Studied art and fashion design at Manchester then Westminster University. In the past 15 years Colin has been part of the buying team at Burberry, an Angel Investor, corporate film and TV producer, and for the last 6 years has run his own digital agency. An online social adoptee from 2005. He’s an exhibited artist.
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…
Do you have a strong opinion on a topical industry issue? To submit a comment piece, please send a short summary of your idea to firstname.lastname@example.org. Views of writers are not necessarily those of The Drum.