Moral of the story: Make sure you know which account you are logged into!
This story illustrates some of the issues related to managing social media presence across an enterprise. Multiple people sharing accounts, unclear approval processes and lack of tools to manage the process…Collectively, these create the conditions that make it so easy to make this mistake.
A staffer is now out of work and an agency loses a major account. What a shame. Isn’t it time for agencies and brands to get serious about implementing tools to control social media access, manage traffic and optimize their efforts? Here’s the sad story.
Here’s an updated version of Terence Kawaja’s (of LUMA Partners) excellent ad tech ecosystem map on Adexchanger.com. Don’t miss the funny mock interview with Sir Martin.
I was struck by the truth of these quotes from the recent Future of Advertising article in Fast Company (A great read).
This was exactly my experience while working within one of those holding companies. I rarely saw a digital media agency invite all of the specialists in the group to the table unless it was mandated by the senior management at holding company level.
“I spoke to a high-level CMO the other day,” says Profero’s Reitkopf. “She said, ‘I work with a holding company’s promotions company, its social-marketing company, its response-marketing company. Every time we’re in the room together, it’s fine, but the minute I walk out to get a cup of coffee, someone will follow me and tell me they can do what the other agencies do for cheaper.” Adds Harley CMO Richer: “Agency networks supposedly combine all these experts together on your behalf, but it only really happens when the business is at risk of walking out the door. Before then, these creative entities are locked off in separate P&Ls. They’re not built to solve clients’ problems, they’re built to satisfy individual P&Ls.”