This entry was posted on Saturday, November 7th, 2009 at 5:00 am and is filed under Advertising Factor, Age Factors, Attention Factors, Business Factors, Change Factors. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
11 7th, 2009
- What Does 1,000 Post Get You?
- What’s A “Certified Social Media Specialist”?
- Enabled or Stimulated By Social Media?
- Is Social Media Strategically Relevant?
- Can You Explain Social Media?
- Again, What Is Social Media?
- An Agency For Agencies?
- The Enemy Of Social Media
- Is Social Media Relevant & Relative?
- Will Social Technology Change Business?
- Who Gives Us The Web?
- How Much Is Twitter Worth?
- Do You Like Clutter?
- Social Media Ignorance?
- What Does It Cost To Think?
- Guru’s, Experts Or Stupidity?
- Do You Copy Or Create?
- Social Media Counterfeits?
- Why Do They Want Our Data?
- New Spin On Old Ad Strategies?
- Nobel Prize Goes To Social Media
- What Is Your “Real” Network?
- Can You “Restrict” Communications?
- Does Social Media Fuel Agility?
- 5 Things You Must Ask About Social Media
- Social Media And Management
- Are You The Example?
- Who Has Social Media Directions?
- The Irony Of Social Media
- Social Media Force Fields
- The 3rd Element of Social Media: Affinity
- The Devaluation Of Social Media
- The 1st Element of Social Media: Attention
- How Do You Sell Social Media?
- All Of A Sudden It’s About Culture?
- Is Your Organization Ready?
- What Is Off Line Social Media?
- What Will Happen To Business Week?
- Is Social Media Shifting?
I received the following message from a connection through Linkedin. Hello, My latest position at an ad agency came to a close this week, as the company went out of business. I am forwarding you my LinkedIn profile in hopes that you or someone you know may be aware of job opportunities in advertising, marketing or social media. This request made me think about the “Agency business” and why is might be failing for those unaware.
Advertising agencies are known for the creative skills in creating images and messages that get people’s attention. They are also known for creating integrated ad campaigns using every kind of media imaginable. A lot of talented folks have created some of the best ads known on the planet.
Then Social Media Disrupts The Process!
There is a clear shift from mass media that creates attention to conversational media that keeps our attention. The difference is in the form and context of media, content in every form. You’d have to be living in a cave not to know how social media is changing market dynamics for every single industry. The dynamics have flipped from push to pull as have the thinking behind each underlying methods. Agencies who do not understand and master the methods will quickly fail to exist. Why? The anwser is simply because the market is demanding new methods which requires new thinking.
Is The Thinking Old Or New?
Renee Cassard writes “With social media, the importance of interaction has resurfaced. SM provides a vehicle in which the local, more personalized business transaction can be reintroduced into the mix. Previous mandates of telephone scripts and corporate liability statements have rendered these transactions dormant in more recent years. The introduction of social media gives corporations a wonderful opportunity to find someone who believes in them to represent their company. This is good for internal morale and for bringing the human element into the mix again. It engages consumers in more authentic, less scripted conversation. Mind you, this doesn’t mean a business should overlook the development of a social media strategy. Quite the opposite, actually. It simply means that in today’s world, social media gives companies the chance to value those who work for them and have passion about their company, products, and what they do. Who better than these people to interact with your consumer, or former “receiver” turned “sender” of your company’s message? “
“In the end, simple and classical business interactions are what lie at the foundations of social media, and ultimately will ensure its ongoing success. So when a client asks you about the “new” thing – social media – you might prompt them to consider whether it really is something scary and new, or something tried and true!”
Renee says it well. The essence of social media is relational rather than institutional. Relational communications has been the fiber of human interaction since the beginning of time. What has happened is that the market, and the thinking behind the market, has gotten away from relations and chased “tricks of the trade” aimed at getting our attention.
Our attention has shifted back to what is natural, relational and meaningful. Sometimes going “back to the future” means having to learn what makes relationships work. While being creative is part of the equation a meaningful conversation is the entire equation.
Agencies that don’t get this will die a fast death as will the companies they serve. Maybe agencies need help understanding this. Most agency web sites do not reflect any understanding of social media. Most agencies cannot even begin to explain social media. Most agencies have little experience using social media for themselves or their clients. That being the case most agencies are in trouble.
What is your opinion?
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November 6th, 2009 at 3:25 pm
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November 6th, 2009 at 4:08 pm
[...] This post was mentioned on Twitter by JDeragon, The Social CEO. The Social CEO said: The Social CEO An Agency For Agencies?: Agencies that don't get this will die a fast death as wil.. http://bit.ly/2E09jO [...]
November 7th, 2009 at 5:29 am
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An Agency For Agencies?: Agencies that don’t get this will die a fast death as will the companies they serve.
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November 7th, 2009 at 5:31 am
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November 7th, 2009 at 5:53 am
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November 7th, 2009 at 6:16 am
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November 7th, 2009 at 6:33 am
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November 7th, 2009 at 12:08 pm
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November 7th, 2009 at 9:21 pm
From my blog “The Agency Shrink is In”
No going back: PR and advertising agencies need “to social media”
I hereby declare “to social media” to be a new verb.
There are still agencies that are advising their clients to blog, Twitter, Facebook — but they’re not doing this themselves. When I’m working on an agency search, I look for those agencies that don’t just talk the talk (“You, the client, should be engaging in social media”), but walk the walk (“We as an agency engage in social media.”).
I’m still of the mind that not all clients, especially some in the B2B arena, need to blog. But for sure, any company that’s B2C needs to be doing this. In the meantime, when I’m working on a search, I’m looking for agencies that have an in-house blogger or that contract out. These are the agencies that truly understand how to advise their clients, especially if the client has a blog or Twitters and opens itself up to being clobbered online.
If you’re a North American or UK PR agency or advertising agency without social media savvy, I need to move on to the next agency.
If you’re an agency in Germany or Italy or some of the other Western European nations or for that matter the rest of the globe, you’re temporarily excused. Your markets are only just beginning to catch on to the ways that social media can help your clients’ — and your — business grow.