By Jim Tobin
A couple of weeks, ago, Geoff Livingston wrote a post called “What Will You Do When Social Media Isn’t Special Anymore?” While I agree with part of his premise (that social media won’t remain the shiny new object forever), the other part (that traditional agencies will soak up the social media work) is simply wrong. Here’s why:
Historically, specialists stick around
Geoff argues that once the PR, advertising and interactive agencies figure this all out, they’ll take the work back. This should be true, but it never is.
- 1996: “Once advertising agencies figure out HTML, they’ll do all the web development. These interactive agencies will be absorbed.” Should’ve been true. Wasn’t.
- 2000: “Once the interactive agencies figure out the tricks of SEO, specialists in search engine optimization will go away.” Again, didn’t happen.