The changing role of agenies in social media planning
A perpetual anxiety of media agency employees is that technology will somehow make them obsolete. It hasnâ€™t happened yet and isnâ€™t likely to, according to the panelists discussing social media and media buying and planning at OMMA Global on Wednesday morning -- however, what it always happening is change, which means their brief is always evolving. With social media moving from the first, exploratory phase to long-term strategies, Ekaterina Walter, a strategist for Intel, said clients are moving beyond â€œasking agencies, â€˜fish for me,â€™ to â€˜teach me how to fish,â€™â€� meaning they want to have more direct control over their social media presence. But agencies will still play a key role in identifying innovative new approaches, outlining key goals, and coordinating social media with the larger media plan.