NZ Advertising Agencies don't get #Socialmedia

At this moment I'm unconvinced that large Advertising Agencies in New Zealand actually GET social media.

From what I have heard and seen from large Agencies they are typically over complicating everything so much that I'm sure they're scaring companies off.

I think Agencies like to deconstruct every possible element in the process just so they can re-construct it in Agency speak, thus creating lots of work for Agency Staff and more billable hours to get that work done for the client.

Agencies like formulas and systems, stuff they can measure against. But the problem with that is its really bloody hard to follow systems for the creation of a trusting relationship. 

You know when you meet someone for the first time, you don't sit back and think to yourself "Ok on Tuesday it will be the right time in the relationship timeline to send out X message and then in two weeks time I'll say X and I'll introduce her to my parents on X date". And "I wont talk to her more than 3 times this week".

Relationships are fluid, dynamic, sometimes frustrating things that just cant be automated, scheduled or planned. It takes time to work on building common ground, trust and mutual respect, time that must be spent in conversations actually getting to know that person or audience.

I want someone to explain to me why you would include in your SM strategy a guideline of how many status updates you're allowed to make each week. Setting a rule at 2-3 status updates in a week is A. holding your campaign back and B. just an odd idea in the context of relationship building.

I mean of course you don't want to over do anything, your updates must be fluid, interesting and engaging, if they are not, perhaps thats a reason to limit yourself...

Instead of worrying about how to get more followers why not focus on research and understanding relationship development, trust trigger points, the book "How to win friends and influence people" comes to mind.

Half the time if think SM marketing is about understanding what you want your customers and fans to do and then creating a program to guide them down that path.

The more systems, policies and schedules you put in the way of a positive, rewarding relationship the less enduring your campaign will be. After all this isn't a 6 month program, this is a 10 year plan and then some.

Perhaps if these Agencies spent less time over analysing and over complicating and more time actually using Twitter and Facebook and engaging with their audiences they might begin to understand that "Social Media is just People Talking to People"

Engage, Educate, Entertain, Entice

Am I wrong? Am I right? What do you think?