There is no doubt that we see an anti-social-media bias in research from traditional advertising organizations. A great example is a recent report from Epsilon saying with a headline to the effect that “55% of CMO’s aren’t using social networks.” Of course, the actual data said that 35% ARE using social networks, along with forums (52%) and blogs (37%). In my book, 35% of CMOs using a social networks is a major number, and big news.
My take: It’s plain old-fashioned scare tactics by traditional vendors trying to defend their turf against a new competitor. AdWeek, this publication, and tons of blogs picked up the negative headline verbatim. Folks, if we learned one thing from this elections, it’s that negative campaign tactics don’t work. Advice: Read the research, not the headline.
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Ya know, Andy,20-25 years ago, when I marketed cable tv network advertising, there was intense pushback from agency media directors, who were convinced the Big 3 (where have we heard this recently?) broadcast networks were the only game in town.
Of course they were informed by sales reps from those very broadcasters.
The status quo has always spent too many resources circling their wagons, making sure the crocodiles in the moat surrounding their fortress were well-fed…with heretics!
Keep feeding them Heretics! Change is painful even when things are going well. Unfortunately, most people in charge of a companies growth are incentivized annually and see no immediate relevance of Social Media to them meeting their growth targets in 6, 9, or 12 months. I think the Motrin event is a good case study to make them open their eyes!Great Points Andy; CMO’s you have been put on notice!