Why the Social Media Genie Isn’t Going Back in the Bottle
A couple of weeks, ago, Geoff Livingston wrote a post called “What Will You Do When Social Media Isn’t Special Anymore?” While I agree with part of his premise (that social media won’t remain the shiny new object forever), the other part (that traditional agencies will soak up the social media work) is simply wrong. Here’s why:
Historically, specialists stick around
Geoff argues that once the PR, advertising and interactive agencies figure this all out, they’ll take the work back. This should be true, but it never is.
- 1996: “Once advertising agencies figure out HTML, they’ll do all the web development. These interactive agencies will be absorbed.” Should’ve been true. Wasn’t.
- 2000: “Once the interactive agencies figure out the tricks of SEO, specialists in search engine optimization will go away.” Again, didn’t happen.
- Today: “Once the PR people, or the ad people, or the digital people, or maybe the SEO people, figure out this social stuff…” Not going to happen.
In fact, it never happens.
Big brands that are already utilizing social media agencies include Ford, Microsoft, Intel, SAP, Citibank, Coke. The list goes on. These folks have access to all types of large, talented agencies, but they see a need for specialists—for some of what they do.
Divergence is the most powerful force in the universe
In their outstanding 2004 book, “The Origin of Brands,” Ries and Ries demonstrate how the world gets infinitely more complicated and products, and specialties continue to branch out. The telephone splits into landlines and cell phones. Landlines split into traditional and VOIP. Cell phones split into texting phones, smart phones, flip phones.
And on and on.
Complete article here…
Why the Social Media Genie Isn’t Going Back in the Bottle.
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