Don’t you hate it when somebody tells you what you “should” do, but they don’t follow their own advice? When it comes to social networking, nearly every PR and ad agency in Maine and New England is guilty of advising clients to do what they themselves do not do.
Michael Gass is a new business consultant to advertising, digital, media and PR agencies. In his online blog, to which I pay close attention, he quotes Hank Blank of Blank and Associates, who nails a glaring truth: “My personal experience is that most agencies are social media posers. They do not embrace social media for their own agencies yet recommend it for clients.”
This is way over-simplified, but these are the basics of the new PR:
- Have a blog
- Blog often
- Use video as often as possible
- Who better than the CEO to do the blogging?
I’ve already done this myself, but go ahead, survey all the ad agencies and PR shops in Maine and New Hampshire. You’ll be hard-pressed to find any that even come close to actually doing themselves what they are advising their clients to do. Which begs the question: how “expert” are they, really? I close by quoting Gass: “Agencies need to first get their own house in order when it comes to social media. Prospective clients will be looking for agencies with verifiable social media experience that practice what they preach.”