I’ve participated in quite a few social media panels in the last month or so and have enjoyed the process a great deal. But what has been most enjoyable for me is expressing different opinions than the other panelists.

I think that people are showing up at these events anticipating a cohesive message from the speakers about how they can ‘win’ at social media and that may be what they’ve been sold in some cases. But here’s the thing:  Social media is not a race, and success is highly subjective.  And without clear goals, which most attendees do not yet have, success in unattainable.

I am never going to pretend as though I have a magic formula that can be applied across the board. If I did it would cost more than the admission to these events and I certainly wouldn’t be sharing the proceeds with co-panelists.  The attendees at these events deserve more. They don’t need a group of four or five people admiring one another, pouring on the loving looks and focusing more on how they can partner up rather than how they can collectively provide value to an audience.

When a co-panelist at a recent event told the audience he had six Twitter accounts, I could not sit idly by and let an audience of 150 social media newbies believe that was the only strategy and the key to their success… so I spoke up and went against that philosophy.

It was not an attempt to undermine him. If it works for him, great. But why tell an audience of overwhelmed professionals hoping to glean a bit of helpful information that six twitter accounts is what it takes?

It’s time to kill the conformity. The next time you’re on a panel discussing social media, do your audience a favor and be honest.  Give the people what they need.  And if that creates a riff between you and the others on the panel, who cares?

[Editor’s Note: Just because we’ve I’ve been picking on Robert Scoble a bit too much lately here, I want to note that Angela didn’t mention to me who the panelists were in question, it’s just that the image search I did for social media panelist popped up a picture of Scoble and Solis together. The image selection has nothing to do with the post other than being a good keyword match. –mrh]