I probably study 20 or more corporate blogs closely each week; maybe another 30 a little less closely.
Recently an advertising CEO from New York asked me the following:
“What are the 5 things that irk you the most when you read ad agency blogs?”
Tough question, but I promised him I would take a stab at it.
Here is my summary of the many social media audits we have done this year on agency blogs for our clients.
What large ad agencies can teach us bloggers
How to do it right:
Burson-Marsteller does many things right, including having content that adds value.
As this blog below shows, it takes effort to present content that is relevant for your clients.
It is hard but the Bernet blog illustrates that ad agencies can do it very well (see above).
Burson-Marsteller also violates point 3 below, by turning off reader comments. That puzzles me. Anybody know why Burson-Marsteller does not want to hear from its blog readers?
Landor talks about engaging, debating and so forth on its blog (see above screenshot).
But all it does is boradcasting, so Web 1.0 – where does it listen, share, discuss and learn? Talk is cheap…
We all know that fostering dialogue takes time, of course.
Naturally, the above illustrates that not every blog entry gets as much dialogue and social sharing as the next.
Large agencies that span the globe have another challenge to master.
Harnessing economies of scale is great, but boring the local audience with “soft” news does not communicate professionalism.
It seems it is not easy to write content relevant to your local audience when you are part of a large worldwide ad-agency. A case in point is Ogilvy South Africa.
Blog entries like those about the Cannes Lions conference cannot be of great interest to a South African client, can they?
Maybe it justifies the author’s junk trip to France from Johannesburg. Anything else?
Not so easy, as the Deep Edition Digital PR’s blog illustrates. Nevertheless, if you want to be considered an expert and get paid for your advice, should you not do better than those paying you because you supposedly know?
Discuss these issues with us!
Have you come across these issues as well?
Share your viewpoint. I would love to start a dialogue with you.
How do you decide whether or not your ad agency is competent in social media? What criteria do you use?
Next time you look for an ad agency that can help you with social media, check out these three things before giving them the job.