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The writer’s strike is forshadowing an agency battle

December 3, 2007

Agencies have to deal with an essential truth. Social Networking, or sharing on the internet isn’t going away.

How can they incorporate new tools like Social Networking, or social bookmarking into their marketing plans?

Should they even try? That’s a valid question. However, for the purposes of this post, lets assume that the answer is yes, they want to bring it into the marketing plan.

Their next question ill be: will they get adequately compensated?

The hollywood writers are on strike right now because of a disagreement about compensation online using so-called new media.

The perfect site to understand this is the one for the Daily Show with Jon Stewart. In grabbing the link to the Daily Show, one can’t help but notice the ads on the site. Corona beer and AT&T. Additionally, the Daily Show Classic moments are sponsored by AT&T.

But that’s not the part that is most interesting. What is most interesting is that the Daily show has set up the site to make it really easy to share content. They have links to social media giants like Digg, Facebook, and deli.icio.us. They offer the code to embed a clip into a blog.

This used to all happen courtesy of YouTube. People would post a clip on YouTube, and other people would link to it to share it. That made YouTube the conduit for sharing.

Now though, the Daily show site is that conduit. comedy Central (and their parent Viacom) are using social media to drive fans to their site. They are trying to be the place for fans of the show to come and be fans. indeed, they even have a Join Our Community button on the site.

The title of the post is the writer’s strike. And without taking any sides, the Daily show’s website is the perfect illustration of what’s at stake. The writers want more compensation for content they create when we watch it online. The Studios are telling the writers that they have no business model and thus can’t figure out the correct compensation.

This is relevant to agencies because they need to figure it out. Agencies can’t afford to have their clients disagree  about compensation in new media.

They can’t afford to go on strike with their  clients about compensation.

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