Do All Social Media Conferences Offer Value?

As I write this, I’m thinking about one of my presentations (using Prezi–love it) about getting started in social media. Although I’m not a social media expert, I can share what has worked for me.

Read books – start with Twitter Marketing for Dummies by Kyle Lacy. Our office has a copy, and I bought my own.
Read blogs like copyblogger, Social Media, Pro Blog Service
Seek out mentors – mine include Kevin Mullet, John Paul Aguiar and Kyle Lacy
Join social media groups
Participate in webinars
Attend conferences and seminars

How does someone new to social media know one conference from another? Less than one year ago, I may not have known the difference between a valuable conference and a sales pitch. Now, I know.

I received a mailer from SkillPath Seminars about a social media marketing conference being held in Indianapolis, on March 28, 2011. The mailer had seven pages of agendas and calls to action. It had two tracks. Track one was for those who’ve decided to jump into the world of social media, and track two, was to “up your social media presence.”

The Mailer is Missing Several Key Ingredients

There is no way to register through social media. You can phone, mail, fax, e-mail, or go on-line, but there is no sign-up via twitter, facebook, or other social media outlet.
Although ten seminars are outlined, there are no speakers named.
Information is incorrect or obsolete, such as facebook currently having 350 million users.

However, the mailer does present the seminar to be, “A real-world guide to understanding social media” from, “our team of highly experienced social media experts.”

How Does SkillPath Use Social Media?

The following are three tweets I sent addressing @skillpath on January 21, 2011:

@skillpath, working with people since 1989 has an Indy SM seminar. Register by phone, fax, mail, e-mail – suggest SM sign up @skillpath

Please take this as constructive criticism, but it is not a good SM strategy to follow no one on twitter @skillpath

Although the sessions in your Indy SM conference look interesting it would mean more if you listed the speakers @skillpath

On January 21, 2011, @skillpath had 58 followers and followed zero. From December 16, 2010, to January 24, 2011, they had posted seven tweets. The last, being on January 18, 2011.

On the morning of January 24^th, I called and was direced to Gary Brewster Skillpaths faculty recruiter. I explained my concerns and informed him I was writing a blog. I told him I would advise people to not attend their conference. I then gave him the opportunity to defend their position. He replied, “I don’t know what you want from me. Go ahead and write your blog.” I asked if I could be put in touch with their social media person. He said, “I don’t know why – is it so you can tell him he’s doing a bad job?” I explained I might be able to offer advice and direction. I also explained, SkillPath should offer training to their social media people. If their conference has value, have their people attend.

A few minutes after the call, I received a tweet from them–three days after my tweets mentioning @skillpath –

@randyclarktko — Thanks for your suggestions. Have already implemented a couple, very helpful.

I tweeted back,

U R welcome. What have you changed? RT @skillpath: @randyclarktko — Thanks – suggestions. Have already implemented a couple, very helpful.

They replied,

@randyclarktko — Upping following efforts 1st, tweaks in dev., always learning & growing. Your favorites for engaging customers?

They are now following three people.

On facebook, they have 258 followers. They have posted five times since December 16^th, 2010. Every post is about a SkillPath seminar.

Do all social media conferences offer value? How could anyone answer that question without attending? In my experience, all conferences are not equal. Some conferences are based on experience and knowledge. Others may be based on a marketing opportunity. As my good friend John said, “Conducting a social media conference, when you don’t use social media effectively, would be like me giving driving lessons while not knowing how to drive.”

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Randy Clark is the Director of Communications at TKO Graphix, where he blogs for TKO Graphix Brandwire http://blog.tkographix.com Prior to TKO, he spent 13 years with Unique Home Solutions as Marketing Director and VP of Operations. Randy is passinate about social media and leadership development. He is an avid flower gardener, beer geek, and he fronts the Rock & Roll band Under the Radar on the weekends http://www.youtube.com/watch?v=gVCuvw52OX4.