- Forrester Councils
- Councils Overview
- log in
Posted by Sean Corcoran on June 6, 2010
With social media getting so much attention in the industry, it's not surprising that there's been a massive land grab by agencies of all shapes and sizes. Agencies recognize the tranformative nature of social technologies and with nearly $1 billion in social media budgets already forecasted for 2010, it's no surprise that agencies are trying to get a jump on the expertise. This creates a lot of confusion for interactive marketers. So much so that a few agency folks actually got together recently to write a joint blog post to point out how they differ ("co-opetition"). Yet each type of agency comes at social media with a distinct strong suit. For instance:
These are generalities and there are definitely exceptions to the rule. Yet the reality is while many of these agencies are helping their clients with strategy and even organizational structure, they're mainly playing a support role. Why? Because most marketers want to have the conversations directly with their customers. They don't want a middle man either talking for them or adding another layer of people to the communication process. As one social marketer recently told us, their agency acts as their arms and legs, ears and eyes, sometimes their brain but NEVER their mouth. Only employees are allowed to talk to their customers. And while some companies, usually ones with limited resources (like some in the B2B space), do allow their agencies to speak on their behalf, we have found it is becoming very uncommon (we'll have data on this soon).
So what should you do to make sure your agencies are helping you effectively manage your social marketing? Start with these steps: