A recent post at iMedia Connection questions whether the proliferation of social media agencies is a farce, and whether “specialists” in social media are even necessary. The author points out that when faxes became widespread that there were no “fax agencies.” We agree that social media needs to be part of a larger marketing effort and that the attempt to specialize in such a small niche can backfire.

At Trylon SMR we have long held that social media is part of the larger media landscape and needs to be addressed and included as part of any communications campaign. As the blog post points out, different people have varying definitions of what social media even is. Is it just Twitter, Facebook, LinkedIn, etc? Or is it how they affect SEO? Is it used for exposure or direct sales?

Maybe it’s best to create a relevant definition based upon the marketing goal at hand. By doing so, we are acknowledging that social media is part of a larger, more holistic marketing strategy. The goal defines the methods and media used to achieve it.

If this is the case then, it makes sense that a standalone social media agency is doomed. By confining the agency’s available marketing options to social media, any worthwhile PR or advertising goal will not be fully achieved.