Social media is inherently passive. You post, only a handful will come (if you’re lucky). You tweet, and maybe some will listen. You like, and few care.
In our 2011 “Client’s Look Ahead at Agencies” only 12% of Marketers stated that social media plays an active role in helping them find a new firm.
We are about to push out a “Look Back and Look Ahead at Social/Digital Media” survey to examine how the world was perceived by Marketers and Agencies in 2009 – at the height of the recession and the coming of Social and Digital – and today, to see how things have changed and where both sides think things are headed.
Stay tuned for that – should be some interesting results and insights!
Let’s face it, Marketers are busy and have little time to manage much beyond their immediate tasks at hand.
And those that ARE looking for an Agency are still relying on referrals and networks and reach outs from agencies to build their consideration sets.
In past surveys, these three consistently top the list of ways in which Marketers learn about Agencies when considering a change.
So does this mean that social media isn’t worth your time Mr./Ms. Agency Principal?
At RSW/US we encourage our clients to post value-added content and we activate posts via monthly “VAEs” as we call them, or value-added emails, shrouded in a theme that is consistent with the differentiated value proposition we’ve created for the Agency, and “inteli-cized” so we can track clickers and openers and reach out to them later.
We also follow companies on Twitter and Facebook to try and capture nuggets of insight about their goings on – to use when we reach out to them.
We post our clients’ VAEs on their Twitter and Facebook accounts to get some extra exposure and traction for their agency and their message.
All of this is an ACTIVE attempt to bring the Agency’s social activity to life.
So what’s the bottom line…DO get involved in social media. But DON’T leave it for dead.
Make it worth your while…help it produce results…ACTIVATE IT or it will underwhelm.