One note I wanted to make regarding the conversation above. I don’t think there’s anything wrong with agencies being involved in social media execution in many cases, but the problem is when they are involved in the tactical execution but none of the strategy–to Amber’s point, when an agency helps craft a branding message, a new initiative–when it’s involved deeply at the strategy level–partnering on execution is just an extension of that work. However, outsourcing a brand’s communication wholly and/or handing over just the tactics to an agency is ill-advised.