Not All Social Media Activity Should be Outsourced

Written by Danielle Bachini

LinkedIn-Logo-2CWe live in a world where social media marketing on behalf of your business is no longer an option. It’s a necessity. When considering whether or not to do business or buy from an organization, prospects conduct research and thoroughly review all branded channels, including social media pages. If a company social media page isn’t active or doesn’t exist at all, the company is missing an important element of today’s marketing mix. Social media success often correlates with business success.

While most businesses understand this, a common problem is that social media activity requires an investment. If the marketing department already has too much on their plate, social media marketing can be outsourced, but only to an extent. If you believe that you can hire a social media-marketing firm and then be “hands off” then you don’t completely understand how social media works.

Outsourcing social media management has many advantages. Social media marketers understand how social media fits into the whole picture. It shouldn’t be operated in a silo. It’s directly tied to SEO efforts (social signals and social authority impact where a page of content appears on the search engine results page), content marketing, and website traffic and lead generation. An outsourced social media partner is an expert in social media and knows how to develop and implement a social media strategy. A company can save a lot of time by outsourcing all of the “grunt” work of a social media campaign to a third party. This includes developing a content marketing schedule and sharing and promoting content, looking for niche industry social sites beyond the most popular social networks, setting up profiles on these sites, researching others in the industry to start following, researching groups to become a member of, and setting up and managing paid social advertising campaigns.

The campaign that a social media partner puts together for you essentially includes all of the behind the scenes items. Your social media partner isn’t going to become the face of your company in social media, that’s still the responsibility of the company! The social media partner is an expert in social media, but not an expert in your industry or in your organization. The most important element of social media is the social component. It involves a two-way dialogue with your fans and followers. If someone comments on your content that was shared in a LinkedIn group or asks a question on your Facebook page, you shouldn’t expect your outsourced social media partner to answer these questions. What they can do is alert you whenever they see a question/comment/concern but then it is out of their hands. This is mostly because the best answer will come from you, the company! This also prevents any potential issues from occurring if the outsourced social media partner answers something incorrectly, or even doesn’t give a substantial enough answer. You don’t ever want your reputation to suffer!

Just because you are outsourcing social media management it doesn’t mean that you get out of social media responsibilities entirely. When it comes to the social element of social media, nobody is better suited for the job than members of the actual company.

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