Frankly I’m glad both players are around for now, and there will certainly be a shake-out at some point.

I’ve been advising my clients on social media participation for many years and many have taken heed and profited. Now this advice is available in a multitude of forms by many and it is wise analyze before making a decision on whom to work with.

My perspective is this: A social media professional must demonstrate a true understanding of the business in question before offering any service or advice pertaining to social media.

Usually this one simple indicator will narrow down the list of candidates a company is evaluating.

If they don’t understand what you do, find someone who does, or someone who is willing to learn everything about your business.

Next evaluate them on their ideas. This is new territory marked with with daily changes and shifting markets, so what worked yesterday for someone else may not work for you today.

References and past work is merely an indicator of what used to work. Have your own ideas and bring them to the table with your social media professional. Collaboration is very helpful.

Stay away from cool for the sake of cool. Everything is cool. You should think about what will work. Things that work are really cool!