How to build social media department in Agency

iMedia Connection had an post How to create a social media department by Meghann Ackerman (August 04, 2009) which caught my attention.

To tell you the truth I thought that the headline referred to building a social media department within a corporation, but it was focused on Agencies. At the Social Media Academy we have a very well defined process for building a Social Media Team as a service department to the operating departments, much like an IT department as a service function.

I think those same ideas can translate into how an Agency can run not only its own social media activities, but how to organise to service clients. Here's what I wrote:

I think that there are parallels in what is needed in an agency with our methodology for social media strategy with the companies (clients) themselves. Firstly, to put this in context, I don't define a "social media department" as the people who build Facebook pages and blogs. As your article mentioned these denizens are web designers and technicians.

Sure, if you want to outsource to them it may well be a good idea but in fact it is neither here nor there with respect to a business social media capability. 

1. Serious Agencies need to have a central Social Media Team as a service function - who provide business methods, thought leadership and tools assessment and advice.

2. The various segments and divisions and operating teams themselves would apply these methodologies in dealing with their clients and briefs. They would make and retain the customer relationships and do the creative, and hopefully also understand how the business case for social media was developed by the client.

3. The Social Media Team would provide cross-functional support, coordination and audit - across the firm.

4. The Social Media Team would also have another important role - they would be build as part of the Agency's own social media strategy and execution. As someone said in the article - it's hard to teach someone how to ride a bike if you have never ridden one yourself. Although remarkably that's what we see many PR and other agencies tying to do. 

There are defined business methods and processes and Agencies who understand and deploy these will be in a superior position to have value-rich conversations with their clients.

What do you think? Would this work for you as an Agency?