It’s Social, It Won’t Bite

John Bell, who heads up Ogilvy PR’s global 360° Digital Influence team, touches on the difficulty of selling social media plans to mainstream clients.

Many brands and businesses want to take advantage of social media – influencer outreach, activation of networks or communities and radical visibility – to fill out their marcom plan. They are not ready, or maybe even suitable for organizational change. They need to launch a product, boost sales this quarter, or demonstrate that they are innovative. We see this with many consumer package goods companies (CPGs). They are sales machines. Often their brand leadership is transitory at best. The brand managers move from brand to brand within the organization as they conquer challenges.

Bell advocates experimentation, but notes that a less-committed approach, can lead to shortcuts and shortcuts can lead to program “underperformance” and a perceived sense of failure.



About David Burn

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. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.