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1. There is a general misperception about who may be
considered to be best qualified to work in the fields of
Social Media and Social Media Marketing. Many
businesspeople seem to feel that only the twenty-
somethings and thirty-somethings have the necessary
understanding and experience to be successful in these
fields. Not so.

2. One expert I follow stated that he believes that some of
this perception is based on a desire for "cheap labor that
comes from hiring young people just starting off in these
fields." I would have to agree. In seeking out new
opportunities for myself, I have definitely encountered this
type of thinking. The problem with this thinking is that it
betrays the depth and substance of the discipline.

3. I compare this type of errant thinking to a line uttered by
Leonard Nimoy as Spock in the movie, "Star Trek - The
Wrath of Khan." In that movie, actor Ricardo Montalban,
as Khan takes over a starship and challenges the
Enterprise captained by William Shatner in his trademark
role as James T. Kirk. Khan is a genetically engineered
human with extraordinary gifts that include amazing
strength of body and mind.

4. For awhile, Khan outduels the crew of the Enterprise in
battle. In determining just how to defeat him, Spock tells
Kirk that while Khan seems superior in many ways, "he is
highly intelligent but is also inexperienced." The same
thought can be applied in the hiring of interns and entry-
level candidates for positions in Social Media. There is
more to the business side of Social Media than creating
friendly chatter with young friends on the major platforms
like Facebook and Twitter. What most young people lack in
Social Media Marketing is brand insights and knowledge
based on years of marketing experience. The question is;
can they harness new media technology to deliver the
revenue producing results that all employers require?

5. Are there not mature people that are innovative,
passionate and adaptive to change? Of course many are.
Age should not be a serious criterion for success in these
new fields. Not at all.

6. Certainly, the young have grown up being tech savvy from
a formative age when this sort of knowledge seems to
come faster and - like a sponge - they soak up all things
computer. The problem is that without years of experience
learning about what customers want and how they want
it, they are not yet able to engage in the deep thinking
that more experienced professionals have developed over
the length of a longer career. When asked for conversions
(sales), most inexperienced marketers will simply deliver
more likes, friends and followers. They usually can't close
the deal, because in their Social media world, they have
never been expected to persuade anyone to do anything
for financial gain.

7. There is also the concept of damage avoidance that
inexperienced Social Media Marketing professionals may
fail to understand. During their young lives they have
represented only themselves online. In business, they may
be representing million dollar organizations with hundreds
of employees. It is bad enough when a twenty-year old
exercises poor judgment and posts something potentially
offensive to others. Can a business afford the negative
publicity it may receive as a result of such a major gaffe as
posting or tweeting profane content? No, it cannot.

8. We all realize these are tough times with higher
unemployment and reduced revenue at many businesses.
Most are looking to reduce payrolls and cut corners,
wherever possible. Wages are among the first areas that
CEOs go looking for savings and hiring on the cheap is very
often a preferred strategy to save money. For those of us
who truly believe a company's success is based on the
quality of its workforce, this sort of thinking is very
reactionary, short-sighted and ineffective.

9. Today, there are far too many companies announcing
profits based on cost cutting measures rather than as a
result of innovation in design, production, sales and
service. Attempting to save money by risking results and
reputation can easily backfire when it comes to placing
inexperienced people on your front lines.

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