But here’s the thing: Increasingly, brands are bringing social marketing in-house. The era of the social media Agency of Record is ending. So brands don’t really care if their social media management tools cut out the agency. They just want to be told what to say. It’s become a bit of a conundrum for brands that have spent the last few years amassing an audience in the form of followers and “likes.” Now what do they say?
You can’t be authentic by proxy, and you can’t be social if you outsource it to an agency. Agencies have a role to play, but “pretend to be the brand” isn’t it.