Comments on: Big business is grappling with social media (but still keeping it’s gloves on …) http://www.fumoir.com/2008/03/16/big-business-is-grappling-with-social-media-but-still-keeping-its-gloves-on/ Sit back, chat, and light(en) up about marketing, disruption, innovation and the Web Thu, 19 Nov 2009 06:43:36 +0000 hourly 1 http://wordpress.org/?v=3.0 By: Dan Wilson http://www.fumoir.com/2008/03/16/big-business-is-grappling-with-social-media-but-still-keeping-its-gloves-on/comment-page-1/#comment-74 Dan Wilson Tue, 25 Mar 2008 12:38:54 +0000 http://www.fumoir.com/2008/03/16/big-business-is-grappling-with-social-media-but-still-keeping-its-gloves-on/#comment-74 Interesting to note the view that marketing agencies 'don't get it'. It's hardly surprising: marketing agencies are often slow on the uptake because innovation isn't necessarily part of their DNA. Tried and tested gets results after all. But there is a more practical reason why big corps shouldn't use a third party on the social networks: they represent another filter. If employees are to interact with customers on a social network, then it must be direct, real and authentic. Scripted drones or constrained staff can't join the conversation. It's even harder when it's a marketing agency exec, working from a brief that has been provided by a client. If big corps are to reap the rewards they need to unshackle their staff, trust them and let them genuinely join the conversation. Anything else is half-baked and doomed to failure. Interesting to note the view that marketing agencies ‘don’t get it’. It’s hardly surprising: marketing agencies are often slow on the uptake because innovation isn’t necessarily part of their DNA. Tried and tested gets results after all.

But there is a more practical reason why big corps shouldn’t use a third party on the social networks: they represent another filter.

If employees are to interact with customers on a social network, then it must be direct, real and authentic. Scripted drones or constrained staff can’t join the conversation. It’s even harder when it’s a marketing agency exec, working from a brief that has been provided by a client.

If big corps are to reap the rewards they need to unshackle their staff, trust them and let them genuinely join the conversation. Anything else is half-baked and doomed to failure.

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