Social media has had a dramatic impact on the life of the agency business development executive over the last several years, particularly when it comes to prospecting, doing market research and gaining industry intelligence.
Whether it's zeroing in on marketing decision makers at companies on LinkedIn, or learning what's on the mind of that individual through his Twitter feed, we use social media on a daily basis to bolster new business. What I've learned most over the last year is that, along with many benefits, social media can actually work against your agency.
Let me share a few risks you might not be aware of -- as well as how you can capitalize on them.
Linking to your client prospect
When you link to a marketer, whether a prospect or current client, you are letting your LinkedIn colleagues know who you're talking to or working with. That's not necessarily bad. By monitoring LinkedIn, you can give your agency team a sense of the landscape and agencies you might be up against in a review.
It also has some downsides. Our agency was recently participating in an agency review and within the first day of talking to the prospect, who we were already linked to, a number of agency business development folks connected to the same contact. While the prospect wasn't revealing agency names of the other participants, we pretty much knew who we were up against.
Recommendation: Don't link to your pitch prospect until after a review. This not only keeps the review quiet, but it also doesn't give your agency competitors an opportunity to find potential weak spots in your armor.
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Whether it's zeroing in on marketing decision makers at companies on LinkedIn, or learning what's on the mind of that individual through his Twitter feed, we use social media on a daily basis to bolster new business. What I've learned most over the last year is that, along with many benefits, social media can actually work against your agency.
Let me share a few risks you might not be aware of -- as well as how you can capitalize on them.
Linking to your client prospect
When you link to a marketer, whether a prospect or current client, you are letting your LinkedIn colleagues know who you're talking to or working with. That's not necessarily bad. By monitoring LinkedIn, you can give your agency team a sense of the landscape and agencies you might be up against in a review.
It also has some downsides. Our agency was recently participating in an agency review and within the first day of talking to the prospect, who we were already linked to, a number of agency business development folks connected to the same contact. While the prospect wasn't revealing agency names of the other participants, we pretty much knew who we were up against.
Recommendation: Don't link to your pitch prospect until after a review. This not only keeps the review quiet, but it also doesn't give your agency competitors an opportunity to find potential weak spots in your armor.
Read More
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