Why Your Current Agency Hates Social Media

We were recently meeting with several GMs from a national automotive group when the discussion of social media came up. Both GMs admitted their “Automotive Specialist” Agencies seemed to have very little interest in helping them with social media. In fact, these agencies often steered them away from even considering social media as part of their marketing mix. They wondered why and were quite surprised we had embraced the medium so enthusiastically…

So, here’s a little secret….. Many agencies are concerned that they will begin to lose their hefty media fees if companies realize that they can target consumers with social media for much less. A first-step social media campaign can start for as little as $1250. For some agencies that rate can pale in comparison to fees 5x-10x higher than that. In addition, many of these agencies use the same system over and over again from dealer to dealer and market to market. It’s a system they can duplicate at little cost with no real concern for the brand itself. Social media is the exact opposite of that. A tremendous amount of time can go into understanding what makes each brand in each market unique. This time is something these old school agencies do not often want to provide as it’s not the “system”.

A recent Nielson Research Report concluded that the trend for consumers moving away from traditional media to on-line is a tsunami that really can not be turned back at this point. The question you need to ask is, “Will your brand be ahead of that wave or swept up by it?” If your agency isn’t guiding you that direction for their own reasons, you may want to consider one that will?!

- Contact Connectivity today for a free Social Media Evaluation