Social Media “Ad Agencies Don’t Get It”

More clients are making social media a top priority. But according to a recent survey, conducted by TNS Media Intelligence/Cymphony,

“traditional ad agencies just don’t get it.”

The research found that the typical agency is poorly structured to help navigate the social landscape.

The report goes on to say that agencies have very little practical skills and personal experience in this area.  They are trying to talk a good talk but they aren’t walking the walk. Most are treating social media like traditional media.

Digital agencies, on the other hand, tend to grasp social media but they lack the branding skills of an ad agency.

Clients are left frustrated.

Two things are clear:

1. Social media isn’t easy for tradtional agencies.
2. Consumers are more in control and the role of the agency is become less relevant because of social media. The trend is presenting opportunities for new web service platforms that replace the middleman agency.

Agencies can still be relevant but they need to roll up their shirt sleeves and jump into the midst of the social media revolution and gain personal experience and skills.

If you are the president or CEO of a small to midsize ad agency, why not use social media as one of your agencies new business tools. It will provide you practical experience on how social media works and benefits your agency in many ways. It will also provide the skills and knowledge that will benefit your clients and prospective clients.

What a powerful demonstration to prospective clients, showcasing how social media has worked for your agency and  practicing what you preach! 

Read the report, “Forrester: Agencies Need to Reboot”