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.