Are You a Certified Social Media Specialist? WTF?

I'm warning you now. I'm on a rant. Just got wind a few days ago that there is a new certification program for Social Media Specialists. For the LOW LOW PRICE of

ONLY $2795 for platinum members!

*$2845 for premium members or $2995* for basic members

 NOTE: if it works better for your cashflow, we do offer a split-pay option!
Contact us for further details: [email protected]

WTF? Who out there thinks they actually know what it takes to be a Social Media Specialist to come up with certification criteria?

Well, maybe it is a group of social media consultants who have been developing and implementing social media strategies and tactics for the last few years or run social media-related companies or have years of strategic Internet consulting experience who have come together and formed a coalition with the goal to create some standards in our industry. Sort of like the IAB back in the late 90s or the WWWAC in the mid-90s.

I was pointed to the organization behind the certification program and found this:

International Social Media Association

I recognized the incomparable Mari Smith on the home page. But who was that man next to her?

Digging further, I first went to see their Board of Advisors. I was certain the mystery of this new organization offering certification in Social Media would be solved. Of course, I was expecting to see some of the clearly recognized social media thought leaders such as Chris Brogan, C.C. Chapman, Laura Fitton, Tara Hunt, heck, even me (20+ years as an Internet consultant and 2+ years focused solely on Social Media consulting might be relevant credentials but I could be wrong).

But I didn't recognize anyone on the board except for Mari. Do you see anyone who has been associated with social media in any significant or "long-term" way (besides Mari) on this list?

Frankly, what I see are marketers and Web 1.0 folks and a few recent adoptees of social media who are jockeying for thought-leader positioning by using all the "right" buzzwords.

And the mystery man on the home page? The plot only thickens with his bio:

Mark Eldridge - as a serial entrepreneur he has built many successful companies including as Co-Founder & Chairman, a multimillion dollar internet marketing company that is one of the INC 5000 fastest growing companies in America.  For the past 25 years he has been involved extensively in seminar promotions, builder of large sales organizations, research and course creation, Association development, and is the co-author of the bestselling book “The Obvious Expert”. Mark is extremely passionate about helping others become successful.

Not to pick on Mark - I'm sure he is a great guy - but this is the business he is in: starting/building organizations and then offering seminars and certification programs. It's a lucrative business. He's probably really good at it.

And goodness knows our industry needs some standards and some kind of cohesive training, but even more needed is some kind of vetting system where companies and nonprofits can make sure they are not getting scammed. However, I am incredibly wary of a new organization sprouting up, led by mostly non-social-media-marketers and mostly non-Internet types, charging ungodly fees for courses and certification.

But it is also a bit creepy to me that this happened without any input from actual "experts in the field," all of whom would tell you right off that bat that they cannot even call themselves experts because we are all in the early learning stages of what social tools are doing to our communications, marketing, and sales processes. It's never too early to try to come up with some standards and to offer some consistent training, but who should be the arbitrar of this?

In this and some other cases, it is too often whomever takes the initiative because they see a business opportunity and have the wherewithal to make something happen. This doesn't mean they have the authority, experience or credentials.

I'm not sure if the idea stemmed from Mari who then turned to someone with the expertise to build out the association or if Mark saw a money-making opportunity and turned to Mari to lend his group credibility. But whomever brought together their advisors clearly is out of touch with the thought leaders in the social media industry.

Even if they just went to all the folks who came out in the last 6 months with books about social media theories and tactics, they'd have a more appropriate advisory board.

And the worst part about how this organization formed is that it didn't even use any of the principals of social media to come together such as:

1. Transparency

2. Collaboration

3. Crowd Sourcing

They already have 890+ people registered on their site and over 650 fans on Facebook not to mention over 3400 people following them on Twitter (they are following 3600+). I'd venture to guess most of these people are new to social media and looking for guidance. Because they are so new, how can they tell if the information they are getting from an organization like this is accurate, credible and useful?

