The jury is out on whether it's better to manage your social media from within your organization or outsource to an agency. I've heard both sides.
My personal feeling is that developing an internal competency is necessary. Radian6 refers to their engagement console as the "social phone" and I can see a day when social media is simply part of the tool set we use to connect. (I remember the days before email.)
One thing is for sure: the sooner you empower employees to "get comfortable" the more connected you'll be to your audiences.
What's your opinion on the best approach to managing social media?