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Ross Richendrfer is digital strategist and Tech PR professional who is passionate about analyzing the trends that are changing the industries he's a part of (both Tech and PR).
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Having some level of subject-matter competence is key from a social media/PR agency as well. If you only need an agency to conduct tactical execution, then that's one thing. But I recommend you have higher expectations from your agency. Look for a team that has strategic chops and a demonstrated ability to do more than just post and measure. If an agency truly understands your business they should be able to make the in-campaign tactical adjustments that increase resonance and ultimately ROI. Having a bit of subject-matter expertise also does wonders for an agency's ability to help you control and contain the reactive issues that invariably pop up during the course of social media activity.