I was disappointed to hear that management styles and cultural differences led to the split of what was the first social media agency consolidation today when Maggie Fox of the Social Media Group announced the acquisition of Geoff Livingston’s Livingston Communications wouldn’t take place. The partnership had the potential to provide the world with a unique, international social media practice that put a test to all sorts of collaboration theories. From the video below and Maggie’s post, you can see the realization that the partnership wasn’t going to work out as ideally as once thought seems to sit well with everyone.

When I originally wrote about the partnership, Geoff told me it all came together quickly. Perhaps too quickly. Such is life.

What I hope doesn’t happen from this divorce, nay annulment, is that nay-sayers about social media immediately start screaming, “See! We told you it doesn’t work. Social media isn’t sustainable. Back to the one-way approach to marketing!”

The split only means Geoff’s way of doing things and Maggie’s way of doing things didn’t mesh ideally and they didn’t want to walk any further down the road only to be miserable together. Better to correct a minor miscalculation now that to have an ugly, complicated mess later. It has no greater implications on the world of social media. Noting more needs to be read into it. Both firms will be fine and are still excellent places to consider for social media counsel.

I’ve also heard Geoff will be returned to U.S. Citizenship for a player to be named later.

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About Jason Falls

Jason Falls

Jason Falls is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for Elasticity, one of the world's most innovative digital marketing and public relations firms. Follow him on Twitter (@JasonFalls).

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  • http://nextcommunications.blogspot.com/ Richie Escovedo

    Jason,

    I think what this shows us is that there still are business models to be developed and integrated in social media consulting and delivery. This is nothing more than a blip on the radar for these two strong organizations. It is quite encouraging for small start-ups to see the potential for larger conversations is possible if not probable. The SMG/Livingston consolidation was exciting at first, but then it just seemed like it could be one in a number of future SM business deals as early adopters become entrenched and late adopters keep learning and help spread the conversation.

  • http://nextcommunications.blogspot.com/ Richie Escovedo

    Jason,

    I think what this shows us is that there still are business models to be developed and integrated in social media consulting and delivery. This is nothing more than a blip on the radar for these two strong organizations. It is quite encouraging for small start-ups to see the potential for larger conversations is possible if not probable. The SMG/Livingston consolidation was exciting at first, but then it just seemed like it could be one in a number of future SM business deals as early adopters become entrenched and late adopters keep learning and help spread the conversation.