Skip to main content

Do Agencies Get Social Media?

Late last week, MediaPost's Cathy Taylor wrote about the shortcomings of marketing agencies (large ones at least) when it comes to really understanding and utilizing social media on their clients' behalf—or even their own—in Blogger's Block - And Other Ways Agencies Aren't Walking The Walk Of Social Media.

"
As for blogs, the number of agencies that have them is growing, but overall they're still pretty spotty in terms of technical chops and raison d'etre, and there's at times an embarrassing level of "Gee whiz! We're blogging!" to some posts. Haven't you people learned the art of pretending that you know what you're doing? Interpublic Group's Hill, Holliday, which made quite a few headlines a while back when it turned its Web site into a blog, isn't exactly transforming the medium as we know it with its posting prolific-ness. Since October, the agency has posted a dozen times."

She also comes down on DDB for the lack of permalinks on its blog; not exactly techno-savvy for a big agency.

To be sure, there are agencies (smaller ones at least) that clearly "get" social media and use it extensively, such as Skip Lineberg of Maple Creative with his Marketing Genius blog; Albert Maruggi at Provident Partners, guru of the Marketing Edge podcast; Harry Hoover at My Creative Team with THINKing; and possibly this blog, informally associated with KC Associates.

Cathy Taylor's post appears to have gotten very little attention from agency bloggers, perhaps because not only are they not writing blog posts, they aren't even monitoring what's written about them. But there was Selling tickets to the ball? Better learn to dance on the Fluent Simplicity blog: "Agencies promoting blogs and social media suffer from execution problems. Client projects either miss the whole point of blogging and/or (the agencies) don’t offer any in-house examples."

Perhaps big agencies don't get social media because of their still-prevailing TV mindset. Television advertising is fundamentally one-way, interruption-based messaging. Social media is about creating two-way conversations. Smaller agencies, who do little if any TV ad work, are better positioned to take advantage of blogging, podcasting, interactive PR, social networking and other techniques of conversational marketing.

On the other hand, Matt Dickman, director of digital practice at Fleishman-Hillard and author of the highly popular Techno//Marketer blog, shows that some big agencies do indeed get social media. He'll be speaking at The Fine Line in Minneapolis on Monday.

*****


Contact Tom Pick: tomATwebmarketcentralDOTcom

Comments

Kelly said…
I actually work at SAVO, a b to b technology company, and we definitely leverage social media in our sales enablement technology. We use personal pages (similar to my space), star ratings (on documents, insights or expertise) and comments to leverage an organization's expertise, insight and collective genius to drive better customer conversations. Ultimately, we enable sales to be more productive. Check out our latest webinar, "Moving Beyond the Sales Portal -- Capturing Mindshare in a Web 2.0 World" Click here to attend: https://savoevents.webex.com/savoevents/onstage/g.php?t=a&d=664757276

Popular posts from this blog

AHREFS tops the marketing blunder list of 2018

It’s Early in 2018 and AHREFS tops the marketing blunder list It’s only the first week in February and you are reading about the Metrics/Data supplier that has provided us with fodder by creating a huge marketing blunder, Ahrefs.

Ahrefs is world's biggest third-party database of search queries with refined monthly search volume and research metrics.  Their data is used by untold numbers of digital marketers across the world.  Arguably they are the industry leader in this type of data.  The only thing that they changed was how a tiny item in their metrics was being calculated. 
About a week prior to the effective date of the change, Ahrefs notified users that a change was coming to how they calculated a domain rating or DR.  They also stated that many sites would see their rankings drop.  I agree that a need for change was warranted.  What I don’t agree with how they calculated the change and its ramifications for roughly 75% of all websites.  

This past Friday evening around 11 P.…

Tip #3 to improve your digital marketing

Do Your Research You may have ideas for what is going to work best for your audience based on past experience with your ads, but taking the time to conduct thorough research and have data to support your actions is important. You may anticipate that your customers will behave a certain way, when in fact they go in a completely different direction. It’s essential to be prepared for this ahead of time and use the information you collect from research to planning your marketing strategy. Elliot Simmonds explains this concept below:

“ A lot of people use sponsored posts and other paid advertising, and it seems that many are happy to simply pay the money and watch the views and clicks roll in - even if some of those clicks are from individuals tangential to the product or service they're promoting. Most platforms allow you to specifically target your sponsored posts and ads, and my tip is to do so following a period (even if it's only a short period) of actual research. Your gut i…

Hello March!

It is finally March! What will be your marketing strategy for this new month?!