Please Hold, Our CEO Is Updating Her Spacebook Page

Tim Brunelle is calling for executive-level participants in this Participation Age thingamajiggy.

It’s not enough to trot out the resident one or two social media experts inside the agency, and have a pleasant forced laugh around how “the kids” in your agency are “participating.” I truly believe the CEO, President, Chairman, CFO, CCO, ECD, Head of Planning, Head of Media, Head of Production, Head of HR — the people running the agency — absolutely need to be participating themselves; so when they speak about social media, they speak from personal experience. You wouldn’t accept anything less from an agency when they’re discussing TV, print and radio. (“Hey, I’ve never created or been involved with producing a TV spot myself, but some of our juniors have, so you can really trust me as we discuss this new TV campaign…”)

I agree, but I can’t quite envision a scenario whereby these busy department heads regularly set aside the hours necessary to become socially active online.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. David,
    My thinking is, if GM Chairman Bob Lutz can carve out time in his schedule to blog, so can any ad agency leader. Question is, can they find something compelling to say?
    Thanks for the link!
    Tim

  2. When a CEO or CMO blogs, it makes sense to them in a broadcast sense. Or maybe a soapbox sense. But true and deep interaction in social media is completely different. I know when I talked to my own CEO about LinkedIn, he said, “Why would I want to give my contacts away?” I think that’s a commonly held perception among top level execs. They see it as having lots to lose, with little to gain.