Social Media Management - Agency or Client

I'm doing a fair bit of research on Social Media Management (for want of a better term) and came across this article. There were two things that struck me:

1. We need to stop thinking about SMM as crisis management. A tool or service to dust off and bring out of the cupboard to try and stop people rubbishing your brand. We need to think more positively than that. How can we actively involve ourselves in conversations about your brand. This isn't a one off exercise, it's an ongoing piece of work.

2. Clients can't just rely on agencies to do their work for them..."Please can you sort this out for me". Agencies can give them the tools and in many cases speak in the communities on their behalf, but there needs to be significant people investment in the coming years from clients. Social Media Managers, Community Managers etc.

There's a nice example/scenario of what Pandora are doing in this space.