One of the things I (sometimes) miss from my agency days is writing case histories. It was getting tough to spin the problem/solution/results formula after several years, but it gave me first-hand access to my clients’ customers. That access always made it easier to find an interesting angle to the story.
In a recent post at the other blog, I noted that the toys are fun, but social media is more about conversations than technology.
We have to move from being broadcasters, pushing out carefully scripted messages, to being brokers. This means participating more directly than we’re used to, in plain view of our clients’ customers and giving up control of the messages.
Not everyone, or every client, can handle that.