What Agency Should Own Social Media?

As social media becomes a more integral part of many company’s operations, there’s a battle being waged behind the scenes pitting public relations, digital and advertising agencies against each.

The prize they’re pursuing is the mandate to help companies create strategic and tactical social media plans and campaigns. The winner gets to play a key role, while the losers will be forced to play minor supporting roles. This battle is particularly interesting because for decades the three agencies happily co-existed within their own orbs. There was was cross-over but, in reality, there was little competition.

Social media, however, has changed the landscape. Rather than the three agencies having a gentile lunch, they have suddenly found themselves in the middle of a mixed martial arts contest for the big chunk of the social media pie.

The question is which agency is best suited to lead social media?

Is it PR agencies who know how to tell stories but, traditionally, have not done created or developed Web sites, widgets or applications? Is it ad agencies that put together great creative ideas for campaigns but have little experience with having conversations with consumers? Or it digital agencies, who can build great widgets but aren’t story tellers?

What makes the battle increasingly intriguing is how each kind of agency is beefing up their capabilities to transform themselves from one-trick ponies. PR agencies are adding creative and digital talent through hiring or acquisitions. Ad agencies are getting stronger when it comes to social media strategy and tactics, while digital agencies are building out their strategic and tactical operations.

At the same time, a growing number of companies are looking for one-stop social media shopping or, at least, they want one agency to take the lead, and then manage the other agencies in the ecosystem. By and large, companies are not looking to have multiple players at the table.

My take is that PR agencies are probably the best-suited to take the lead role in many situations. This is based on the beilef that PR agencies are story tellers, which is a crucial part of making social media thrive. Regardless of the service or platform being used, compelling stories have to be at the heart of any social media program.

PR agencies also have lots of experience in building relationships and communities. They are experienced in outreach and providing strategic and tactical counsel while listening and monitoring conversations happening about clients and the markets their clients operate in. And PR agencies have creative capabilities that involve putting together events, promotions and communications campaigns.

For many companies, having a PR agency take the social media lead makes a lot of sense, particularly if the PR agency has digital capabilities in-hour or through a trusted network of suppliers. It provides one-stop shopping.

This isn’t to suggest there aren’t advertising and digital agencies doing great work within social media, or that they won’t be picked to lead social media programs. But at the end of the day, PR agencies seem a more natural choice.

For more perspective on the roles that different agencies are playing within the social media landscape, check out this AdAge column.

Disclosure: I have a strategic relationship to provide social media strategic services to Media Profile, a PR agency.