When I was 9, I wanted to be a shark-tamer — like a lion-tamer, but for sharks. It didn’t occur to me that sharks might not be tameable. I just liked the sound of it: “Jesse Stanchak: Shark-Tamer.”
I admit it – sometimes I think people would call me back faster if my business card said “shark-tamer.” Occasionally I think I should persuade my boss to change my title. Then I remember that I’m a professional, and I don’t need a wacky title to convince people I’m awesome.
But not everyone has that much restraint, especially in the Wild West world of social media. The Web is full of self-appointed experts sporting fanciful titles.
‘So what?’ you say. “They’re just having a little fun. Who does it hurt, especially if these people are self-employed?”
Normally, you’d be right. Except that social-media marketing isn’t like other industries. It’s got something to prove. Many executives still think that social media is a fad. These people are wrong, but that doesn’t mean their skepticism is unwarranted. It’s up to us to prove them wrong — and that task becomes spectacularly more difficult when the person doing the convincing bills themselves as a “social-media dragon-slayer.”
I spent some time digging around on LinkedIn, looking at trends in social-media titles, and I think you can separate them into four categories.
The Mystic Master
Of all the dumb social-media titles, “social-media guru” might be the most hated. It’s become synonymous with hacks trying to make a buck off of clueless managers. LinkedIn says the title is in decline — but there are still at least 91 people on the network who claim it.
There are lots of subspecies of guru: Mavens (37 people), experts (243) and mentors (2). But these all have the same problem. They make social media sounds like it’s magical or difficult to understand. And that old song-and-dance isn’t helping anyone.
The Tortured Metaphor
For some people, just being knowledgeable isn’t enough. Those people go on to be a “social-media ninja” (15 on LinkedIn) or maybe they become social-media operatives (2) or social-media champions (2). I was also able to find a single social-media rockstar, one social-media surgeon, a social-media samurai and even a social-media king. And that’s just what people will admit to on LinkedIn. Play around with Google and you can find plenty of other weird titles.
These titles all fail for the same reason: They don’t explain what these people actually do. Take those social-media ninjas: Ninjas were known for killing without making noise. They might be the least social people ever. Putting “ninja” on your resume might feel awesome now, but you’re going to feel stupid when someone asks you to explain it.
The Button-Down
These titles are the most common and probably the most acceptable. We’ve got 2,387 social-media managers on LinkedIn, 2,005 social-media consultants, 1,284 social-media specialists, 458 social-media analysts and 304 social-media marketers.
The rule is that your title must explain what you do. Do you analyze the performance of social-media campaigns? Then you’re a social-media analyst. If that description doesn’t fit, maybe you’d be better served by a different title.
The Rare Exception
That doesn’t mean your title can’t be creative. It just has to explain what you do — and you need to live up to it.
Dan Zarrella bills himself as “The Social Media Scientist.” Normally, that would be ridiculous. But Zarrella actually performs experiments with social-media data. His title fits.
Paul Chaney calls himself the “Social Media Handyman.” He helps people fix their social-media presences. It’s perfectly apt. (Full disclosure: Chaney is on our social-media advisory board and has written a ton for this blog.)
Heck, I’d be okay with a social-media rabbi — assuming you’re actually a rabbi. Of course, Geoff Livingston is also an advisory board member, and he’s clearly being tongue-in-cheek there.
So What?
We’ve all met these people, either online or at a conference, and until now we’ve been polite when they called themselves social-media kaisers or whatever. But we need to stop being enablers. Tell your friend with the crazy title that unless he’s a pre-World War I German monarch, he needs a new batch of business cards. It’s the socially responsible thing to do.
What’s the goofiest social-media title you’ve come across?
Image credit, Double_Vision, via iStock Photo
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FANTASTIC post Jesse – couldn't agree more!
Thanks Steve. That means a lot coming from you.
Sound advice. A good reputation is the best title a person can have.
2008 called, they want their conversation back.
I'm definitely not the first person to write about this. But it hasn't gone away, so I figured I'd take another crack at it.
I wonder if anyone would have the courage to go with Social Media Douchebag? I'd hire that person.
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That's a really crazy gambit, but I could actually see how that would pay off.
oh man. I can't wait to see people's comments about crazy social media titles they've seen. I came across the self-proclaimed "Social Media Wizard" http://twitter.com/maylevy but i am sure there are better ones out there. Thanks for the post Jesse.
Alec http://blog.sonian.com (email archiving)
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Really good post Jesse. Weirdly, I've found myself lumped with these labels by managers in the past -I was a 'Guru' with a 'forum ninja' reporting in to me… it's worth doing a Twitter search as well: 336 Gurus at last count! (personally I go with 'bloke').
I've been put int he same bag…people sometimes introduce me in emails as their SM Guru and I hate it.
Labeling someone else a "guru" is just cruel.
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"Dumbass Twitter Virgin"
Way to call it like you see it, Jesse. In reality, we're all "social media analysts," but that doesn't mean much if you're not actively engaged with getting people involved with your cause, product, or subject of interest. It's high time we stopped convincing ourselves that what we do is such a mystery, or something so different than the conversations we used to share on forums and BBS a while back.
Dan Zarella, by the way, does deserve the scientist moniker. He does some amazing research.
I completely agree. It's annoying to see so many self-proclaimed social media ninjas and social media rock stars out there. I've never worked with any executive who would hire someone who marketed themselves like that. Some of these people appear to be successful, but it surprises me. Perhaps some of these people will actually end up being the fad.
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Great post!
I am one of those social media specialist's you found on LinkedIn…haha! It seemed to be the easiest way for me to describe that I am responsible for the social media at my company. I have always felt a little uncomfortable at my job when someone says 'guru' or 'expert' because I don't know that you can truly be an expert in something that is ever changing, but that's just my opinion!
Thanks for the read!
Jen
I wish I had a chair higher than this one that I'm currently standing on applauding you.
How true it is that we need to stop politely smiling/enabling this and start calling BS. This industry won't get the props it deserves until we as professionals start holding the "ninjas and gurus" accountable. I doubt that I'd take an attorney too seriously who had "Ambulance Chaser" on this card. While he may do that, probably not the title I want to see..
I blushed a little reading that.
How about "Wunderkind"? Heard that one a while ago.
As Bob Hoffman (the Adcontrarian(.com)) says, "There is no bigger sucker than a marketer convinced he's missing the latest trend." And there's one of those born every minute! If they had proven results, they wouldn't need fancy titles.
Words to live by.
So if I started calling myself “Social Media god” that would be over the top?
Titles, no matter if they fit or not, are useless if there is no action tied to the ability. Talk is cheap and getting cheaper every day.
Believe it or not, you wouldn't be the first. I wish I was kidding.
Enjoyed the post and what is interesting is these individuals actually believe more in the hype of their titles than the results they deliver. Much like business development or customer representative titles when what these people do is actually sell. Your 4 area breakdown I believe can work with any role in any industry.
How about a social media Shepard who tends his or her flocks of errand sheep? Just thought I would add this one to the mix.
Shepard might work in certain contexts — if you're a religious leader or if you job is primarily educational. But most of the time I'd be worried that people might misinterpret you and think that the title is a little patronize. People don't like to be led like sheep. They like to be empowered.
Great post Jesse. Love the shark-tamer! I can't stand all these self titled gurus, ninjas, or jedis either. You can't look at a Twitter profile these days and not see someone calling themselves a SM marketer or consultant. Folks need to realize that just b/c you have a Twitter account doesn't make you an expert in anything except the ability to open a Twitter account. This same concept you talked about here led me to tinker around with a blog (http://socialmediahansolo.com) that tied in my Star Wars fanboy geekness and wanting to make fun of the gurus out there. My basic concept was this: In a world of thousands of self proclaimed Social Media Gurus, Ninjas, and Jedis there can be only one Social Media Han Solo…wearing an eye patch.
Glad you liked the bit about shark taming. I felt a little silly owning up to that. And Star Wars love is almost never a bad thing.
I don't understand. You say that none of these categories are appropriate, but you don't say what is (for all of us non-Rabbis). If you can't be a "consultant" or "specialist," what can you be? Please offer some constructive suggestions.
I wasn't really trying to make fun of the specialists and the consultants — they're far from being the worst of the lot. But the problem with those titles is that they're really vague. They don't help people understand what you do — or why they should hire you.
