Feb
29
Social Media: Agencies Don’t Get It
Filed Under Marketing | Author: Gerald Smith |
Today, Brandon Andersen (Business Development) circulated an article in AdAge that is a must share. A new survey shows clients are placing more emphasis on mastering social media but find their agencies ill equipped to help them succeed in the digital space. Premier Studios is privileged to be one of the few agencies that represent a new model and are well equipped to help our clients succeed in the digital space. Following, is a portion of the article…
TNS Media Intelligence polled more than 60 marketers in North America, France and the U.K. to gauge how they are faring navigating the world of social media.
Clients complained that their agencies — creative, media, public relations, design and others — typically treat social channels like traditional media. In other cases, their ideas are not backed up by practical skills in the area. What’s more, one client pointed out that his agencies have little of their own experience using social networks or video-sharing sites for themselves.
“I think traditional ad agencies have very little contribution to make,” Bryan Simkins, a marketing specialist at FedEx, told TNS. “They are mostly driven by their compensation models which are made for closed media. Those models don’t apply in open media.”
The increase in social media has led other analysts to highlight the dearth of skills at agencies to help clients navigate the social landscape. Forrester Research, for instance, published a report last month that found agencies are poorly structured to help clients leverage opportunities with communities of shared interests.
“The existing marketing partners do not understand the ins and outs of the social media space,” David Harris, e-business manager at Suzuki, told TNS. “They can do more harm than good if they apply old models.”
“You get the sense that agencies talk a good game,” he said. “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.” That could haunt agencies as more clients make social media a top priority.
Nearly 50 percent of marketers said social-media efforts needed to be handled at an executive level with “significant” resources. Another 30 percent agreed social media is a “revolutionary opportunity.”
“One of the big barriers right now is people are struggling with where this lives and how it is incorporated into their organizations,” Nail said, pointing out that social media cuts across marketing, public relations and customer service.
Brandon Andersen has also written a white paper regarding Social Media. You can also read it here.
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The new model has arrived. The landscape has changed. The public is more ready than ever to be a facilitator of the brand experience. The trad-agency model has (once again) proven it’s insight and contribution.