Why? Well Tom Fishburne the brilliant marketing cartoonist who does brand camp sums it up pretty well below.
As social media blurs so many areas of business - such as PR, customer care, HR, and customer service to name but a few, it is essential that brand owners take the lead and not outsource this. How to manage it is the topic for another post on another day. I get the sense that more brands are stepping up and taking ownership ( at least the more progressive ones). As brands to take their brand closer to their customers in SM, when done well they are going to listen to and gain tremendous customer insight from being so close. Insight has typically rested in the agency wheelhouse and a key currency at and so an insight shift could potentially hurt agencies.
Oh one last thought.. if you are a brand and you are doing social media. Please do it and avoid the below!
see my worth checking out list to the right side for a link to more of Tom's amazing work.