I'm starting to see people announcing that they are now Certified Social Media Specialists which makes me cringe because it is not much different from people who think that "Social Media" is all the rage now so hang up a "Social Media" shingle over their "Web developer" shingle or their "PR Specialist" shingle and call it good.

Am I the only one troubled by this new development in this nascent industry?

I was there in the early 90s when the Web was a big question mark to everyone, and I was told as I tried to convince nonprofit organizations and companies that they'd benefit from a web site that they would never find a use for one (do you remember me coming to your offices, MOMA and The Met? 1995...)

Now since I'm such a loudmouth, I'm certain that even if this or other similar organizations decide to make good and ask some actual social media consultants to join their boards, they won't be asking me, but that's okay. I'd rather open this up for discussion and risk alienation than let this stuff happen without anyone asking questions.

What do you think about the new crop of Social Media certification programs and international associations led by individuals with little or no SM credentials?

Comments

[Chcs]

Aliza, it sounds like a racket to me. Frankly, the only organization I've heard of that makes sense to join is WOMMA http://womma.org/

But there are so many good resources available without joining anything that I'm not tempted by their fees, which are pretty steep for a small businessperson.

Charlie

[Nik Hewitt]

Geez, anyone who would pay $2795 for something like this MUST be certifiable! As must anyone who'd respect a qualification like this in what's still an emerging industry. Social Media is such a 'bandwagon' right now, it makes we wonder how, as an industry, we'll demonstrate credibility in the future?

[Alanagh Recreant]

You have build a soap box and I am climbing onto it. :)

This is not so much different from organisations starting out in Africa to alleviate poverty or any of the other ills we have here - and often based abroad. Their leaders see the opportunity to enter emerging markets and the hear the 'buzz' around Africa and international development. They often have the will and resources (and most often the best intentions) to make a good go at it and harness grants and support from their believers.

The question remains: Do they truly have the experience in collaborating with local communities? Or even just earning stripes by BEING the project without HAVING a flashy campaign or project.

I understand the frustration so well. However, the fact remains: There is much smoke and mirrors out there, and the field of social media Every second person are positioning themselves as an 'expert' and the real experts are clouded with noise as they act more collaboratively and with more integrity according to their humble beginnings. It is indeed a small minefield.

The only measure of success is really via relationships, impact assessment and direct interaction can we determine the value of any programme or organisation. And then, new and old makes no difference - but depth and width.

Adopting later and making a big success is often the trend of mainstream success and innovators and entrepeneurs fall off the bus if they are unable to cross the divide into a solid business model. This is the real tension - that those pathing the way are too bruised to walk it now.

[Kevin Houchin]

These are good people who are sincerely trying to bring honest credentials, training, & professionalism to this growing field. If you have ideas about how to make the program and association more valuable, I know for a fact that Mari & Mark would welcome your suggestions and participation.

[Alexander White]

Unless there is some kind of skills or qualification based accreditation (like Engineer or Actuary Associations), I can't really see the point of an association. Of course, I can see benefits as a marketing tool and a way for consultants to differentiate themselves.

Cheers
Alex
www.alexwhite.org

[Marmam]

I feel that it is upto the person who wants to be certified... If the entity lacks credibility, then the person won't benefit...and the law of markets would make the certification redundant.... but as you said, these are early times...plus it's a free market... social media isn't the only segment that experiences umpteen number of certificates...

[Erica Friedman]

Racket. And people will buy into it, because traditional programs haven't yet caught up with Social media.

[Amanda]

I'm glad that I came across this site because I am new to this and I am seriously considering this program. Mainly I see two reasons: I have a nonprofit and want to get up to speed quickly and in an organized fashion (it does look like they take you from A-Z and tie it in a neat bow), and secondly, for the "real" job it looks good and might get me moved to a different IT position if I have a certification. You know mgmt - they just see the alphabet soup behind your name, and suddenly you matter to them.
The critical thinking is good and has given cause for pause. Thanks for the other side of the coin.

