I've been giving a lot of thought to what an agency should do for a client in social media, and what they shouldn't do. Here's what it comes down to for me: an Agency should make good recommendations, and help a client in making those recommendations materialize. 

If that sounds like a bit of a cop-out, that's because it is, and it's wholly subject to interpretation. (But so is the whole scape of client service platitudes) We want to do cool shit, and we want it to work so we get to do some more cool shit next quarter, and next quarter, and next quarter - and so on until we're all thought of as geniuses and our clients become iconic brands who own things like the color white, or reflections. 

So back to the point, where do we draw the line on what we should do for our clients? I find an answer in my preferences as a content consumer: I want to know the real story. The value for me is in getting past the marketing and the shine to find a little glimpse into the behind-the-scenes action of a company or product. This isn't to say that I don't appreciate good writing or pretty photos or engaging/funny video. I do, but only in so much as they bring me a little closer to the humanity of the folks on the other side.

It's my opinion that an agency simply can't provide this kind of content. We can help. We can facilitate through strategic recommendations, wireframes, site design, feature construction, app development, editing, image gathering, video production, and tons of other services. But what we aren't as good at, and what I venture to say that we shouldn't do, is attempt to provide the kernel of truth at center of this content. That has to come from knowledge and experience of a day-to-day company culture that agencies most often don't have any access to. In short: we can help you be your best you, but we can't stand in for you - only you can be you.