I have a lot of respect for many people that are leading the way in Interactive and PR agencies. Over the years I have had many conversations with some of the smartest agency people about social media. Each time I leave thinking "they don't get it yet."

For 4 years I have  focused only on social media; not PR, not Marketing, not Search, not Advertising...just social media. It has not been easy. I have clashed with both teammates and clients about my perspective that social media is it's own animal, but ultimately I have witnessed over and over again why I have been able to help clients embrace social media in ways where other agencies have failed.

Here are five obstacles that I believe hinders most agencies from helping their clients embrace the social web. 

1. Shiny New Toy Syndrome. This is a trap that comes from being a very smart person in a very cool agency. These are the people who are the alpha testers of the latest new tool. They are hanging out on the bleeding edge of innovation. They are...by far...my favorite people to have drinks with (martinis or starbucks). However, their clients don't speak their language. Most clients are focused on their own business operations and cannot spend the time and energy on the bleeding edge of Internet. This is not a problem when online communications could be handled completely by an agency, but when we are dealing with the social web, the client has to be hands on.
2. The Social Web is Not Meant to Be Award Winning. With that said, of course  campaigns that integrate social media can be award winning and awards are received for creative uses of social media; but in general, if you are focused on helping clients embrace the social web, you are spending your time in the trenches getting your hands dirty in helping clients evolve their communications strategy, as opposed to standing in the spotlight.
3. The Social Web Cannot Be Controlled or Owned. The social web is an evolution of our communications. It is how the majority of people interact on the web. It is equivalent to what the phone was 50 years ago and what email was 10 years ago. However agencies are tasked with developing an ROI for their projects and executing specific goals. When they speak of social media, it is as if they can control or own the social web. As I mentioned earlier, the social web can and should be integrated into a campaign, but it cannot be controlled or owned.
4. They Are Not Convinced in the Power of Social Media. Many agencies are not drinking their own Koolaide. We all have heard (and used) the saying "cobblers children have no shoes", meaning we often do not have the time and bandwidth to serve our own needs. This lack of personal focus may work in a world that does not change so often or impact so many different areas of a business. But the social web does change everyday and is truly powerful enough to impact all areas of a business. Agencies who are convinced of this are rapidly consuming their own Koolaide and learning from their own efforts before introducing such concepts to their clients. The others are just thinking and talking about the latest case study they've read.
5. They are Constantly Trying to Pigeon Hole the Social Web. I have seen many variations of this. I have seen agencies who call themselves social media agencies and upon a quick review I find they are really an ad agency, pr agency, search agency that leverages the social web. I have also read the many various debates about who should own social media. Each perspective has a very valid argument. The reason is because each one is absolutely right that the social media belongs in their area of expertise; because social media impacts EVERYTHING! But if your are working with an agency that is trying to claim ownership of the social web, you are risking missing valuable opportunities as well as serious threats.

So, as a client, how can you get the help your organization embrace the social web? Look at social media simply as an evolution of the web, and the web is truly a powerful communication channel. Constantly question the domino affect. If your PR agency wants you to launch a blog, ask them how the sales team will be involved? If your Interactive Agency wants to launch an outreach campaign, ask how you can prepare your department heads to take advantage of the market intelligence that will be gathered? But most importantly be involved, stay involved, and actively focus on letting your ways of communicating evolve.