Two Thirds of Ad Agencies Have No Social Media strategy!

August 17, 2009

Social media strategy

In my recent national online survey of small to medium size ad agencies, a staggering 61% of respondents said that their agency did NOT have a social media strategy. This finding highlights just how poorly prepared ad agencies are from a digital perspective.

Right now, social media is probably the hottest topic of discussion and interest among both clients and agency alike. Most clients are looking for someone to help them make sense of the social media space, and how best to embrace it from a business perspective. They know that they should be involved but are just not sure how to approach it.

The agency world is well aware of this. Almost every agency I talk to or read about, is claiming to be either a social media expert or at least competent in the space. My question is how can all these agencies either be experts or competent practitioners, when almost two thirds of them have no social media strategy for their own agency? They appear to be talking the talk without walking the walk!

All a savvy client has to do to find out how adept a particular agency is at social media, is go online and take a look at what they are doing from an agency perspective. Social media is such a transparent medium that it does not take much effort at all to expose misleading claims. As I pointed out before in one of my earlier posts, if your agency is going to claim to be a social media expert, then make sure that you really are.

The bottom line is that whether your agency wants to provide social media services to clients or not, you still need a social media strategy to help market your own agency. Traditional methods and approaches are proving to be less and less effective every day. Agencies of all types need to start creating a following and providing client value through both listening and participation.

Michael Gass ( Michael Gass Consulting) is a true social media expert with an enviable track record. Not only is he an expert but he is also an industry authority on leveraging social marketing techniques to promote all types of agencies. His blog ( is probably one of the best, if not the best social media resource for agencies of all disciplines.

If you currently do not have an agency social media strategy, do not know how to begin or where to start, and need a turnkey solution that will get you up and running in the shortest time possible, talk to Michael. You will not regret your decision to do so.


If your agency claims to be a Social media expert, make sure you really are!

June 14, 2009

images-3Social 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?