With the spread of so-called "Social Media Experts", who are practically superior to phone users, many of the marketing profession are wondering whether it makes sense for companies to use social media agencies.
For companies unsure of the benefits of SM, a safe option for an SM campaign might be partnering with a traditional advertising or marketing agency instead of launching social media. After all, many advertising and social media firms in Dublin tend to have at least one internal SM position.
But if you play where it's safe, business isn't going anywhere. Just posting tweets and links on Facebook about company website content won't get the company in a million followers or likes to get interested. It won't even help companies become aware of their content. There's nothing "social" about this tactic, not even that different from advertising; one-way communication from the organization to the consumer.
Social media agency brings results
Many entrepreneurs love the results they get from social media agencies. A February 2011 report by the Altimeter Group found that 59% of businesses use a boutique social media agency, compared to 35% who use a traditional social business agency.
In other words, we can count on the continued presence and growth of social media agencies. Authentic agencies with people claiming to be experts were eventually eliminated, as they should have been, while more stars were targeted for bigger agencies.