While speaking at the Hispanic PR and Social Media Conference in Dallas, TX last month, I heard a lot of discussion around the question of what type of agency “owns” social media. With the conference heavily dominated by PR firms, a lot of opinions were on the side of PR agencies being the most equipped and prepared to handle social media for their clients.

During a panel discussion I made the point that social media transcends marketing for most organizations, and is (or will be) an integral part of most organizations’ operations and core business strategy. I gave the example of the Federal government, where I am seeing management consulting firms like Booz Allen Hamilton (BAH) taking the lead, not marketing or advertising firms. In fact, I would argue that consulting firms like BAH are in the best position to address social media and how to best harness it.

The weakness consulting firms have is that they do not have “in the trenches” experience developing and managing earned media programs – which is at the heart of any effect social media program.

PR and traditional agencies lack the technical chops to really handle the “implementation” and technical production (think social apps, etc.) side of social media. At least traditional ad agencies understand and are capable of developing the big ideas that should be the foundation of any great social media program.

The knock on digital agencies is that they get too caught up on the technology and production side, and can’t see the forest for the trees…

Bottom line is that no one can effectively lay claim to social media, except maybe savvy companies like BestBuy and jetBlue that are doing just fine without a lot of outside consultants…