What's the most challenging difference going from paid social (planner and buyer) to just a media buyer? Should buyers be behind strategy and media plans?

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Are you just buying social? Here’s my two cents from having planned all media channels: You’re going to have much less say in the actual strategy and budget allocation of the plans. Especially if you’re just social and even more so if you’re getting plan parameters from a multi-channel team. However, you’ll become an expert on targeting and placement costs, effectiveness, and social media landscape evolution. You’ll be able to own strategy at the back end of a decision process. Meaning, you’ll have a set brief with goals and a set budget. You’ll work within those parameters buying and allocating money to the line items that are best at meeting and exceeding the goals of the brief.
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