Why Ad Agencies Are Not Getting Social Media

NewBizSM_SheSpeaksIf you have followed my blog for any length of time, you know I am a huge advocate for incorporating social media when marketing to women. But as I meet with potential clients daily, I am surprised by the number of times I am told that their ad agencies have still not gotten on board with social media.

I have been asked to speak at the New Business From Social Media Workshop conducted by Catapult New Business in Atlanta next month. So I asked Michael Gass, the workshop’s Keynote Speaker and author of the Fuel Lines blog, why he thought there is still such a barrier for agencies to participate in social media. He speaks with ad agency CEOs across the country daily and listed the following common resistances:

  • too time intensive
  • do not understand how they can make money at it
  • overwhelmed by it
  • do not get how to integrate it with traditional
  • were already deficient with interactive
  • speed of its popularity, can’t keep up
  • creative staff feels it is a trend

As Executive Creative Director and Owner of an ad agency for more than 25 years, trust me… I understand the overwhelm that accompanies the realization that our industry and traditional media has been completely transformed. But the fact of the matter is, as I noted in a recent post about the Five Eras of the Social Web by Jeremiah Owyang, social media is not a trend. It is here to stay, and it is evolving. But more importantly, as marketers, we must understand the ultimate implication of social media.

The control of products, services and advertising is shifting to the consumer. Gone are the days of creating that wonderfully–appealing ad and placing it in all the right places. Gone are the days of you telling the consumer what they need. They are telling you. Just ask Motrin or Dell(a).

If you feel any of the conflicts listed above describe you or your ad agency, you need to decide, soon, to simply jump in and get started. Consider the New Business from Social Media workshop in Atlanta. Seating is limited as the goal is to have agencies leaving the workshop with a great start. They are even offering a recessionary discount. But, the true value is you will be ahead of the curve.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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2 Responses

  1. […] in Atlanta at the New Business from Social Media workshop. As I mentioned in a previous post about Why Ad Agencies Are Not Getting Social Media, there are several reasons agencies have yet to buy-in to learning and participating in social […]

  2. I would love to participate too in social media agency and to have a workshop regarding the social media workshop so i should learn a lot of things in marketing.

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