Closing the divide between social and media

Social community management and paid media campaign management are often treated as two separate entities. Many clients use different agencies for each; a social agency to manage their communities and to develop social content plans, and then a media agency to plan and buy digital media.
Some clients make use of full service digital agencies that offer both services under one roof, although these offerings are often treated as two very different services from different departments. While this approach has been acceptable thus far, the need for closer integration between these two disciplines has never been more apparent than it is at the moment.

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