Social media on Adweek.
I wrote a small piece on social media that is up today on Adweek: here’s a snippet:
“I think it’s almost certain that most, if not all clients, will eventually see the advantages of a do-it-yourself approach to social media. If the effectiveness gains from creating real, person-to-person interactions between customers and employees are not compelling enough, the efficiency gains of being able to invest in long-term assets — people versus disposable ones, campaigns — will seal the deal.”
My thesis is:
- Agencies shouldn’t be executing social media campaigns for their clients
- Social media is much more effective when clients engage in it themselves
- Social media is quickly becoming the primary way companies communicate with their customers
- So what’s the role of the communications agency in an age of social media?
You can read the full article and comment here.
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