So now I’m seeing that the enterprise will buy social media marketing expertise from the same large consultancies that they’ve always used, and the same will probably be true of social business expertise, as thinking about the impact of social media on internal operations evolves. Medium-sized companies seem to be hiring rather than outsourcing expertise, if they’re willing to spend money at all. Small companies are doing what they can on their own. As a consequence of all this, there’s not much of a market for small social media consultancies and freelancers – I keep hearing of “social media consultants” who’ve gone to work for larger companies doing community management or working with marketing groupss to help address social media channels.
At Social Web Strategies, we saw that our best option was to do corporate training. We’d been doing these workshops anyway, so it makes sense to build a business around them. I changed my relationship to the company, giving up my partnership but staying on as a principal, partly because I didn’t want to be as focused on training, and partly because I wanted more time to think and write – hard to do when you’re charged with building and running a business.
I also think that we’ve lost “social” in social media like Twitter and Facebook, that are set up for drive-by posting but don’t facilitate real collaboration very well. I’ve been working (with Kevin Leahy of Knowledge Advocate) to become a Google Wave expert, because I think Wave really does support collaboration. I want to help people build true collaboration and true community, where connections become sustained relationships and lead to authentic experiences. I’m also interested in support for collaborative innovation, and how R&D works in an network environment (I’ll post more about this later).
Currently I’m freelancing, and planning to write more here and elsewhere. I’m also still working for Social Web Strategies, and will be co-presenting a training on social media for entrepreneurs in February, based on Dave Evans’ book Social Media Marketing an Hour a Day.