In ADWEEK, a peek into the hearts and minds of advertising agencies when it comes to social media. The unfortunate conclusion, according to the article:
"NEW YORK Clients are placing more emphasis on mastering social media but find their agencies ill equipped to help them succeed in that space, according to a new survey.
TNS Media Intelligence/Cymfony 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. It asked them for feedback on their agencies' abilities to help. TNS found, in its words, 'Agencies don't get it.' "
What's to be done? That's where the PR profession steps in. Learn social marketing by doing it yourself, and learn it fast and well. Well-armed with this new understanding of social media, you can attract the clients who are begging for expertise. Or, if you work for one company, get up to speed, then hold a meeting where you demonstrate your skills to management. Believe me, this will help your career.
Here's a good place to start. I heard about this book from Steve Rubel. His blog Micropersuasion taught me many things. He helped me dip my toe into the waters of blogging.
From his site:
"On March 10 WIley & Sons is going to publish a new book by Michael Miller called Online Marketing Heroes: Interviews with 25 Successful Online Marketing Gurus. The book features interviews with a host of digital marketing experts, including yours truly.
Wiley has graciously approved the posting of the chapter that features an interview with me. It covers my background, thoughts on blogging, PR, digital marketing and my work at Edelman. Sound bites...
*Technology works best when it takes on a do-it-yourself character—and when it becomes free
• Google’s free search has replaced the PR professional’s traditional paid research tools.
• Generation Y is abandoning earlier technology, such as email, in favor of text messaging, instant messaging, and social network communication.
• To take advantage of social networking, figure out where you and your community overlap and how they want to communicate.
• Going forward, the concept of community is the common element running through all online media and technologies."
Every morning and every evening I practice social networking online. Sure, there are people who sound like they know what they're doing, but you have to do it yourself to fully understand the implications. It is a little like the invention of the dishwasher. People thought it was foolish - they could do their own dishes and probably better. Then they bought a dishwasher. Suddenly they understood why they wouldn't live without it. Get it? :)
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