In the latest episode of Managing the Gray, C.C. Chapman talked about “being an expert”. This is something that comes up often on marketing and public relations Podcasts, and at Podcast conferences. It took listening to C.C. talk about this – again – to inspire me to share my thoughts.
Most of us are uncomfortable with the idea of being perceived as experts. In a traditional sense, an expert has engaged in years of research and has likely been published and scrutinized (in an academic sense).
Social networks and new media, such as blogs and Podcasts, have resulted in a new surge of perceived experts. This is because of two things:
- consumer power to make choice is greater now than it has ever been
- people are able to translate their passion into a communicable form for mass consumption
Rightly or wrongly, the term “expert” is no longer exclusive; it’s now used to describe those who can magnetize an audience. Experts are now designated by niche communities based on an ability to communicate opinions, ideas, experiences and passion. You can do any amount of research, or none at all, and still be seen as an expert. Experts can independently publish, in any form, and will be scrutinized (in the online sense). Digital technologies have caused a revolution on expertise, making it as much about what you feel as what you know.
This shift has caused many radio stations, indeed many media organizations, to feel threatened by social media – they are not designed to enjoy the same connection with their audience. It is also one of the many reasons why companies see, or should see, significant value in embracing social media technologies.
If you blog or Podcast, particularly on a niche topic, you’re likely seen as an expert.
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