At my last job, I was a Web Producer. I didn't care for the title when I was in the job (I used to joke to my friends that it meant I was secretly Spider Man) but I really, really came to hate it once I left that job and was looking for work. i spent the first 15 minutes of every single job interview trying to clumsily explain what I did in my last job. It was a nightmare. Now I'm an editor and everyone knows what that means. My life is a lot easier now.
So ask yourself: What do I do for people? What's the most literal way I can explain my value? Are you a marketer? Are you public relations professional?
The best titles are simple, straight forward and unpretentious. Does that help?
I specialize in new media. I study the craft, I keep up with the trends, I train and advise my clients. I make a good living. I'm the only one in my field and region who knows anything about this new "specialty." Other than "strategist," which rings of self-aggrandizement as well, I don't have any idea what else to say. Again, unhelpful.
In my defense, I was once called an "expert" in a newspaper article about my work, and I ask for and got a correction. I do know a few things.
What about saying you're a social-media advisor? It sounds like you have a real passion for helping people understand social-media marketing and hone their craft. It sounds like it fits you.
I like "advisor" – just when I thought "consultant" was safe, I saw it also being called out on this blog. One of my fave posts is from Jay Baer who offers a defense for the "expert/guru/consultant" – http://www.convinceandconvert.com/social-media-ma… – think he makes a valid point.
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Great post!
I am one of those 'social media specialists' you found on LinkedIn…haha! It seemed to be the easiest way to tell people that I am responsible for the social media at my company. The thought of being a 'guru' or an 'expert' at something that is ever changing is strange to me. I would feel uncomfortable with that in my title, but that's just me
Thanks for the read!
Jen
I've been covering the social media guru phenomenon since May 2009 http://www.whatsnextblog.com/archives/2009/05/how… and noted in June that the count of gurus was diminishing.
But here's the bottom line: social media strategists who are the real deal have:
- clients
- case studies
- results
The count for those experts has yet to reach the hundreds. http://www.whatsnextblog.com/archives/2010/06/sel…
B.L. Ochman
What's Next Blog
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Yeah, I'm definitely not the first to the dance on this one. I bet the first anti-guru blog post went up about five minutes after the first social media guru handed out their business card for the first time.
And I totally support your list of qualifications.
My title on LinkedIn is "PR & Social Media Manager", but only because I actually manage and run the PR and social media for my company and my company only. I definitely don't consider myself an expert! I'm glad you covered this topic because I like to learn and follow the TRUE experts, the pioneers and when everyone says they're an "expert", it's hard to separate the real ones from the self-proclaimed ones.
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To be honest, I couldn't care less what a person's title is as long as I can figure out what they do. If they call themselves a honeybee guru, they better be a honeybee guru.
I once had a job where titles were pretty much unnecessary. I worked at RunningShoes.com, sold shoes in the store front, and managed a bit of the online auctions. I never needed a real title, so I was dubbed the Vice President of Keepin' It Real, largely due to my personality I think. Clients couldn't have cared less what my title was. When they walked in the door, called, or emailed, they didn't care if you were the owner or the plumber. They wanted a solution to whatever problem they faced.
Similarly, when I call a social media shop, I don't care, who I talk to. They all better be gurus, ninjas, powerchoppers, popes, and big whigs.
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Bravo! Just recently ranted on my blog about this. I love your in-depth LinkedIn analysis. Also, very glad to see the virtual nods in agreement from fellow Social Media peeps!
I really enjoyed reading this – very funny
) I really wonder what the experts and gurus do? As it does sound a bit like magic…
Dangit. I was just about to print out cards saying "Social Media Ninja Warrior" ;P Great post and comedic outlook on the silliness of these titles. BTW, sharks are tamable. Ever heard of tonic immobility? Check it out. Aaaand they do much better tricks than lions. http://www.youtube.com/watch?v=DlzkXCjmNo4
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GASP! MY PARENTS LIED TO ME!!! If you'll excuse me, I have to go retire from blogging forever to go pursue my true purpose in life.
