In a SXSW panel which took on a refreshing discussion-based approach entitled Bend Over? Surprise! Agencies Are Screwing You, one of the attendees made the point brands should be wary of paying an agency to use a free tool to speak the brand's voice calling it a slippery slope and a waste of money.
Agencies are paying good money for the so called social media guru who, if just a little bit of background research were done, could easily be found to have no experience at all. Be wary of the sharks was the advice given.