Like Explaining Social Media to Your Mom

The title of specialist/ expert/ professional in a field can be “procured” in two ways:

1. You identify yourself a specialist and maintain this identity no matter what (through words)
2. You are identified by people around you as a specialist (through actions)

But I believe that when you’re a specialist you know how to speak about the field you’re working in to two types of people:

1. The ones also working in your field
2. The ones outside your field

Let’s see it through an example in order to get a better understanding.

I like cars from a designing point of view. I understand a car from the outside, I know what horsepower and automatic or manual transmission mean. That’s all. Otherwise, it’s not my business. But if it breaks down, starts making weird sounds or won’t start anymore, it’s clearly time to get it to a mechanic (specialist). I should take it to the one people around me recommend, right? Of course, some choose to go to any mechanic because “well…he’s a mechanic not a dentist”. The mechanic looks at the car, studies it, rubs his hands and he can speak to me in two languages:

1. Like I’m on the same level as him (expert) telling me that he has to change dasjfrjiojoşqjişnlknxmnjkdsaoiăpdosiaklşjlfda (if you know what I mean)
2. On my level (an amateur) and he tells me he has to change the break pads and if he doesn’t, this and that will happen. It’s better to be changed now and the best price-quality rapport can be found there.

I will always trust the guy that speaks my language (responsive communication) because he wants to make me understand why something has to be changed/made/fixed. Regarding the expert from point 1 hmmm…why would I trust someone who won’t explain in my amateur language what he’s planning to do with my money?

Specialists mustn’t always speak on a specialist level!

Explain to a CEO who just now wants to enter social media (maybe his first steps are Facebook and Twitter) what Reach, Engagement, Insight, ROI, etc. NOT in an expert’s language, but in an amateur’s language. Try getting to know his field (because that’s where he’s an expert) and explain in his own words what social media is.

Like explaining social media to your mom.

A true specialist knows how to use both an amateur/beginner/stranger’s language and an expert’s language.

P.S. This goes for any field not just social media!