Should companies run their own social campaigns?

03/30/2010 | Conversation Agent

When it comes to social media, companies often feel the need to decide between in-house social strategies and outsourced agency-led campaigns. In fact, writes Valeria Maltoni, what's needed is a mix: agencies can bring vital skills and industry intelligence, especially early on, but to succeed in the social arena, companies need to have a clear sense of their own vision and values. "An agency cannot decide who you want to be when you grow up as a brand," Maltoni notes.

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