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Business Unplugged™
This blog features Carol Roth's tough love on business and entrepreneurship, as well as insights from Carol's community of contributors.

When You Want Something Built, You Don’t Start With the Guy With the Hammer

Written By: Carol Roth | No Comments

This blog was inspired by Gary Vaynerchuk, who had the insight (and cojones) to say recently that many social media experts are “clowns” and Nick Harrison at Dashal, who has a similar blog post that is going to be posted when Dashal’s new blog launches shortly.

The fact is that social media is a tactic, not a strategy, and far too many companies- big and small- are hiring technicians.  Social media experts, for the large part, have little business acumen and have no idea how to use the tool within the broader context of business, let alone explain what ROI means.

In fact, if you understand anything about business, you would likely light yourself on fire if someone labeled you a social media expert.

Think of your business strategy (including marketing/customer engagement/customer loyalty/PR/etc/) as building a house.  You should be hiring architects or general contractors, but you sadly are putting all of your strategy in the hands of a carpenter who is really good with a hammer.  You need to start with a comprehensive strategy that includes various tactics or skills.  You may or may not need a tactical expert, but that comes later.

Being an expert on Twitter or YouTube is like being a master of a hammer or a saw.  It can be an important skill, but alone, doesn’t do much for you, when you are the client, in getting your foundation or home built.

Go for the business expert that understands tactics rather than the tactical expert that may not understand your business.

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Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is a judge on the Mark Burnett (Shark Tank, The Voice, Survivor, The Apprentice) produced technology competition series, America's Greatest Makers, airing on TBS and Host of Microsoft's Office Small Business Academy show. Previously, Carol was the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country, and a contributor to CNBC, as well as a frequent guest on Fox News, CNN, Fox Business and other stations. Carol's multimedia commentary covers business and the economy, current events, politics and pop culture topics. Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011-2015) and has her own action figure. Twitter: @CarolJSRoth