Expert. Guru. Genius. Ninja. All words we hear in this social media realm. As my friend Kasey Skala asked me today: “What the heck is a social media ninja?”

In a space so new, it’s easy to spout off whatever you want, on any given topic, and be taken seriously. Everyone wants to sound knowledgeable and like they know what they are talking about. Many are talking, but far fewer are executing. You can’t really be as authentic as needed in this realm if you don’t practice what you preach.

Why is this?

I’ve never been a big fan of ‘Top PR People on Twitter” or “Top Team Awesome of Social Media” type lists where the community votes because much is based on personal opinion. Many just spam and ask for votes. It’s not about your content – it’s about who’s shouting the loudest. Why should I pay attention to someone shouting nonsense?

I might find value in one person that has no effect on the way you guide yourself and learn through the industry. The reason we don’t all have the same mentors is that we all have different needs. Some want to engage, some want to learn, some may just want to vent about various topics.

I think social media is much more niche than most realize. Your strategy, and the way you engage, is based off the end results you want. What do you represent? What type of content are you looking for? Do you want to connect? Do you want to engage or watch from the shadows?

I talk a lot about branding and putting yourself out there. The reason I do that is because I strive to do that everyday. You have to be willing to take risks in a field so new – that’s how you become a thought leader. Not by proclaiming things are ‘dead’ or words are ‘overused’ – how are you benefiting anyone in your community?

So how do we stop giving each other titles and keep engaging? Do you think that those lists have value? Does the shouting start to become more distant when someone doesn’t execute what they are preaching? How do you tell the difference between the real and the fantasy guru?