Hah! You and I both! You must have seen this video of great whites caught on tape circling a paddle boarder. If not, you are welcome my friend. http://www.youtube.com/watch?v=Qi33cBE27NI&fe…
I think I'm dropping "ninja warrior" and replacing with Social Media Shark. Nice ring to it
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This reminds of a very informal poll I took on my blog about the abundance of Social Media Consultants. The results were unanimous: there are too many! http://phillymarketing.wordpress.com/2010/06/07/s…
So true – I started out as just a "consultant" on the side with just a few clients….then they started sending me their friends to help out. Now am "officially" starting a business. I couldnt agree more – you should have clients first – THEN the title. Anyone can hang a sign on a building (virtually of course) and say they are an expert. For me – I am learning everyday – heck every second, but if I can move my clients further along in the social media jungle then I feel I will be doing my job. I dont need a "title" to be able to do that!! Thanks for the great post – it makes me feel much better about the work I am doing since I had clients first THEN the business – not the other way around…
These mostly self-anointed ninjas and gurus most likely have no idea of the original meaning of the words. Otherwise they wouldn't use them in the first place. Unfortunately, it seems, the mainstream media and other outlets are feeding that hype machine with their endless "top 5, 10 or whatever number – lists" for instant success and expertise written by these people and published left right and center. It's all part of the sound byte mentality preventing real insight and discussion in our short attention span environment.
Hahahah!
Bet you haven't heard of this one yet – a self appointed Life Coaching & Social Media FERVOURT!
And I rank # 1 for that term. I should, seeing as I invented it
I favour saying I'm fervourTLY passionate about something vs being an expert (too many of the latter, just one of me woohoo!)
Thanks for the laugh @TiaSparkles
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You should check out how people call themselves on linkedin, and you get amazed, you'll find thousand of SEO Guru and other Black Belt Champs over there.
Awesome. How about the always popular "Social Media Black Belt".
Personally, I use the official title of Social Media Manager, but when I introduce myself to people I say that I'm my company's "Social Media Guy". This casual title applies because I am, in fact…a guy.
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I don't like any of those titles. I never use any of them myself, but other people thrust the titles on me. I think the bigger question is how do you get people to stop?
That's a good question. I think humility is probably the best way to deflect it. "I'm no guru, I'm just here to do a job."
But you wouldn't say that about any other profession.
"I'm not a doctor. I'm just here to do my job."
Doesn't induce a lot of confidence.
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Doctor has very different connotations — in part because there are requirements you have to meet in order to practice medicine. It's a prestigious title — but it's one you have to earn, so nobody rolls there eyes when someone says "I'm a doctor."
Guru has a lot of baggage attached to it. It doesn't sound confident, so much as arrogant. It's like saying you're a genius or a bodhisattva — it's bragging. When somebody calls you that, it probably feels good, but I think its usually a good idea to let everyone know that you don't buy your own hype. You're there to stand on your accomplishments, nothing else. That makes you come across as grounded and reliable, which is a pretty good thing in just about any job situation. Just my 2 cents.
Oh I agree, but I go back to my first point. I don't think anyone refers to themselves as a guru. It's a title that others give to you solely because they think you know what you're talking about. Being modest actually doesn't come off well either. I think you just don't echo the statement.
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Honestly, shark-tamer and dragon-slayer are quite entertaining. I would likely call someone back for an interview with that title over guru, manager, or strategist. I personally like unique job title for business cards, but I agree 100% the creativity must remain relevant. I haven't seen Social Media Sherpa or Social Media Sage …yet. Apparently those terms aren't as exciting.
I like @BoGowan's "Social Media Black Belt" comment. How about @SBoSM puts together a social media proficiency exam (similar to the SEO test by @SEOMoz) and belt colors are assigned accordingly based on test results? Of course, we'd need to have the gurus, ninjas and champions agree on the content of the exam to verify what dictates social media proficiency, but I'm sure you're up for the challenge!
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That's cool idea but I have no idea what that kind of test would look like. Someone once told me that there are only practice tests in business school — the real test begins the moment you graduate. Social-media marketing is kind of the same way. You either have a track record of getting results or you don't.
How about just plain "social media specialist?" We've seen time and again how social media strategies and tactics can positively impact sales, human resources, marketing, customer service, etc. And once upon a time, the desktop computer benefited various business sectors– and we came up with "desktop specialist." Is this really any different?
