There’s still time for professional associations to redefine their value to members, but I’m not aware of any such initiatives among any of these groups. The clock is ticking.
How Social Media and Search Redefine Expert / Guru
Search marketing & social media have forever re-defined the way we find, qualify and think about expert and guru. Anyone with a website or online presence can put the word expert or guru next to their name, publish an article on whatever they want and market it to the world.
When online users vote for the article on the social media sites, other bloggers link to this article, and generally the ideas are either embraced or refuted. The article may then end up ranking for the key terms associated with his or her profession. The word without reference has lost meaning and the way a real expert or guru is viewed online has to do with if the online community has embraced them or not, or whether they can market to an audience and then perform or verify what they said /claim is actually true.
Companies Must Redefine Their Sales Force
Consumers’ buying habits are changing. Technology and the ability to gather information in a nanosecond have created a level playing-field. Today’s consumer is a much more informed consumer and a much more demanding one. He and she are tired of feeling like they have been “ripped off”. They’re less likely to be fooled by slick advertising campaigns that make unsubstantiated claims about the prowess of a product. Consumers are demanding that their needs be meet. To be responsive, sales people need to adopt a more consultive sales approach.