Marketing cage-rattler and blogger B.L. Ochman had the audacity to suggest that companies shouldn’t hire social media experts that aren’t “thought leaders” in using social media themselves.
This generated an immediate protest from one agency executive who said they don’t need to show their expertise in social media to prove they get it. “For an agency to build a large community of followers,” she wrote, “is more difficult than for a marketer as they don't really offer anything to the general public.”
This “we don’t sell to the public” line is an old, specious defense by ad agencies that avoid spending their own time and money on the products they want other companies to buy in mass quantities.
It rings even less true given social media’s supposed game-changing capacity to build business.
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