I saw this in AdAge this week and thought it was one of the best items I’ve seen recently on the right role for social marketing.  The POV is especially interesting (and impressive) given that the author is part of an agency with a robust social/digital offering.

He highlights both the strengths of social marketing in creating consumer relationships, but also the weakness of relying exclusively upon it as the only tool to build awareness and identity.  

Finding and using the right marketing tool for each client’s unique needs is one of the most challenging tasks facing agencies today.  

Check out the article for yourself at AdAge.com