Sphinn - Social Media: 'Agencies Don't Get It,' Survey Says

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Social Media: 'Agencies Don't Get It,' Survey Says

Went Hot: March 1, 2008 - 7:04 am
Posted By: Doubleohd 229 days ago
Topic Type: News Story (Jump to http://www.adweek.com)
Category: Social Media

Clients are eager run with social media, but are finding agencies can't keep up. As one client said referring to his agency: You get the sense that agencies talk a good game... They put up a good presentation about what social media is, but when you get to implementing campaigns, the day-to-day management skills are not meeting the marketers' expectations."

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from bwelford 229 days ago #

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Part of their difficulty is they don't know how to work when they're not in control.

from nowsourcing 229 days ago #

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Lots of people don't get it - not just agencies.

from Doubleohd 229 days ago #

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I agree. I also think an issue is that some agencies see a budget, and spend the whole thing on their beautiful ad that will work perfectly the first time, instead of putting portions aside to test other formats and try new things.

from iamlost 229 days ago #

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It is not simply a SM disconnect. Nor only one way.

There is a significant competive advantage opportunity in their lack. However, how many of us - developers and marketers alike - are discussing joint projects with traditional agencies or talking direct to niche companies?

I do, and I know of others, but generally I read and hear as great a disconnect from developers and online marketers as with the agencies. The difference is that while ad agencies do not 'get' online marketing generally and SMM specifically, most developers and many online marketers don't know how, or what, to sell to big business clients - or their ad agencies.

For example, I recognise relatively few SEM/SMM names at ad agency conventions. Without exception, I have been the first (and usually remain the only) developer to give companies and agencies in my niches tailored online advertising presentations.

Openings like this are rare - try not to waste your competitive advantage.

from hugoguzman 227 days ago #

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One of the main hurdles facing agencies is that many of them don't employ "power users" from the major social portals. This is especially crucial for penetration into social bookmarking portals like Digg and StumbleUpon.

from JamesDuthie 226 days ago #

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It's not just social media that some agencies don't get. A friend was recently approached by an agency to write a promotional post on his blog. He wrote the article and placed a single link to the web site. They demanded 3 links in the article because they wanted more links for SEO benefits...
I wonder if they would have realised if he'd put nofollow on the links...?