QUESTION

Question:
1. Explain how mainstream and emerging social networking technologies could be use to enable the strategy and operations of the agency? (half page – 250 words)

2. Recommend a strategy for establishing reputation and gaining credibility online without having to open offices around the world? (half page – 250 words)
SOLUTION

The power of mainstream as well as emerging social networking technologies is immense and the prime benefit which has been attached to social media is Global reach and it is being supported by Harvard Business Review  Analytics Services too which while conducting a survey of2100 organisations found that 79% are currently using social media channels.

Many big businesses have started realising that online advertising agencies can prove to be major allies if they want to take the opportunities of advertising which are available on the web. The advertising Agencies as per the recent trend can go completely online and can make use of the online channels for advertising for their clients by simply building advertising strategies which are mainly focussed on Web. They can create advertising campaigns and ads which will feature on the banners, search engine results pages, online classifieds, email marketing, social networking sites and advertising networks.

The agencies can harness the power of latest social networking technologies or the mainstream ones to get a cutting edge over the traditional advertising medium which is much more costly and time taking. An interactive ad agency will inculcate the mainstream as well the latest social networking technologies to create branding and advertising campaigns which are not just restricted to Facebook and Twitter but they also cover the social multimedia platforms, which includes mobile technology , television and internet as well (Online Advertising Agencies, 2012). Thus few benefits attached with using social networking technologies by an ad agency are:

• It teaches ad agencies to do new business by leading to prospective client engagement with values and benefits.
• Acts as best branding tool for ad agencies.
• Professional and personal enrichment, thus giving competitive edge.
• Acts as central hub for all marketing and advertising needs.
• Gives  powerful and appealing brand positioning
• Extends the agencies’ market manifolds (Gass, 2010).

2. Recommend a strategy for establishing reputation and gaining credibility online without having to open offices around the world?

Although it is a very challenging task to earn reputation and gain online credibility without opening offices around the world, but it becomes much easier with the help of online reputation management. Online reputation management approach is a strategic and comprehensive approach which helps in developing and maintaining the reputation and credibility of any organisation (Juliajan45, 2012). Online reputation building strategy along with effectual search engine Optimisation (SEO) can be followed as the best strategy to gain credibility. Few steps which can be followed are:

• The design –look of the website should be attractive and secondly the information design and structure of the online webpage or blog should be interactive to establish online credibility (Metzger and Flanagin, 2008).
• Improve the SERP rankings so that your organisation lands on first page.
• Try creating and promoting more of sister websites or micro-site it will help on countering the negative feedbacks too.
• Try removing the negative feedback links if possible.
• Try to create a blog which is information rich as it attracts more customers. The blog should be very engaging and try to develop an online presence using social Medias.
• A PR agency can also be hired which can garner constructive hits which will appear online.
• Seeing believes, and pictures create great impact, so clear images which portray your products or services in the best form should be displayed.
• Take help of case studies to prove the value of your company to the clients and genuine results will attract more genuine clients too. Case studies clubbed with client testimonials are an ultimate pitch for any business to establish credibility and reputation (Glass, n.d.).

Bibliography

Gass, M. (2010) Top 10 Benefits of Social Media for Ad Agency New Business, 22 April, [Online], Available: http://fuelingnewbusiness.com/2010/04/22/top-10-benefits-of-social-media-for-ad-agency-new-business/ [22 APril 2012].

Glass, S. Prove It, [Online], Available: http://www.toiletpaperentrepreneur.com/getting-clients/how-to-build-credibility-online/ [17 April 2012].

Juliajan45 (2012) Online Repute Organization: Numerous Approaches, 27 January, [Online], Available: http://webupon.com/marketing/online-repute-organization-numerous-approaches/ [17 April 2012].

Metzger, M.J. and Flanagin, A.J. (2008) Digital Media, Youth, and Credibility, Massachusetts: MIT Press.

Online Advertising Agencies (2012), [Online], Available: http://www.business.com/sales-and-marketing/online-advertising-agencies/ [17 April 2012].

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