Being an expert in social media is like being an expert at taking the bread out of the refrigerator. You might be the best bread-taker-outer in the world, but you know what? The goal is to make an amazing sandwich, and you can’t do that if all you’ve done in your life is taken the bread out of the fridge.
Peter Shankman, from Why I Will Never, Ever Hire A “Social Media Expert”
Good post. And a pretty good metaphor – but maybe it could be improved upon? I’m thinking of one either involving ‘Sausage’ or a ‘Combustible Engine’. Hm…
Can you think of a better one?