One of the most frequent comments from search agency bosses in the recent NMA league table of the UK’s top search firms was the importance of social media to search.
The following is a representative quote: “the biggest growth opportunities are in increasing the effectiveness of search by integrating it with areas such as display and social media.”
So are the bosses of these search firms walking the walk, as well as talking the talk when it comes to social media?
On the whole, it would appear the answer is no.
To try and work out just how social the bosses of the UK’s top search firms are, I created a PeerIndex list of the MDs of the top 45 firms as per the NMA league table.
As the observant among you will notice, there aren’t 45 names in this list. This was because I wasn’t able to find a Twitter handle for all of them. This suggests they haven’t got one or they aren’t making it easy to find their Twitter profile (*).
As can be seen by the PeerIndex list, the bosses of the UK’s top search firms don’t appear to be that active in social media.
Of course, I’m fully aware of the argument that bosses shouldn’t be wasting their time Tweeting and Facebooking 24/7 – they have far more important things to do like running their businesses. However, given that the top search firms seem to have a consensus about the importance of social media to their clients, you might think that there might be more of an effort to “lead from the front”.
On another point, I will spare the blushes of the search agency MD who “protects” his Tweets.
As I said earlier, I don’t think anyone is disputing that search and social media need to work hand in hand. And from the PR perspective, if the PR sector wants to “own” social media, perhaps it could lend a hand in helping the bosses of search firms get more immersed in the environment. And perhaps creating powerful intergrated offerings that will deliver more effective, high value and more profitable services for clients?
Agree? Disagree? Have your say below.
(*) I’ll happily add in any search agency boss I’ve missed off if they want to supply their Twitter handle to me