Social Media: 'Agencies Don't Get It,' Survey Says
"TNS Media Intelligence/Cymfony polled more than 60 marketers in North America, France and the U.K. to gauge how they are faring navigating the world of social media. It asked them for feedback on their agencies' abilities to help. TNS found, in its words, "Agencies don't get it."
Clients complained that their agencies -- creative, media, public relations, design and others -- typically treat social channels like blogs as traditional media. In other cases, their ideas are not backed up by practical skills in the area. What's more, one client pointed out that his agencies have little of their own experience using social networks or video-sharing sites for themselves...
"You get the sense that agencies talk a good game," said [Jim Nail, chief marketing and strategy officer at TNS.] "They put up a good presentation about what social media is, but when you get to implementing campaigns, the day-to-day management skills are not meeting the marketers' expectations." "
If you're one of the 60 marketers polled by TNS, I know a few people you might want to meet. ;-)