Social Media: Why Some AD/PR Agencies Don't Get It
I have seen a tremendous amount of hoopla online over the last couple of months related to social media marketing strategies being implemented by AD and PR agencies. Unfortunately, many of these types of agencies seem to be trying to make a square peg fit into a round hole. Rather than spending time researching for portals to have their clients generate buzz related to their products and/or services, they are taking a shotgun approach to social media marketing.
At the beginning of each social media campaign there should be a great deal of research conducted to find a needle in a hay stack; being a niche marketing opportunity. After a good deal of social media portal candidates are selected then the next step in the process is finding out what type of content the active users will find interesting. This way you can be sure that the most active members within these portals will positively interact with your clients brands, products, services, etc. Building a presence within each social media portal will take time and should be looked at as one of the most important activities one can conduct on behalf of a client.
If you are actively engaged in social media portals and constantly creating content that users can find meaningful, then you will ensure your clients have the greatest impact when they introduce new material to active bloggers, and social media participants. Then your biggest challenge will be monitoring how much buzz you are generating for your clients and not whether or not you are reaching the right target market.