Social Media Ghetto

Back to who in agencyland owns the SocMe philosophy.  There appears to be a couple of perspectives.  The purist POV is that no-one should own it – SocMe should be (as said earlier) part of the agency DNA.  But, short and medium term this is virtually impossible.                                                                                                                                                                                                                                                                                                                                                                                                                           We can’t rewire decades of thinking / structures / approaches / training so easily.

Perhaps we should forget the ‘where SocMe resides’ debate and get onto the type of person that is best at it.

Yet again, as with so many roles in the digital and interactive industry, probably the best ‘champion’ is a hybrid .  A person that understands brand strategy and how to get PR pick-up.  A person knows how to entertain and sell.  A person who knows where to fish      (in a media sense).

Naturally, it’s someone that enjoys some of all of these skills.  Now add just one more skill!  Considering that the end-game is shared  knowledge and better integration – this character is the ‘near-perfect’ team member…

One of the biggest hurdles for SocMe is evolving clients who are rooted in big media spends to understand big head-hour investment.

No simple task!

The deeper issue here is that big media spend is likely to be reflective of a client and/or agency that believes that marketeers are the prime-movers of the market.  SocMe is reflective of a marketeer that believes that it is the consumer is who drives the market.

In the quest for consumer value we marketeers need to decide whether we are going to be a source of friction in the process or a source of value within it.

And… finally, the last difference between ‘Paid’ and ‘Social’ Media – forget the term campaign and forget the short-term.  Take a long view on monitoring – yes, real time analysis is useful but, only when it is framed within the broader context. Commitment to Social Media does not have a beginning, middle or end.

The communications industry is yet again teetering on the precipice of change.  Change equals risk.  Risk breeds opportunity, resulting in either success or failure – in 50/50 split.  A risk profile that many are likely to be not prepared to take.  But, for me, role on the future!


~ by rtymerej on August 2, 2010.

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