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Dave and I have been wondering if we want 20:20 Social to behave like a cool digital agency or a serious strategy firm.

In terms of the "work we do", it's a simple decision. We don’t do any creatives, or any coding, or any campaigns. We work with CMOs, on using social technologies to build strategic long-term community-based and relationship-based marketing programs. Our next offering will be in the area of using social technologies within the enterprise, for project management, knowledge management, and human resource management. So, very clearly, we are a strategy firm and not a digital agency.

However, in terms of "how we behave", inside 20:20 Social and with our clients, it's hardly a simple decision. Social technologies have a specific value system embedded in them, one based on openness, informality and collaboration, on relationships, community, and contributing to an ecosystem that is bigger than you. This value system is perhaps more representative of a "cool digital agency" than a "serious strategy firm".

So, for now, we have decided to behave like a "cool digital agency" inside 20:20 Social and a "serious strategy firm" with our clients. We wear jeans and t-shirts to office, drink wine and beer on Saturdays, and work ridiculous hours. At the same time, we have invested in a project management/ knowledge management system from day one, wear formal suits to all meetings, and charge clients by the hour. I know that, over time, the balance will tilt to one side or the other, but I think that, for now, we have the best of both worlds.

By the way, Dave and I have also been wondering if we should change the 20:20 Social tagline from "social media research and strategy" to "social business strategy". It's a better representation of what we do, I am trying it out for size in my 20:20 Social elevator pitch, and I have a feeling that we will start using it sooner or later.

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After a successful stint in sales and distribution management, I’m moving into a brand management role. What better time to start a new category called ‘The Next Marketing Guru’ that will feature my thoughts on building brands online and offline.

And, if I do become the next marketing guru, you can say that you heard about it first here.