The "news" that agencies of all stripes don't really understand social media wasn't exactly a shock to Cymfony Chief Strategy and Marketing Officer Jim Nail, either. "They can talk a good game [about social media], but they don't walk the walk," he said. The study, which is the result of 71 phone interviews with marketing people in the U.S., Canada, France and the U.K., found that agencies are still mostly concerned with using social media as a viral blast technique, when, to some extent, the real action is in conversations, good or bad, about a company's products and services.
It's Hard to Build a Destination Site These Days
As for blogs, the number of agencies that have them is growing, but overall they're still pretty spotty in terms of technical chops and raison d'etre, and there's at times an embarrassing level of "Gee whiz! We're blogging!" to some posts. Haven't you people learned the art of pretending that you know what you're doing? Interpublic Group's Hill, Holliday, which made quite a few headlines a while back when it turned its Web site into a blog, isn't exactly transforming the medium as we know it with its posting prolific-ness. Since October, the agency has posted a dozen times.
Lawrence Coburn [March 5 10:23pm]
Just ask Conde Nast.