Every day, an agency uploads a presentation to Slideshare, or releases a gated whitepaper, or blogs and tweets about social media best practices. But is it all talk?
To find the answer, one needn’t look much further than some of the biggest awards in the industry. Sure, many of them have added social media categories, but that will not suffice; awards administrators need to find more appropriate criteria on which to judge a social media execution.
For one thing, the categories are still campaign-based, even though we talk about maintaining ongoing, sustainable conversations on our branded channels. Another observation is that many awards don’t acknowledge partnerships between agencies – it takes a village, after all. Finally, there’s the question of effectiveness: what metrics of success are the judges basing the entries on?
Looks like we still have a ways to go.
This post continues our series of posts from our “140 Club,” delivering social media insights in a bite-sized 140 words (or less)! Let us know what you think in the comments below.