Dear social media agencies and dear manufacturers who commission such agencies,
this blog is my blog. If you want to use the reach of this blog or the function as a multiplication solution, then there are 2 approaches.
A solution comes from your world. From the time 1.0. One speaks of partnership and means: Performance against coal. Another solution is the basic idea of social media.
What is not possible, however, are stories that have just been relived.
A nice voice from an agency calls me on Friday and would like me to report on a marketing campaign by the manufacturer xy. And furthermore one is looking for an ambassador. He can then fly into the sun (wording) and should of course report extensively about it in his medium.
I said on the phone right away: "Gladly, sounds interesting and how is that remunerated?" The answer to my question was: "Should we pay you to fly in the sun?"
😉 At this point, dear agencies, you have to consider whether you should not break off such a conversation right away. Because it is bold to think, on the other side sits a blogger who for a few hours of sunshine (who actually guarantees the sun at the time of travel?) Lets go of all thoughts about refinancing his activity.
That brings me straight to the second point: If the agency commissioned by the manufacturer were a good social media agency, then I would already know my contact person - before he calls me. The German auto blogger scene is not too big and anyone who works as an agency in this environment should also live the first basic idea of social media: “networking”. But unfortunately you also failed there.
The nice voice on the other end of the phone line wanted to send me more information over the next few days. In the meantime, however, it had already been found that the same request with the same arguments had already been made to some of the Auto blogger Colleagues also open. Oh dear. (Can you be so naive as to think that bloggers with the same topics are not networked and do not talk through agencies?)
It became more and more clear which amateurs were at work.
In order not to make my renewed request for the expense allowance sound too cheeky, I also suggested a few ideas for marketing and storytelling around the product to be advertised.
This morning the answer came that only made me shake my head. In short, you thank me for my interest and blabally. Presumably there is now a “blogger” who can be harnessed to the cart by this agency and who makes the blogosphere happy with the event for a few stressful days of travel.
How dumb can someone be?
So again: 2 ways.
Either I write about something because I love it - or because I get paid to report it. The hint that AutoBild reports on your campaign, but that you would also like to include the blogosphere - is rather suboptimal. I'll also give you a tip why: Auto Bild won't bring the story out of charity. Never. Everyone understands that.
How bold is it to ask for this in communication with “third parties”?
There are other ways of reporting free of charge. Through recognition. Respect. Knowledge transfer. Fairness. Relationships. Friendships and dialogue on an equal footing. Definitely not for a flight in the sun ... though. This can succeed in the short term. With individuals. Sustainable communication concepts based on social media are something completely different and I am not available for free butter trips with the compulsion to report about them.
Say dear social media agencies, you don't understand social media - or do I?