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Social media and marketing don't mix

By Kevin

Advertising Age's David Teicher had a good piece making the rounds on the net this week on why media agencies ought not to involved in social media. It got me wondering why marketing departments are leading blogging and other social media efforts in so many law firms. It was news of Universal McCann, an ad agency, building out an entire division dedicated to social media that motivated Teicher to make his point. Universal McCann's expertise is in media buying and planning, an agenda wholly antithetical to everything that is social-media marketing. Yes, media planning should encompass outlets of all types, and thus must take into account planned activity in the social space when allocating funds. However, it's what UM represents -- buying increments of attention through which brands broadcast messages to consumers -- that I find so contradictory to the dynamics of social media and, consequently, marketing on social platforms...continue to full post

Full post as published by Real Lawyers : Have Blogs on July 24, 2010 (boomark / email).