This post comes in response, and with a big thanks, to @DavidSpinks and his post called “Are You Good At Social Media?”

Don't be this kind of tool.

Don't be this kind of tool.

So, you can create a Facebook page? You’ve @replied somebody on Twitter? You read your friend’s LiveJournal?

Would you hire a graphic designer based on their ability to tell you what Adobe Creative Suite is? I hope the answer is no (if you answered yes, call me Scott Hale: Graphic Designer). The same goes for social media – Knowing what Twitter, Facebook, and blogs are does not give you the skills to effectively design a social media strategy. Building a community and cultivating conversation takes more than a username and password on the most mainstream social tools the web has to offer. At this point, knowledge and proficient use of social media tools is more like using your right arm and less like using a tool.

So, what is the most important tool in social media? YOU.

You must have background knowledge in marketing, PR, customer service, human interaction, technology, writing, sociology, and psychology. To this point, education has been concerned with nice neat little packages so everybody can succeed. Social media has reached a point where customization is necessary. Cookie-cutter automation will not work in social media. Nobody can stand in front of a class of students or marketing professionals (or CEOs) and give them the magic bullet to interacting correctly.

The overriding theme of social media is interactivity. When interacting with others, the only tools you have come from yourself. Your ability to read the situation and connect with ideas are central to maintaining conversations and constructing a community. The term “relationship marketing” has been showing up a lot lately, and I believe it describes the goal of social media quite well. Relationships demand loyalty from both sides and the way to engage consumers will be different in every strategy.

Individuals create successful social media strategy. Social media strategies need to be unique. It is not only necessary that campaigns have the ability to be customizable, it is necessary that every campaign be customized. Great customized plans are run by people with a great knowledge of interaction, idea connection, sociological patterns, and flexible strategy.

Are you a tool? I believe I am. If you (or anybody you know) are looking for a social media tool, feel free to contact me.