you, that’s not entirely true. There’s reportedly more metaphorical stabbing going on than in the massacre sequences from La Reine Margot, as in every large network. So there’s some pretty good armour required to get to the top and managing the disparate empires across the group will represent a real challenge. The truth is probably more simple. As with all the networks, big client losses and client cutbacks have decimated the global position. And at impending results time, sweeteners are needed to turn the lemons into lemonade. New management is a tried and tested additive, and it’s actually a positive thing to see someone from within promoted.


It’s a sound choice. Clients right now are looking for flexibility and ideas, rather than just advertising distribution, and integrating Client business requirements across P&Ls is often more expensive than necessary, something that hasn’t escaped the notice of procurement people. In Nick’s case, the accusation of ‘distance’ from Clients, often levelled at ‘global’ people wouldn’t be true. He’s made some moves to bring new senior people, and he’s made good efforts to provide ROI intelligence around media. I liked the idea of appointing Matt Freeman (formerly CEO of Adweek’s agency of the year Tribal DDB). It’s a good message – more senior people really need to understand digital consumption and communication.


It also takes time to change these agency business models pertinent to shifts in consumer behaviour. Consumers are less influenced by advertising in the buying process, preferring instead to rely on the wisdom of their own crowds, friends and connections. This explains the ‘movements’ rather than ‘ad campaigns’ so favoured in speeches by social media gurus. ‘Brand conversation’ has entered the litany, as Forrester’s technographics ladder update this week refers, and the buying points are far more complex. Online retail is continuing to grow, and increasing access to mobile web is giving more people opportunity to see impartial reviews at the point of purchase. Joining all this up is no mean feat for the marketing department, let alone for the agencies. Success in this digital world (er, the normal world) requires an ability to walk the new hard yards of creativity, media and interactivity. It’ll be interesting to see whether globalised advertising supply can deliver convincingly here, without more detailed change in purpose, structure, capability and attitude.