Good point overall. That said, I’d still rather be a social media ninja, jedi, guru or bad-ass over a “consultant.” I still don’t know what the f*ck that means aside from “unemployed!”
That's an interesting point. I confess I don't have any employment data to use in comparing the two titles. But I do know quite a few people who make good livings as social media consultants.
I love Ninjas and Wonder Woman but neither would make it on to my business card. Very cute and yes fun but when I hand someone my card I want to be taken seriously. In fact, for this reason my business card lacks a title. Titles mean very little to people these days. Where the title would go, I opted for what I do in brief, universally understood language. Boring I know but effective. Now on a twitter chat I may opt for fun and if it's implied I am a superhero well no argument from me.
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Okay, so I'm going to take the unpopular stance of supporting more unconventional titles. And not just because I consider myself a social media maven.
I think there's certainly a need to get leadership to a comfort level with social media but I don't think you accomplish that through a more "corporate" title or making social media blend into the rest of your communications efforts (eventually you get there, but not when you're trying to get an organization/program started). Maven was a very effective title when I worked for the Army because it was a great ice-breaker and conversation starter, and it also adequately explained my unique role as an educator and evangelist, as well as a manager and implementer. If I was just another "Public Affairs Specialist" I would be hard-pressed to convey how social media was a game-changer and a realm of opportunity. I think good social media breaks conventions, and as long as you've put thought into the title you've chosen and it meets your purpose and serves your organization, you should be as creative as possible.
-Your favorite social media maven
I have met quite a few "smores" as of late….self proclaimed social media experts (whores) as I discuss in my blog : http://nosmokeandmirrors.wordpress.com/2009/10/28… and click on number 15.
Mark Allen Roberts
I liked Social Media Executioner as the person who executes the social media strategy, there does seem to be a need for cool titles.
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[...] in a name? Posted on August 26, 2010 by ajjuliano This long overdue SmartBlog on Social Media post does a great job of telling all the social media “gurus,” “ninjas” and [...]
Here's another, "Social Media Rockstar".
At first, I found it funny when I saw his calling card, but after he presented what he can do for us, all of us were like, "So you're really a rockstar!".
Titles like this may seem unprofessional for some, but I guess you really have to reinvent yourself to make yourself sell. Such titles make good conversation piece.
5 Ways to Turn Negative Social Media Feedback into a Positive
there's a "girl" who is actually an old hag, who pretends she is a "social media consultant" and somehow convices fashion brands to hire her, then she moves across the country from one place to another, until she is FIRED from each place when THEY ALL CATCH ON TO HER MADE UP RESUME FILLED WITH LIES and idiotic ideas.
If she said "social media hag" I would respect that would be better.
Hey "girl" if you are reading this, where is your broom going to land next when they catch onto you again?
Very, VERY cool post and couldn't agree more!
Currently I consider myself more of a social media enthusiast, since I'm not making money for it but am really eager to learn more. Eventually I'm hoping to call myself a social media strategist/consultant/analyst. Hopefully within a year..
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[...] Social-media faceoff: The ninjas vs. the gurus [...]
Goofiest title? How about "Media inactivist?" "Sit-down comic?" "Thought follower?" Oh … wait …
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Really? I mean really??? Who died and left you in charge of titles? Are you telling me I can't have a non-traditional title and be good at what I am doing? Oh my! Part of any marketing effort is setting yourself apart from the herd. To differentiate yourself. Marketing can get you in the door and sometimes titles peak enough interest that we want to see either what's under the hood or if they indeed can "bring it".
If you were talking about most any other niche, I might be more inclined to agree with you. But not with social media. Social media practioners will sort themselves out over time where just the people that know how to create and manage a campaign will be left standing. But I for one have no problem having my emails list me as Dude 1 of the Social Media Dudes!
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In my opinion, just like anybody else, social media is a dynamic thing to established in the SEO world. We are all not experts but we are the persons who are keen of learning new things on social media. But this is very nice post.
I decided to go with "Specialist" for the last little while, because it's encompassing enough to include "community manager" and "strategist" without excluding either. And to me, those are really the only two titles that are common place. Director, executive, and all the others just don't fit yet for most companies.
Social Media Chuck Norris!
The first thing to remember about social media–is that you first have to be "social" and "sociable".
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