• by Gavin O'Malley , Staff Writer @mp_gavin, August 22, 2013

In a market overrun with social technology vendors, how do agencies ultimately choose their partners? Case studies, case studies, case studies, according to Shabnum Mehra, Group Strategy Director/Social Lead at AKQA. “Case studies are the number one place we go -- it’s what really differentiates [vendors],” she told attendees at MediaPost’s Social Media Insider Summit, today. “Research is also really great,” she added. “Even if we don’t partner with them [at the time], they become top-of-mind… and then we usually end up using them.” Oh, “the leadership team is important, as well,” she added. “Financials, too.” Yes, financials! “Sometimes, [a vendor’s] pricing structure just doesn’t make any sense,” noted Ken Burbary, Chief Digital Officer, Lowe Campbell Ewald. “Having flexibility is really important,” he said, sitting on the same panel as Mehra. Yes! “A big client doesn’t always mean big money,” offered Mike La Rotonda, co-founder and CEO of Votigo. “Oftentimes, they’re just dipping their toes into the space.” Oh, and for all you vendors out there, don’t forget to pick up the darn phone! As La Rotonda added, response-times often determine partnerships. “How quickly do [vendors] pick up the phone?” It’s key!