Executive Summary (This is a document excerpt)

Social marketing is a hot topic in the world today, and many interactive marketers have inherited this responsibility on top of existing roles. And while marketers often rely on their agencies for many aspects of their business, the role of agencies with social media is still unclear. Yet agencies can bring several benefits to marketers when developing and executing their social media strategies. In choosing an agency specifically for social media, interactive marketers should first get their own houses in order, determine whether they need an agency specifically for social, and, if so, look for agencies with verifiable social media experience that practice what they preach.

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