I guess, for the first time in many years, I feel sorry for agencies bigger than us. They have more to lose so they have more to be afraid of.

My agency has been privileged to work with many companies that have smaller marketing budgets. I never thought I would look at it that way, but in the long run, it’s been the best thing for us. We’ve learned how to squeeze every last drop of marketing lemonade out of lemons. And, when relatively cost-free social media came along requiring transparency and full disclosure, it was nirvana for us. We embraced it quickly, learning when and where it fit in our client’s media mix.

So here’s the litmus test. Will you make enough money by being helpful? Because that’s the core of social media marketing. And can you market your product or business with full transparency? Are you willing to expose your imperfections in return for consumer trust? Don’t think every company will say yes. We’ve had plenty of clients who have had to admit no, they can’t.

The most important question is not about media expenditure comparisons and mathematical equations ending in GRP’s. It’s about a company’s ability to be fully transparent, honestly helpful, and interested enough in their customers that they will always put them first. (aka Zappos).

If you can say yes to all of the above, you’re most likely able to switch over to social media. Sound ridiculous? I dont think so.