I see a lot of businesses struggling to cement their online presence without the help of real professionals. Whereas this used to be an in-house function, a lot of these companies are now outsourcing the social media operations. I believe this is one way of achieving objectivity, through unbiased feedback and recommendations. It may be costly in the long run but at the same time prove to be a good ROI.
You would think with everyone on some sort of social media there would be one person in a business who would know how to use it for business purposes. Having to outsource your social media advertising is not very cost effective in the long run.