• by Erik Sass , Staff Writer @eriksass1, March 17, 2010

A perpetual anxiety of media agency employees is that technology will somehow make them obsolete. It hasn’t happened yet and isn’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 “asking agencies, ‘fish for me,’ to ‘teach me how to fish,’� 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.