If you are reading this and profess to have some expertise in Social Media, then you may be offended by my next comment: it soon won’t matter, and your “expertise” is fast becoming irrelevant. Your long term career is in jeopardy, and your short term prospects are also questionable.

Note that I didn’t say that Social Media is becoming irrelevant; exactly the opposite is true. If you value your Social Media expertise, consider the impact of these three converging trends:

1. The general population – and certainly the business world – is fast approaching your level of knowledge. No one will be willing to listen to (or pay) for common knowledge.
2. There is a dramatic shift from learning about Social Media, to learning about how Social Media can support real business goals. Core expertise (Strategy, Marketing, Finance, Sales, HR, Operations, etc.) has enduring value much more so than expertise on using a tool. While it is true that some people make their living as driving instructors (tool: car) and call center trainers (tool: telephone), at best these are niche professions.
3. There is a recognition that Social Media by itself is only one part of a robust digital strategy.  Knowledge about driving engagement from Social Media through to Marketing Automation and CRM is far more valuable than just Social Media itself.

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