Truth #1:  No one has 10 years experience

Realistically, social media experience can be tagged at maybe 6 years.  Prior to 2002, while sites like Friendster were up and running, the term social media wouldn't mean anything. Beware of people who say they've done this for 10, 15, or 20 years. 

Companies often make the mistake of asking for more experience then its possible to have, and in the case of social media, the only experience that matters is what the candidate has down in the last two years.  Look for people with experience in your industry and with companies like yours who have moved into social media in the last two years, and you'll find a good fit.

Truth #2:  Most Social Media Types Are Communists

Okay, communists isn't the right term (although it's eye-catching), but if you're looking for someone with social media experience to help you make money, make sure you ask the social media candidate what experience they have in making money with social media.  They may or may not have dollar figures, but if they have never thought about using social media as a tool to make money, they're probably not a good fit.

This isn't to say that there's anything wrong with using social media for fun or to build  up your brand.  It's great for consultants and small businesses who want to improve their online profile. Corporations usually want more, and vague goals like "communicating with your customers" are usually a sign that the candidate is an excellent social networker, but maybe not someone you want running your department. 

You're paying for results.  The right candidate will be able to tell you how to achieve results with social media. 

Truth #3: You may have to take a chance on someone with no track record

This kind of marketing just hasn't been around long enough for many people to develop track records.  Those who do are in demand, and it will be difficult to convince them to leave their current job or consulting life.   At the same time, someone who understands the medium, and who has experience working with corporations in other capacities, may be the perfect fit.

I was a salesperson and recruiter before I started a social media consulting business.  My background was sales and marketing, which helped me adapt social media tools to marketing strategies for large and small businesses.  If a company had snatched me up when I first started, I'd have worked for them rather than working for myself.

Today, companies that wouldn't have hired me because of my resume, pay me consulting fees to train their staff. Ironic, no?  If you have the right track record in your industry, and enough experience with social media, you can be successful.

Smart companies will do better with industry experts who like social media, then social media experts with none of your industry experience.

Truth #4:  There is no fixed salary

Some people do social media and get payed $25,000.  Others get paid $120,000. In both cases, the actual work done is quite similar.  It's just that one candidate has a lot of other experience to bring to the table.  Companies are sorting out what to pay people who run these practices, which is only fair, because companies are sorting out how to bill for these practices.

Need a Social Media Headhunter?  Jim Durbin is at a rare nexus of recruiting and social media, and his company, Durbin Media Group can:

1) Train internal staff
2) Fully execute social media campaigns, and now,
3) Headhunt to find you the right executive or manager to build a social media practice.