I made a mistake. It took a a comment from a reader to point it out to me. A few days ago I wrote a post titled, “17 things that a social media consultant, agency or customer can’t do for you.” Though the premise was correct, I just couldn’t quite wrap my arms around the delivery. It happens. I’ve written enough blog posts where some feel right and some don’t. The reader was right. The original post sucked.

This original post was born out of frustration and that might have been the root cause.  It’s now in it’s 6th rewrite, but thanks to  Rob Laughter, who’s just getting started in this business, I was able to see the error of my ways and have tweaked the post considerably.

Though the original post was not meant to be snarky, or bitter, I can see how it might have come across as such. I still maintain it to be somewhat of a cautionary post as well, but I now have changed the phrase, …”Can’t do for you” to “I’d like to see”.. So I have softened it to almost a wish list of sorts.

See if you agree.

1. I’d like to see a social media consultant or agency takes the time to show companies how to blog. Not just set them up and set them free.  The assumption can’t be made that everyone is capable of writing a compelling blog with compelling content..
2. I’d like to see a social media consultant or agency that can teach you how to write for SEO, the User, AND for Social. It’s not easy, it’s time intensive, and not for the faint of heart and probably not in their DNA. You’d be surprised how many can not do it.
3. I’d like to see a social media consultant or agency articulate to you the relationship between search and social. Why? It’s an art as much as it is science and to be honest, why should they? Most have a baseline knowledge of that to begin with. Should you take the time to at least understand the dynamics? Yes.
4. I’d like to see a social media consultant or agency tell you when it’s appropriate to not to do something with social media. Why? because even though it’s not in their best interests, it is in the best interest of the client. Some aspects of social media are just not right for every business. Let’s not jam round pegs into square holes just for the sake of getting the business. As a decision maker always ask why. It’s you’re right. Which leads to #6.
5. I’d like to see a social media consultant or agency teach you to understand the why. Why? Because it helps to understand theory. You need to take the time yourself to understand the why. Preferably before they come calling. Make them squirm before they get there. Dazzle them with your knowledge.
6. I’d like to see a social media consultant or agency  teach you to know when not to pimp your stuff. Why?  Because if you think it’s the right thing to do and you’re a traditional marketer, chances are, you’re going to do it anyway.
7. I’d like to see a social media consultant or agency teach you how to be yourself. They can tell you, they just might not be able to teach you. It’s really up to you. You will figure out that being authentic goes a lot further than #7.
8. I’d like to see a social media consultant or agency teach you how to have real conversations. You know the difference, really…you do! You have them at the dinner table every night. That’s real.
9. I’d like to see a social media consultant or agency teach you how to have real online conversations that result in business. Slightly different from #7 but no less impactful or important. The gist being that you can’t force the action.
10. I’d like to see a social media consultant or agency teach you how to not be disingenuous. You’ll find out real quick how this one works. It’s generally when you learn what the word flame means in the online world and the only voice you hear is your own.
11. I’d like to see a social media consultant or agency teach you how to not be overt and blatant with your marketing message. Why? You’ll think that it’s the right thing to do to, until you see otherwise. See #10
12. I’d like to see a social media consultant or agency teach you how to have or create your “ah-ha” moment, you’ll know when it happens. You will have it. Though they may have the skills to set up a moment for you, they’re more fun when you have them on your own time.
13. I’d like to see a social media consultant or agency teach patience and perseverance-because it is a cornerstone element of social media.
14. I’d like to see a social media consultant or agency teach you to want it-the only problem is, if you don’t want it, then you won’t want it…this speaks to #17
15. I’d like to see a social media consultant or agency teach you how to write FBML why? Because chances are they don’t know what it is. That’s ok,  just outsource it
16. I’d like to see a social media consultant or agency teach you how to “be social”… but they can’t. You just have to try.

Thanks Rob.