Social Media is the hottest topic out there right now in advertising and marketing circles. Every client is trying to get their heads around it and how they might incorporate it in their marketing communications plan and not be left behind. On the other side every agency out there is trying to capitalize on this new trend and the revenue opportunity associated with it. All of a sudden there is this large group of agencies claiming to be able to provide social media expertise.
Social media is inherently a very transparent medium, and I believe it is this very transparency that may lead to clients finding out that the agency is not as adept as they claim to be.
For starters, how many agencies out there claiming to be SM experts, do not even integrate social media into their own agency marketing and advertising? Unfortunately the answer is too many.
In a recent survey of agency CEO’s and New Business Directors by Michael Gass Consulting, 67% of agencies were found not to have a blog. Worse still, is it also highlighted that those who did have one were using it to boast about their capabilities and credentials, totally missing the key function of a blog, which is building an audience.
In many instances clients are way ahead of the agency world. Barry Judge, who is the CMO for Best Buy, has his own very active blog.His following is incredible and the interaction he gets from his audience is stellar. He is constantly communicating with both fellow marketing professionals and consumers/customers alike. He posts rough cuts of upcoming TV commercials for comment. He is very active on Twitter with an enormous number of followers. In fact, his twittering recently gave a great call out for his agency Crispin Porter. One quick tweet said, “I just met with two individuals from Crispin Porter. They are the smartest agency on the planet”. Barry, if you are reading this, I hope I got every word of your tweet correct? The question is, who’s helping promote who here? Can you imagine what that one tweet was worth to Crispin?
The bottom line is just how credible can your agency be when claiming to be an expert in social media, if you do not have a demonstrated track record of including it in your own marketing communications mix.
And worse still, what does it say about you if you do include it yet publically demonstrate your lack of understanding of the medium by. Makes you think, doesn’t it?