Social media's benefit to agencies is in the intangibles

Deals between agencies and social media platforms are increasing, but many fail to spell out an actual benefit for the agencies, write Cotton Delo and Tim Peterson. The deals boost the credibility of services such as Twitter and Instagram, while agencies have the less tangible benefits of appearing more "innovative" and working in a collaborative space. "There are a lot of kind-of-empty announcements [coming] out of the marketplace," said John McCarus, senior vice president at DigitasLBi.

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