Commentary

What's A Social Media Agency?

The answer is, “yes. All of the above.”

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.

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