Who's overseeing your social media?

Interesting article in Ad Age. I think the whole "everyone is in charge of social media" comment is a bit over the top but I do like the way they described the centralized, distributed and combination models.

Gotta ask how Undercurrent etc. feel about ""We're always going to start with our agency of record," said Ford's Mr. Hultgren. "We may look at a boutique agency to manage a piece of social media. Boutique agencies can be singularly focused on something. But if we want a pure focus on some social-media task, we want a boutique to focus on a pilot. Once we've proven out that model, we'll hand off to Team Detroit to integrate."


Really? So in other words, you'll use an agency, let them take the risk and succeed--and then take the work away from them? Nice!