Advertising Agencies, having all but destroyed a perfectly good Old Media are set to do the same with Social Media!
In the fickle world of online chatter, yesterday’s achingly fashionable meeting points are rapidly acquiring the appearance of the Royal Bank of Scotland’s’ headquarters.
Already Twitter, becoming bogged down with fake PR tweets as well as fake advertising tweets, so much so that already the kids dismiss it as tired! And are moving on.
As soon as the buzz of innovation starts to fade the “cool” but influential people move on quicker than you can send a tweet.
As witness by the Old Media experience, essentially Commercial Television, Advertising Agencies are loath to change a medium that was to them, a money-spinner. Despite the fact that it was non-accountable. Now they are deserting terrestrial TV without even realizing that they could have made it far more effective & accountable, but they didn't understand the word "communication".
And now Agencies are rushing onto Social Media ignoring the fact that, as in the past, people don’t want their advertising in whatever form. The difference here is that they can easily move away from advertising in whatever guise, you have only to look at the experience of Second Life, that was to be advertising’s salvation. That’s why the early adopters have moved on!
CHECK OUT THE AGENCY CREDENTIALS & MAKE SURE THAT THEY REALLY UNDERSTAND THE WORD “COMMUNICATION”
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