Will Small and Midsize Ad Agencies Be Social Enough?

Not being social enough is a big problem for companies trying to use social media.

That’s what Jeremiah Owyang and his team at Forrester Research discovered in a recent report.

Forrester selected 16 companies across four industries and found only one company worthy of accolades, BMW. What makes BMW a social marketing winner? In part, it’s that the automobile manufacturer managed to avoid the most common pitfalls, which is still where most firms fell short. Some examples of those easy-to-make mistakes: creating marketing programs that aren’t self-fueling, that don’t encourage members to participate in conversations amongst themselves and that don’t include some amount of participation from the company, itself.

Jennifer Jones, Marketing Voices podcast discusses Jeremiah’s findings.

The BMW 1 Series campaign is indicative of efforts by mainstream marketers to alter their media mixes as consumers change their media habits.

A recent survey by PQ Media projected that by 2012, advertisers will increase spending by 82 percent from 2008 in areas like search-engine marketing, online video and e-mail messages.

Collaborating agencies for these ads are Austin’s own GSD&M, which is part of the Omnicom Group, and Dotglu in New York, part of the Kirshenbaum Bond & Partners division of MDC Partners.

A number of the larger agencies understand and are effectively using social media. But will the smaller to midsize ad agencies be social enough?

Read more:

About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.

%d bloggers like this: