"Shouldn't we know this already?"

I've been thinking some more about the TNS Media Intelligence/Cymfony poll of marketers that claims, "Agencies don't get (social media)." Here's two theories about why they don't get the space, and what can be done to fix the mess.

A few years ago I was working with a client to develop architecture for their new website. We had 23 clients in the room representing various business units. The technical strategist and I had outlined a series of questions to help focus everyone and figure out what really mattered in terms of content and navigation.

Our ad agency's account manager was worried. Why are we planning to ask so many questions? "Shouldn't we know this already?" The concern was, we're the ad agency, we're leading this project--we should know everything already and should be able to tell all these clients what we're going to build.

THEORY #1:  Ad agencies worry too much about their supposed reputations as thought leaders.

How on earth could a single creative guy (me) and a tech strategist possibly know more about this client's business than the assembled 23 clients? We'd be fools to think we knew it all. We had to admit what we didn't know and be humble enough to ask questions and to listen--before we tried to lead.

It's not an exact analogy, but agencies tend to put up a veneer of all-knowing even when they clearly don't know.

That's the current story with social media. Since ad agency leaders don't participate personally, they can't and won't speak authentically about the space. And clients smell it.

The solution here is simple enough: Participate. Learn by doing.

THEORY #2: Ad agencies think they're smarter than everyone else.

Arrogance has been woven into the fabric of every ad agency over the decades. Just look at how slowly ad agencies have adopted the digital space. It was only seven years ago that we won Best of Show at One Show Interactive for VW's turbonium.com and a fellow creative told me, "Well, you're just an interactive copywriter."

How hard can social media be, right? It's just stuff on a computer. Kids do it. Let's just whip together this PPT with a few Web 2.0 logos and some lingo, and we're experts.

If only it were so easy.

Business Week's piece "Social Media Will Change Your Business" (page 4) notes it took legendary blogger Steve Rubel over a year to figure out the blog space.   

The solution is an investment of time and energy. GM Chairman Bob Lutz carved out specific time in his calendar when he first started blogging. He didn't talk about what a great blogger he was. He made a commitment to learn. How about your agency?