I disagree about hiring a social media specialist in your ’Gambling on the future…’ article. Brands and marketing departments doing their own social media tend to end up talking about just themselves all the time. If you are asking people to like you or follow you, they need to get something in return, not just a load of messages about the brand.
There seems to be a fallacy that you have to work in a company to understand a brand. But a good social media agency person will get under the skin of a brand as much as an employee. What we also bring is perspective – what is interesting engaging, valuable, informative… and create content creatively.
It has become a convention, that social media is better done in house. People used to think that about advertising – resulting in some pretty bad ads.