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themediaisdying
Chronicling changes in the media industry since 2008. Email tips to mediaisdying@gmail.com *** Created by @paul__armstrong ***

10 Things You Need To Know About Social Media (But Don’t Get Told)

Over the past year I’ve interviewed more than 50 senior executives for the book I am writing. Across the board, social media and social technologies remain a core area that execs tell me they don’t quite have the full picture on. Around 40% aren’t sure their execs are applying the correct level of strategic insight to the field although a more worrying amount of execs I spoke to (more than 50%) believe they can’t trust their agencies to give them the full story when it comes to social technologies. Statistics like these should remind us all that clear communication is the key to stable retainers and that investing in knowledge is a core part of anyone’s strategy. Here are ten areas that agencies may not give the plain or brutal truth about social technology:

1) Paying influencers is rarely worth it

Whether it’s YouTube superusers, Instagram celebrities or bloggers, paying for With the price of ‘influence’ rising on a monthly basis it seems, the argument for paying influencers rages on. Costs for campaigns I have worked on ranging from access to events to six figures deals with tighter contracts than some mortgage applications. As always it remains imperative to understand the platform and point of view from both parties along with the value each side wants — if it’s simply to extend reach expect to pay bigger bucks but building a long-standing relationship that is based on access takes time and effort. At the end of the day if they are paid to hit post, don’t expect them to care about you or the work. Perhaps working with one deeply is better than working with four shallowly?

[FULL ARTICLE]