Li and Bernoff wrote a great new book, Groundswell, about the rise of social media and its relationship with this generation’s marketing professionals. As our own agencies — 3rd Planet PR and parent company Pop Culture PR – work to develop successful case studies in the social media community, these authors offer great advice in hiring a PR agency:

“Marketers must also prepare for changes in their agency relationshps. Ask for proof that an agency has managed — and measured — a campaign aimed at the murky social middle of the funnel.”

The take away: Many PR agencies claim to have a strong social media track record, and most simply do not. I think those firms that take the time to learn, practice, fail, succeed, and develop their social media manners, will rise to the top over the next few years. Marketers should keep an eye out for real capabilties and track record from their agencies.