Comments on: Advertising Agencies and Social Media: The Challenges

By: Astin

Astin — Tue, 23 Feb 2010 17:46:30 +0000

Yes, advertising agency and social media both are mutually interaction between each other and nowadays social media become very challenging for advertising agencies because it is easy way to advertising in all over the globe.

By: eye contact lenses|tony

eye contact lenses|tony — Tue, 17 Nov 2009 12:55:57 +0000

Great post,

I agree with you, advertising and social media have to cooperate in brand interested.

Thank for the sharing.

By: sanjay

sanjay — Tue, 20 Oct 2009 18:14:24 +0000

Thank you, Anuradha.
You make the important point that Social Media and Advertising should work together, in the brand’s interests.
- Sanjay

By: Anuradha Khanna Pentapalli

Anuradha Khanna Pentapalli — Tue, 20 Oct 2009 11:51:41 +0000

I agree with you Sanjay. I started off with ‘mainstream’ advertising, did everything in print, AVs and radio, worked on SEM campaigns as well as did some SEO. I believe that each of these have a crucial role to play and that advertisers and clients must open up to Social Media. However, I think that some people (stressing on some) in ‘traditional’ advertising are so much into what they do that they seem to miss out on understanding what social media can offer. Both can complement each other amazingly, but somehow there’s this perception that one is a test match while another 20-20. I think, both are necessary to keep it going!

By: Social Inside | b r a n t s

Social Inside | b r a n t s — Thu, 15 Oct 2009 05:15:47 +0000

[...] another extremely interesting post, Sanjay writes about “Advertising Agencies and Social Media: The Challenges“. He notes fundamental differences in the way an advertising agency looks at communication, [...]

By: sanjay

sanjay — Fri, 02 Oct 2009 23:50:52 +0000

Thanks, Surekha.
You are right. PR is closer to what Social Media is about, rather than Advertising.
But:
1. The larger budgets are in advertising, and
2. There is an existing challenge of ROI in most advertising, which is forcing them to look at options. And which is why advertising comes into social media faster than PR comes in.

By the way, it is no surprise then, that our official company name is not Social Wavelength, but Social PR Outsourcing Pvt. Ltd.!!

- Sanjay

By: sanjay

sanjay — Fri, 02 Oct 2009 23:47:47 +0000

Pankaj,
1. Why ‘passing’ eyeballs for social media? If there is a clear strategy, say, for community building, it is far more than passing eyeballs.
2. ‘Conversion’ comes into play if you think of social media only in the ’sales’ sense. Do you ask for conversion from your CRM team? From your customer service team? Not to say that Social Media cannot contribute to sales and marketing, but harping upon conversion connects it, too much, to advertising. Which it is not!
3. Well, there is a certain deja vu, between the early days of the dot com boom, and the current social media boom. And I think I should know, having been there, at both those places!! But this one is all about business objectives and in that respect, it is more real!

- Sanjay

By: Surekha Pillai

Surekha Pillai — Thu, 01 Oct 2009 03:08:49 +0000

Thank you for this great read. I believe PR agencies (outside social media specialists) are better equipped to manage social media for clients than advertising agencies. The direct, aggressive approach of an advertising agency may be less suitable than the approach of a PR specialist who also focuses on influencer programmes and WOM. Advertising needs to show quick results and visibility whereas PR is more about generating goodwill and credibility for a brand over a period of time through consistent communications efforts. The ‘Digital Readiness Report’ from Korn Ferry also clearly indicates that PR wings in companies are leading social media efforts more than the marketing divisions.

By: Pankaj

Pankaj — Thu, 01 Oct 2009 02:58:40 +0000

Social Media Networking definitely gets the “passing” eyeballs, but the challenge would be “conversion”. Its like the “eyeballs” play in the early internet days, when a huge thing was made about a “new” way to do business and every talked about the demise of the hard copy etc. But that bubble has lead people not to go too gung ho about Social Media, and I guess that is good. It is in the accumulation stage and consolidating as the share market guys would say.

By: Shah Dhaval

Shah Dhaval — Wed, 30 Sep 2009 14:40:08 +0000

I have been in Advertising & Branding since past 3 years and Now with Social Media for at-least 4 months, I feel both have a same objective to some extent, but a very different approach. I found Social Media a “must have” for any enterprise. It will be considered just like owning a website or visiting card or a company catalog. So to sum up Social Media can never be the temporary way of promotion.