The answer is, â€œyes. All of the above.â€
Thatâ€™s my sense from listening to Joe Marcheseâ€™s â€œSocial Scrambleâ€ 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.
â€œThe responsibility is starting to fall everywhere,â€ Schafer said.
If thatâ€™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.
â€œWe are an agency of record for a set of publishers, which is an interesting distinction,â€ Battelle said.