[Aaron Savage]

I took a good look through the site as well. If you are interested I put my thoughts down on my Blog

http://www.interactive-mix.com/wordpress/?p=94

I agree with you that this is an organisation that exists to sell certificates, and with very little other business goals. This type of company will take anyone and forget about standards in my view and so it is ultimately meaningless as an accreditation and nothing more than a may to part suckers and their money from each other. I'm sorry though I don't think that 2 years is long enough to be an expert in social media or anything else.

[Steve Coulson]

One would have thought that an organization touting itself as the arbiters of best practices in Social Media would have monitored and responded to your post by now..... By failing to address your issues promptly and engaging in public dialog with you, they're kind of providing their own case study on what not to do.

[aliza sherman]

Hi Steve,

Well, Mari did call Oliver at http://thebrandbuilder.wordpress.com/ and Mark did comment on his post http://thebrandbuilder.wordpress.com/2009/12/04/thanks-but-no-thanks-enough-with-the-nonsense-already/ - I just a small fry to them, I guess!

[aliza sherman]

Amanda - there are many other ways to gain the knowledge you need to better understand social media - especially for nonprofits. Social Media 4 Social Good http://socialmediaforsocialgood.com/ is a good place to start. Let me know if you need further guidance - many of my clients are nonprofits.

[twitter.com/howardgr]

Thanks for the WWWAC shoutout, Aliza. Social Media Club has started a site where those educating others about Social Media (like me at NYU's Continuing Ed program) can share and learn from each other. http://smcedu.ning.com/ is the site, and we welcome those who want to contribute to knowledge in the field.

[aliza sherman]

Howard - thank you for the resource! I'm heading over there right now. So much learning - and sharing - that must be done.

[Amanda]

Thanks, Aliza. I am going to check this site out. In fact, I have already looked at the other suggestions here too. It's fortuitous for me and my organization. Did I mention how happy I am to have found this site?
Don't be surprised if I really do call on you :)

[Queen of Measurement]

This is nothing but a scam. The fact that not a single academic or anyone with any proven social media results is involved in this should give you the message loud and clear -- STAY AWAY, RIP OFF ahead!

[Marc Meyer]

Agree with K.D., Absolutely unfettered bullshit..

[Aliza Sherman]

Queen of Measurement - what if they changed their name to International Social Media Learning Institute or Training Institute - and put themselves out there as a company offering training - would that change your view?

[twitter.com/terilg]

Thanks so much for publicly questioning this organization, its agenda and the value of what it is offering to people who desire to become more knowledgeable in the social media space. Yikes!

I wanted to recommend an alternative to anyone interested in furthering their knowledge without having to make an investment in anything other than time. Hubspot, a marketing company on the East Coast, introduced Inbound Marketing University this past summer (http://www.inboundmarketing.com/university), which provides a series of one-hour webinars by credible practitioners in the field, including Chris Brogan, David Meerman Scott, Mack Collier, Rand Fishkin, and more, followed by an opportunity to take a test and become certified. The entire package is FREE to those interested in the content, and the test itself is optional. The test was actually tricky with as many as 1/2 of those who chose to take it failing it in IMU's first session. Hubspot has gone on to add additional sessions and curricula, including presentations by Avinash Kaushik and Gary Vaynerchuk.

I found the whole thing to be very valuable, packaged intelligently, and managed professionally. I have recommended it to a number of friends and colleagues, some of whom have little knowledge of digital marketing and were seeking a foundation. I recommend it as a great starting place irrespective of your background and experience, as I gained knowledge in several areas, regardless of my 12+ years of experience in the digital marketing space. Why spend $3000 when something this fabulous is free?

[Ken Jones PhD]

Aliza,
The article is great, and every time I see the title it cracks me up. You go girl!