First, listen.

When was the last time your agency asked to see your business plan? When was the last time you were asked how your business makes money, what makes you most money what stands in your way?

Is what is in your business plan reflected in the comments and conversations taking place in social media about you and your competitors? Are you listening to identify where the gaps are?

Then act.

What interventions need to be made to close these gaps? Which communications channels are most effective at doing so?

Just as brand owners are straining to adapt to change in new market conditions, so are traditional agency models, so the natural inclination of your agency may be to approach problems from traditional perspectives. Nobody really wins with type of compromise.