Everyone is a social media expert
Everyone can tell you how to 'leverage the power of Twitter for business'
Every agency offers digital marketing services
Yet
Most clients still seem confused
Very few agencies are able to talk about campaigns they've actually delivered (rather than just clients we've worked with)
There's a lot of repetition of ideas that are presented as original thinking
This week I was privy to an astounding project where a client was about to spend a six figure sum on a social media project that had no clear objectives, no solid research behind it and was generally a complete bag of washing. I'm obviously naive – I thought the industry had moved on. Obviously there's a long way to go.