In Chapter 11 of 13, social media agency co-founder Mike Germano highlights the challenges traditional businesses, specifically advertisting agencies and public relations agencies, face in building in-house social media groups. Advertising is designed to send a tailored message. Digital media agencies do this by designing a specific plan with clear performance metrics. Public relations firms add a control element to that message, making sure it is effectively communicated to identified stakeholders, including media. Social media projects see individuals as standalone media outlets, building relationships to promote favorite selection, linking, and sharing. It is also often a platform that allows for less control and more user freedom that traditional digital projects, and as a result this influences the type of people willing to work in a traditional versus non-traditional environment.