A Sad (But True) Social Media Parody

Most consultants are quite adept at two things: 1) identifying a problem (or opportunity) as so daunting that the appropriate remedy demands a consultant; and 2) defining their work product in such complex industry jargon that the client is left uncomfortably convinced they've received good return for the money.

This consultant double-talk is prevalent across the full array of pushers of hourly services -- from accountants, lawyers and business process experts to human resource advisors, branding gurus and public relations professionals. They speak of value in their guidance with limited, if any, tie to the true drivers of success in business -- sales, profits and valuation.

It was with much enthusiasm that Strategic Communications Group (Strategic) embarked three years ago on a shift in its focus from public relations to social media marketing. We have been able to align our service offerings with benchmarks that clients can more accurately measure.

There remains value from the increased awareness, visibility and credibility that is the natural outcome of social participation. Yet, the true test of our performance resides in how we've helped a client more quickly identify sales opportunities and/or speed them through the pipeline.

You'd think all social media consultants would trumpet the sales orientation of their work. Well...it sure hasn't played out that way. In fact, most still cling to the nebulous creation of community and conversation as their holy grail.

This week I came across a Web site that parodies social media consultant talk. Take a look and hit the refresh button on your browser a couple of times.

This site would be more entertaining if it weren't such an accurate depiction of the cons who sport social media consultant on their business card.