The answer is, “yes. All of the above.â€
That’s my sense from listening to Joe Marchese’s “Social Scramble†panel at OMMA Global.
A social media agency could be a big, traditional shop, said panelist and Deep Focus chief Ian Schafer, or it could be a specialty shop like Deep Focus.
“The responsibility is starting to fall everywhere,†Schafer said.
If that’s not confusing enough, Federated Media chief John Battelle said his company also is like a social media agency â€" but for publishers, not advertisers.
“We are an agency of record for a set of publishers, which is an interesting distinction,†Battelle said.