With social media, marketing has become more of a pull medium than a push — the audience is active and engaged, transforming marketing into a two-way street. It’s been a curveball for the industry, and agencies have had to restructure and rethink their approach to media to account for the impact of social media.
The goal of the modern agency is to connect the dots and integrate all media for maximum results. Of the three buckets, the holy grail is earned media. Earned media can be most easily described as the result of paid and media.
The important thing to remember is that social media is not a vertical, like advertising or PR — “It’s a horizontal layer that wants to touch every part of your business, from customer service to customer acquisition to customer retention,