Comments on: The “Inconsistent Agency” in Social Media

By: Brian Block

Brian Block — Thu, 02 Oct 2008 16:14:07 +0000

As the usual go-to person at my firm for all things social media, I couldn’t agree more with this post. A few others have had real experience as well, but everyone needs some familiarity.

I try to send out examples and case studies with my thoughts to the office so that they can take away some understanding of how it all works.

That said, our company has major IR experience and expertise, but that’s only for a few people. We have devisions crafted for our unique skill sets like civic engagement and graphics. At the moment, social media is another practice area we’re working on. But, eventually, it will become a standard for all practice areas. Just be patient.

By: Chris Norton

Chris Norton — Thu, 02 Oct 2008 09:19:08 +0000

Todd, another brilliant blog post by you and you have certainly hit the nail on its head.

I have found it hugely frustrating watching agencies comment in the communications trade titles talking wrongly about using social media and claiming to be experts.

This is a constantly changing sector and nobody can claim to be an expert, as a new tool or channel is announced almost every day.

However, there are a handful of agencies out there who truly get social media and are working in this space – obviously Shift Communications is one of them!

By: Kristin Maverick

Kristin Maverick — Wed, 01 Oct 2008 22:46:30 +0000

I think the main point here is that no one is consistent yet. No one agency has come out and said that they are the social media agency right now. That EVERY SINGLE ONE of their employees know what social media is, how to use it and how to get results. There are some that are out there and doing great things, but we don’t have a perfect agency. What industry DOES?

With regards to the junior staff position, yes—I am one of them. And, YES I’m usually the social media voice for these types of campaigns or questions. That said, it’s not always the best to categorize the young employees who grew up with Facebook in college and MySpace in high school as experts. We need to integrate all of the expertise to form one great agency.

I see some being worked on. Will be interesting to watch

By: Meghan

Meghan — Wed, 01 Oct 2008 21:57:06 +0000

I’m really enjoying the support for junior staffers… Thanks Todd for updating the post. As a junior staffer, if that wasn’t apparent by my first comment, I feel that hard work pays off as it gives you credibility both in the social media realm as well as with clients and other co-workers… but the most important thing is to take that knowledge and that homework we do and train those around us! It benefits both parties as it makes you the expert and it makes your agency ahead of the game.

My question is, in a large agency, what is step one to making your agency a “Consistent” one? Is that where we find some clash? (Being that it’s not in our hands as junior staffers to expand something company-wide – enter upper-level management)

Also, Katie was right… that the PR world (esp agency life) is volatile with staff coming in and out. A good agency trains their staff AND finds ways to retain those that are social media “gurus” so to speak, or experts.

By: Katie Green

Katie Green — Wed, 01 Oct 2008 20:50:20 +0000

I whole-heartedly agree that it is typically the junior staff that would ‘pass’ that test…and in all seriousness, it is more likely that the senior staff is haphazardly asking them that same ‘test question’ looking for an honest answer.
It is in the agency’s best interest to gather those savvy people to create that team of in-house experts, but also actively train the entire agency on best practices (by client projects and competitor projects) and establish agency points-of-view that should be shared as often as possible and through as many channels as possible to employees (email, intranet, printed handout, weekly/monthly trainings, web conferences, WHATEVER IT TAKES). Common problem in the agency life is that once you can get a group of people trained, half of them leave and you have a new batch of questions/answers.

My motto lately: rinse and repeat.

By: PRstore | Marketing. Simplified.

PRstore | Marketing. Simplified. — Wed, 01 Oct 2008 20:12:58 +0000

A Night at the Improv…Blog Style

Over at his PR Squared blog, Todd Defren’s working a killer series about social media charlatans, miscreants and half-asses. Todd’s post dovetailed with something I’ve been thinking a lot lately, namely, that plenty of so-called “social media experts” …

By: Digimode

Digimode — Wed, 01 Oct 2008 19:16:32 +0000

Interesting post!
I absolutely agree that many of the best practices in social media still need to be captured. Did not go with the ‘junior’ staffers bit until I saw your update.

Social media champions absolutely need to train and master all their hands – else they are not the champions.

By: Gina Kay Landis

Gina Kay Landis — Wed, 01 Oct 2008 16:45:55 +0000

Your points are well taken even without people going through an agency. If someone within a corporate/company environment is the “expert” for that company, then they should be aware of both the new rules of marketing you refer to as well as unspoken “rules” that occur within any new or forming society environment.

By: Apolinaras

Apolinaras — Wed, 01 Oct 2008 16:43:11 +0000

With where the social media is now and where the real experts are, I would stick with boutique PR firms to handle that aspect of marketing.

PR work is not cheap and agencies are yet to embrace value pricing. Wouldn’t you want to pay for the results, rather than time they spent on achieving them? And who cares if it was jr. AE who did the magic that lead to the result you expected or sr. partner? I don’t.

So yes, I still think that only a boutique firm can handle social media PR properly.

Just my 2cents.

Apolinaras “Apollo” Sinkevicius
Principal
Revolve, Inc.
Flexpertise(TM) – Business Law – Capital

By: Brandon Carlos

Brandon Carlos — Wed, 01 Oct 2008 16:11:32 +0000

I like that you mentioned “the new rules” of marketing, a great read for those who might find the social media space a bit daunting.

An in-house social media positon is so much more effective than hiring an agency. If the real purpose of being involved in the space is developing relationships with members of your target audience (and it is), then having a representative outside your organization lacks the authenticity of someone in-house. Simply put: an in-house lives the brand they’re promoting, an agency only wears it.