Comments on: Who Should Offer Social Media – Advertising or PR Agencies?

By: PR vs. Advertising – Sharing the Social Media Pizza « Grown-Ups Don't Get It

Fri, 08 Jan 2010 08:40:05 +0000

[...] social media — PR agencies vs. advertising agencies. Although the topic has been tossed back and forth throughout the past few years, it is definitely on the top of marketers’ minds now [...]

By: Andrew Berthoff

Andrew Berthoff — Thu, 01 May 2008 12:00:10 +0000

The answer depends on what one wants to gain from social media. If it's selling product with thinly-veiled "articles" and articifical conversation, then advertising experts may be best suited. n nIf it's encouraging and stimulating constructive, factual dialogue between real employees and real customers, then PR professionals can probably provide the best advice on ways to do that, remaining true to the idiom.

By: Adam Fox

Adam Fox — Thu, 14 Feb 2008 15:42:32 +0000

I agree with all above posters who suggest social media marketing is best produced using an integrated approach with the input of advertisers, digital marketers and PRtists. The credibility of using social media lies in community building and thought leadership. To create this environment successfully will take the best ideas from the full spectrum of marketing and communications.

By: Janice Diner

Janice Diner — Wed, 13 Feb 2008 18:04:55 +0000

I am confused by the question altogether, why should social media belong to any one particular marketing discipline? I believe each marketing situation is different, and there are a variety of social media tools available to marketers to help develop programs for their clients.

I have created several successful social media programs for TD and PlayStation and I am a creative director. I head up the Social Media division of Sharpe Blackmore Euro RSCG, an ad agency but I also work in conjunction with PR professionals on the social media programs I am involved in.

I agree with Carla and Yvonne, I use social media to connect with my customers and start a dialogue.

By: David Bradfield

David Bradfield — Wed, 13 Feb 2008 15:57:30 +0000

Can anyone really "offer" social media? It's not something that can be "owned" by PR, marketing or advertising. n nSocial media is all about conversation and community. If you're part of the community and can contribute to the conversation in a valued, authentic and transparent fashion, then you're entitled to be part of the social media universe. n nI moved from Toronto to New York in 2006 to head up the digital team at one of the largest international communications agencies. I would say that 90% of what we do plays in the social media-scape. With that said, there are just as many PR professionals (everywhere) as there are advertising folks that don't have any interest in wanting to understand or navigate social media. That's their loss. It is so real and so gratifying to be part of a community that looks to you for insight and connections. n nCollin sparked a thought for me with his comment above. The research and insights that advertisers use to segment and target the audience are useful but not always practical in the fluid flow of social media. Unless you're willing to immerse yourself in this new world, it may not be for you. n nThe art of influence is evolving. Respect is one of the most important elements of success: n n- Respect the individual n- Respect the community n- Respect other opinions n- Respect modesty n- Respect brevity n nEnough of my rant. So much for brevity. No disrespect intended.

By: simonconlin

simonconlin — Tue, 12 Feb 2008 20:41:25 +0000

I might be very unpopular for saying this but the truth hurts and the answer really…is NEITHER !! n nOne analogy would be … nlets say social media is a meal nthe experience is like eating at a fancy expensive restaurant n n nwould you get the Maître D, Waiter/Waitress, Manager/Supervisor to cook your food? No!??? nhowever nshe/he's always eager to please you anyway he can with service nanything for bigger tip, make you feel respected and important n n nSo would you leave it to the enigmatic sommelier / bar manager?? nhowever nhe/she can cook with a big smile + a friendly joke nand tell everyone about it nput a nice positive spin on things, cheer you up n nand how about the executive chef!? nsomeone experienced who trained for years and lives and breathes anything culinary …no matter what the flavour of the month is nthey can mix flavours on the fly to suit taste n n non the whole everyone can play a role to make an experience better but if its not handled in the preparation stages by an expert or someone with "tastebuds" n nthen you risk having a meal sent back for being cold or overdone n n nTrue successful online digital social media should be handled by a veteran digital team (in house or hired) who understand like no other what true successful online digital social media should taste /look /smell /feel /sound like n n nThe Digital world turns fast so don't blink ….ask the music industry….the got served …medium rare to pink

By: Phil Barrett

Phil Barrett — Tue, 12 Feb 2008 09:45:24 +0000

Speaking as a marketer, social media to me is just another channel to reach, influence, and engage a customer or potential customer.

It’s not all about the media budget – it’s about getting to know your customers and speaking to them where they like to be spoken to…whether that be facebook, youtube, or whatever.

We have a social media practice within the context of our mobile & Interactive group. We have found some creative ways to engage customers beyond what traditional digital media offered.

By: Yvonne van Dinther

Yvonne van Dinther — Tue, 12 Feb 2008 01:25:56 +0000

This space is truly where all of the skills of the various communications disciplines converge — advertising, pr, direct, interactive and design — and can be leveraged. While the landscape may have changed, the foundational truths hold when engaging with consumers.

I agree with Carla. It’s another tool to connect with the public and isn’t the domain of any one discipline. Each has strengths to bring to bear on it.

By: Chris Brogan...

Chris Brogan... — Mon, 11 Feb 2008 22:39:20 +0000

I think it’s been said here very well by the other comments. I think that PR has the easier fit into using social media and social networks.

But what about things like podcasting as advertising? For example, the podtech.net model: that’s advertising dollars, I believe (don’t quote me on that), and I think the model makes sense. Spend money driving awareness that’s targeted towards follow up and action.

I’m neither a marketer nor an advertiser. Does what I say make sense? Should advertisers spend on podcasts?

–Chris…

By: Kelly Rusk

Kelly Rusk — Mon, 11 Feb 2008 17:31:39 +0000

I agree with Collin — my first instinct would be PR rather than advertising, though given that’s my field + I’m into social media, I may be bias. Though I’ll take it one step further on this point:

“They fall down however, in brand development and understanding of the consumer needs. ”

I’d say the best solution is companies hire in-house PR resources to manage social media. (Again, that’s what I do so it may just be me)