Having a working knowledge of social media isn’t even an option for an agency’s new business director – it’s mandatory.
Today it’s almost impossible to have a discussion about branding and marketing without considering the latest wave of how people are using “social media”. That is also true of your agency’s brand and self marketing efforts. Social media is having a big impact on how agency’s promote themselves and how they are found online by their prospective client audiences.
So before hiring someone responsible for your agency’s new business efforts, in addition to the questions regarding their new business expertise, think about asking some additional questions like these. How they answer will tell you what they really know about social media.
- Do you read blogs? Which ones?
- Do you have a personal blog? What’s it about?
- What are the social networks do you participate in?
- Have you ever uploaded a video online? What program did you use to do it?
- What’s your favorite search engine. Why?
- Have you ever used an online classified service such as craigslist?
- Besides making phone calls—how else do you use your mobile phone?
- Have you ever registered a domain name?
- Do you use social bookmarks or tagging?
- Do you use a feed reader of some sort? Which one? Why?
Now think about these questions. What are you looking for in the answers? You are looking for empathy. You are looking for a sense of understanding that only comes with experiencing something for yourself. You are looking for honesty and authenticity. And you are looking for credibility. It’s not important to have done everything in this list—but for this new paradigm for agency new business, it’s critical to have done SOME of it.
Another article of interest: More Women Pursue New Business for Ad Agencies
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Michael Gass, agency new business consultant, primarily to small and mid-size advertising agencies, utilizing both traditional and new media tools.