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September 2008

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Steve Gershik

Thanks, Paul.

I'd also be careful about being the first client of a traditional PR agency's Web 2.0 practice. If they're doing work for other marketers, ask for references, call the clients, and ask them specifically how they know they are being well served by the agency.

Paul Roetzer

This is a good question. Unfortunately there are a number of PR firms that have jumped into social media consulting and services without really educating and training their own employees. So, as with SEO and Website development, it's very important to ask the right questions when considering a firm. The most important criteria is that they are actively engaged in social media themselves . . . and doing it well. Specifically evaluate their blog, how active they are in social networking, their comprehension of SEO and what they are doing as an agency to advance their social media knowledge and capabilities. No specific agencies to reference, but I hope that helps.

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  • Steve Gershik has been a VP of Marketing and demand generation leader for over 18 years. He frequently writes and speaks about marketing automation, brand management, demand generation and Internet marketing.

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