When your @Campaignmag hasn't come for 2 weeks, and @CreativeReview turns up wet, it's nice to get this in @TheDrum
I’m getting tired of the same old chat – you rock up to the client get them to buy into a social media strategy for them to stop 3 months in and give it a bash themselves – and you know what, they all… muck it up, they think just because the applications are everywhere, anyone can do it – Bollocks!
Just because you can buy a cheap video camera doesn’t make you James Cameron, just because you bought a Soda Stream doesn’t make you Mr. Coca Cola.
Listen up, it’s a false economy, you’ll do more damage to your brand without constant nurturing, managing and monitoring. And more often than not these ‘clients’ (I hope they read this) run out of steam and think, this social stuff is a flash in the pan, its the next big thing that’ll be dead in 6 months. Get a grip.
You employ an agency for a reason, the word campaign does not spell project – it requires persistence, creative thought and get this – the important part – daily activity. You heard me, you can not start a social media campaign and think, you know what, once a week should be enough – sorry Mr Client, if you’re only doing it once a week good luck hitting those targets – in fact, you the see the time that you spend adding content to your various profiles and platforms once a week – you’ve just lost 2 hours of your life for nothing.
And all you agencies who are promoting their social media credentials, I’m sure you’re doing your homework, just be aware that ghost writing will get you and your client in trouble (or worse just ignored) – there is a way round it you just have to be smart about it.
Time for a deep breath…
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