The outsourcing of social media is a contentious topic. If you Google the term you will come across a plethora of blog posts and articles about the pros and cons of outsourcing social media. You will find a strong contingent that vehemently argue against.
Why you should never outsource your social media
Social media is by its very nature ‘social’ (there’s a bit of a clue in the title) so success is dependent on being ‘you’, building relationships with other like-minded people/businesses, sharing your passion and being genuine. How can you accomplish this if someone else is doing it for you?
Why you should outsource your social media
We agree with all of the above, to a point, but think it is possible for a small business to outsource at least part of their social media successfully. Small business often don’t have the time to manage social media effectively or the budget to employ someone internally to handle the role. They might lack the interest but feel it is important to have a presence. If all you’re doing is scheduling updates and dipping in occasionally then you might as well stop pretending you’re ever going to be a success at it and pass it on to someone else. However, if you want to establish yourself as a thought leader or an expert in your field through social media then it would be unwise to outsource. This requires you to demonstrate your personal expertise, knowledge and personality and the only way you can do this is by doing it yourself.
How to successfully outsource your social media
Here are our tips:
- Find someone that is regularly present on the platforms either for their own use or for clients. If they are just going to be scheduling and not paying sufficient attention why outsource?
- Find someone who understands marketing. There are many social media ‘experts’ out there who jumped on the social media band wagon and learned how to use the platforms but don’t understand the marketing fundamentals behind social media. You need someone who gets it.
- Be clear what you want to achieve and communicate this to your chosen provider. Be realistic. Let them know where social media fits in your overall marketing strategy.
- Ensure your provider is clear about your brand and your preferred tone of voice.
- Regularly communicate – keep your provider abreast of what’s happening at the company and in your industry. Let them know all your news so they can communicate it through the social media channels on your behalf.
- Be prepared to respond when necessary. There may be instances when a response is required from you, not your provider.
- Keep an eye on what’s going on. Don’t just put social media to the back of your mind now that you’ve outsourced it. Keep abreast of what’s being delivered on your behalf and regularly check in with your provider. Evaluate and measure its success.
Whilst it is preferable for an individual or company to manage their own social media it is possible to outsource successfully provided you are clear about what you want to achieve and how the account should be run. If you are struggling to keep on top of your social media or would just like a hand to get started please give us a call and we’d be pleased to help.