the (refreshingly shifting) role of the smagency

[I'm actually referring to the (refreshingly shifting) role of the agency in providing social media services, but I just wanted to write the word "smagency." And I originally blogged the posted on Clear Night Sky, the blog of a smagency called Clear Ink.]

I don't usually post about other people's posts, but this was just too good to pass up. Especially because it directly implicates the work I was doing while at Clear Ink, an online marketing agency, in the fall of 08: developing its social media services. The post I'm talking about is From The Head of Zeus Jones (quite literally), and although it was written back in October, I (re?)discovered it today and attribute it with utmost blogworthiness. Indeed, it discusses the role of the marketing agency in providing social media services:

"If, as I believe, the adoption of social media by all companies is inevitable, what role does the communications agency fulfill?...Clients may not need help talking to their customers but that doesn’t mean they don’t need help. After the channels of communication are established and after the pleasantries have been exchanged, customers will want something to talk to companies about. The best things to talk about are things that the company is doing to make their products, services or experiences better. It seems to me that there’s still a lot of demand for help in improving our clients’ core services and making them more marketable. For applying marketing thinking to operations. Personally I find it’s actually far more rewarding to do this kind of work because you’re actually collaborating with your clients on things that are lasting and have unquestioned (rather than questionable) value within their organisations."

This last bit is why I added "refreshingly shifting" in the subject line - shifting from working with clients on things that have questionable value to things things that have lasting/unquestioned value and actually improve their core services (ooh! actual product development!) sounds, well, refreshing. But this means CI might have to change its approach to providing social media services; at least, as I articulated them. Helping companies implement a blog and produce content for it is part of the story, yes, but only in the beginning. Helping companies improve their products, so that they actually have something to blog about, will have to be part of the story too. If you're still intrigued, check the entire post.

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