| Shannon Ramlochan 
Collaborating with an external subject matter expert can be a win for both your brand's and the expert's credibility. Brands benefit from third-party input by having someone else vouch for their message, something that often resonates much better with audiences than when the brand delivers the message itself. Similarly, experts benefit because earned media can help them boost their public profile, qualify for awards, and validate investment in their own brands. It’s not enough, though, to find the latest up-and-comer sharing interesting ideas within your industry. Whether you're featuring an expert in an upcoming webinar, interviewing them for an article, or seeking out third-party contributors for your brand blog, you need to make sure the experts you collaborate with are a good fit for your organization and who they say they are. When an expert isn't properly vetted by a brand, everyone's credibility is put in jeopardy. Fortunately, you can avoid a potential crisis by using search engines, social media, and your professional network to research a person's career history before featuring them in your content. When vetting an expert, here are four questions to ask yourself. What educational degrees or professional certifications does the expert hold? Though many people take a different career path from their original field of study, an official degree in a field such as medicine or law is one way to ensure that your expert has a reputable background in your area of interest. In some industries, it doesn't necessarily have to be a degree. You can look for certifications from accredited programs or proof of continuing education from established institutions within your field. 
Is the expert in question associated with a reputable company? Working with a free agent poses some risks with regards to the credibility of their statements or identity. However, verifying that an expert works with a reputable organization or is a member in-good-standing of a trade group can help you confirm that the expert is who they claim to be. To verify the legitimacy of a business, you can search for the company’s state and federal online business registrations on the IRS website or the Better Business Bureau. Are there inconsistencies or other red flags in the expert’s career timeline? For many employers, gaps in a candidate's career history indicate a lack of experience. The same reasoning can be applied to an expert. For example, if the expert was inactive during a critical period of change for their industry, then they might not have the credentials or expertise needed to comment on certain issues. Reviewing an expert’s current and previous employers can also help you determine whether the expert worked for a competitor or was associated with an organization that could negatively affect how your content is perceived. With that said, if there are no other red flags and you are interested in working with this expert, asking them about the gap or previous associations can help confirm the possibility of an issue. Has the expert previously made inaccurate or questionable statements? Fact checking the claims made in past media appearances can alert you to whether or not that source is trustworthy. To help you locate academic sources that support major claims, the "Ask a Librarian" feature on the Library of Congress website allows you to submit a request for information and receive a response via email. Sites like FactChecker.org or PolitiFact.com can help you verify political statements. You can also use a service like ProfNet, which verifies that subscribers are associated with legitimate organizations before they are available for comment. On tight deadlines, fact-checking a source may seem like a tedious extra step; but if your reputation is at stake, taking the time to verify a source is well worth the effort. If you’re working on content that could benefit from a thought leader's quote, click here to submit a ProfNet query now. You can also check out our quick tips for a refresher on writing effective expert pitches. Shannon Ramlochan (@sramloch) is an audience content specialist for ProfNet, a free service for writers seeking subject matter experts. | 
