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Really great article. I run into a similar situation often when I'm pitching prospects. Another big signal that its time to change is that you don't regularly get analytics reports from your agency. Often, prospects aren't getting ANY reports or the reports contain metrics that don't matter much, such as # of Facebook Fans.
And, the agency shouldn't just give you number, there should be some overview as to what the numbers mean and some recommendations for tweaking the program based on the analysis. That's what distinguishes social media intelligence from simple analytics, in my book (literally, LOL).
Posts like yours help. In many SMEs, folks don't really know what they SHOULD be getting from their digital agency. They don't know what questions to ask or how to evaluate different proposals. And, this can cost them millions. I recently pitched a prospect who estimated his prior agency cost him $1.5 million in lost revenue when their advice pissed off customers.
Hausman and Associates, LLC
I read the report yesterday (and blogged about its at http://hausmanmarketresearch.org/social-media-marketing-challenges.
A couple of things really shocked me about the report. Like you, I thought businesses were overlooking mobile and how few resources are dedicating to social media, especially since I suspect these same firms are spending 10-100 times aas much for traditional media with limited ROI. Half the respondents didn't spend anything on social media -- just dedicating a couple of people to the effort.
Was anyone else surprised by elements of the report.