Digital Agencies VS Everyone is a Social Media Expert

Great article talking about the issues and why social media is a long-term prospect.

My favorite line from Blackshaw in the piece: "such first-hand experience begets inspiration. Inspiration powers change. And change is needed now more than ever before."

Rather than exploit social media simply to make up for shortfalls in current ad budgets, it demands we take a longer-term view, reconsidering how we use different media together, the role and expectations we have of creative work, and our definitions of success.