No one discipline 'owns' the broad world of social media marketing and communications. Trying to force that to be so is a waste of time and misses the real point of this tansformational expertise. So instead of trying to figure out which agency directory to shop in - PR, Ad, Direct, etc... - look for the experts doing the best work and with the best approach. Chances are you will find great partners and never really know which discipline they originally came from.
Digital Influence Mapping Project: 5 Tips for Finding the Best Social Media Marketing Experts.
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