This weekend I saw FedX’s commercial poking fun at social media and social media strategists. It took me by surprise. After going back and watching it again on YouTube, I think it just confirms what some have been saying for a while: a backlash is underway for social media–or at least social media consulting.

If you haven’t seen the video, here it is.

I find a few things of note.

• First, the commercial seems to be talking to owners and managers in smaller businesses.
• Second, FedX clearly believes that making fun of social media strategist will resonate with those small business folks.
• Third, the fact that they chose this approach certainly suggests that FedX believes small business owners and managers don’t put much stock in social media as a major growth strategy.

One positive note from the commercial, at least in my mind, is it also makes fun of the goal of getting more likes and tweets. Perhaps the message that engagement alone isn’t a good enough measure of success is finally reaching the masses. Or maybe the more practicial business folks out there have thought that all along.

Of course, FedX uses social media and quite successfully. It’s important to remember that this commercial isn’t about their attitude toward social media and SM consultants, but their perception of their customers’ attitudes. And I think they probably have a good handle on their customers’ attitudes.

My takeaway: social media isn’t going away and nor is the need for marketers and consultants who understand it. But people who sell themselves as social media strategists/consultants are going to have an increaingly difficult time.

I’ve always said that social media is just another marketing tool. These days, it’s an important one to have in your belt. However, if you’re a consultant or a job seekers, position yourself as a digital marketer first, and then note that you also have social media expertise.

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