Ad Agencies and Social Media

Yesterday's Advertising Age article (http://adage.com/agencynews/article?article_id=137724) seems to confirm my recent suspicion that many marketing/advertising/creative agencies simply don't "get" how a social media plan will work alongside a traditional marketing/media/public relations plan. I don't think this is too great a problem right now for most agencies, since most clients' marketing plans follow a fiscal year budget plan, but when the fiscal years run out, a lot of agencies are going to be srambling to meet or address new client demands for a social media component in their marketing strategy. As the article states, it's not surprising that digital agencies currently have the edge over traditional agencies, but I am surprised that the old guard isn't falling all over themselves to get educated immediately. Third-party agency engagement, anyone? Easier than learning (or hiring)..... which suits me fine if they want to hire me to manage this element, but if it were me, I'd prefer to keep this competency (and my clients' work) in-house.

I have recently taken great interest in following tweets with searchable, identifiable corporate names - it's kind of my new hobby, and I am always surprised at how often a consumer with hundreds of followers will post a "complaint" that goes fully unanswered by the corporation (to say nothing of answering brand-supportive tweets). This is where public relations can intersect with marketing messaging, and it is fairly simple to manage - with the right tools and skill-sets. I wonder if these corporate managers have considered the idea that this is akin to a DJ slamming their brand over the microphone through a mega-wattt PA in a crowded nightclub, with 800 clubgoers listening - "don't drink the crappy martinis - the Gin 'n' Tonics are waaay better" - except that in the case of a Tweet, the "brand owner" has the opportunity to reply. To my thinking, no reply equates acceptance of the comment as is - throwing in the proverbial towel. At worst, it shows that the company simply doesn't care about consumer views.

But hey, they are still racking up GRPs with the latest billboard and online campaign!! Great reach and frequency with a targeted demographic!! Great work!! "We're a 'Build Phase' brand - to hell with Grass Roots!" And yet, people (corporations and the agencies they hire) are wondering why brand equity continues to erode.... yikes.