Which PR Agencies “Get” Social Media?

Does my PR agency “get” social media? Is social media strategy even what I want? Will it move the needle? These are just but a few of the many questions asked by companies looking to hire a social media savvy agency.

A report released today by ZDNet social media blogger Jennifer Leggio shines some light on the topic. Jennifer’s survey received 642 responses, almost 60% of which hold the title of CMO, VP Marketing or internal PR Director. Here are some of the findings:

55% of respondents “agree” or “strongly agree” that their agency communications are informative or timely.

38% of respondents “agree” or “strongly agree” that their agency followed through on delivering what was promised in the new business pitch

22% of respondents “agree” or “strongly agree” that their agency understands how PR needs to fuel entire business strategy, not just news coverage

78% of respondents beleive it is “extremely important” their agency understands social media strategy

Only 20% of respondents “agree” or “strongly agree” that their agency recommends social media strategy besides tools (i.e. Twitter, Facebook) to support business endeavors

According to Jennifer’s research, “Of all the 106 agencies named in the survey, a small portion were named multiple times (many respondents did not name their agencies). The top 10 named agencies include BluePoint Venture Marketing, CloudSpark, Connect2 Communications, Horn Group (disclosure: I am employed by Horn Group), Lois Paul & Partners, PAN Communications, Porter Novelli, SHIFT Communications, Tool Guy PR, Zag Communications and OutCast Communications.”

Two agencies that consistently fell into the “needs improvement” category include Waggener Edstrom and Edelman.

Jennifer’s research certainly highlights “tech” agencies, given ZDNet’s audience. Nonetheless, we find the results to be quite intriguing. Read the full report here.