Andrew Cherwenka of Trapeze.com had an excellent blog at Huffington Post this week titled: “The problem with social media agencies”. I couldn’t agree more when he points out that the internet has always been a socially (community) driven medium (despite the fact that some ad agencies may only be realizing that now) – it’s not new, that’s the whole point of the darn thing.
He also mentions how some traditional ad agencies fought the social media channels tooth and nail until they finally saw the light and jumped on the bandwagon. This isn’t new either. In my collection of radio memorabilia, I have a 1930s brochure from CFRB radio in Toronto. The intro from their sales manager goes out of its way to state categorically that radio will never compete with newspapers as a marketing channel and will at best compliment the more traditional print media – an almost laughable position looking back at it from today. Those who do not learn from the past…
Andrew also offers some very sage advice which we would all do well to remember:
Successful online initiatives require the synergistic interaction between 3 core competencies:
- Technology – to define the sandbox we play in
- Creative – to fill the sandbox with the right toys
- Strategy – to connect the people and other sandboxes
Takeaway: Never do something because you can. Do something because you plan.
Got a thought to share about the 3 core competencies? Love to read it! Post it!