Many business owners decide to outsource their social media, for a number of reasons. A lot of them consider it to be a chore that they would like to have handled by outside experts. They might not have skilled people in-house, and don’t want to hire a full-time staffer.
However, outsourcing the task means handing over the representation of your brand to people who don’t really understand it very well and to whom you are just another client on a long list of businesses who all want to get noticed on social media.
Reasons for Doing Your Social Media Marketing In-House
There can be a learning curve for each social network you joint, but in most cases you as a business owner are going to be your own best brand advocate. This is because you understand exactly what your brand represents and what you are trying to portray through your brand.
Your business mission statement and business plan should focus your efforts. Brand is like a “shortcut” for instant recognition. If we hear McDonald’s, Nike or Coke, we immediately know what they do or sell, and what their values as a business are (whether or not we agree with them).
In most cases, social media marketers are just trying to get their job done. They are posting content regularly just for the sake of posting. They don’t necessarily take the time to analyze the best content to post and when to post. They also probably don’t interact with others who engage with you. If they crank out post after post, it might not reflect well on your business.
In addition, posting too often can actually mean LESS engagement because each post will push down the previous one – meaning that some of your best content might not be seen due to poor quality content taking its place.
Another reason for doing your social media marketing in-house is to keep your finger on the pulse of who is trying to contact you. Depending on the network you are using, you might be contacted by people who have genuine opportunities you might wish to explore, such as at LinkedIn.
Another important thing to note is that participating on a social network when you are a business is quite different from when you are an individual. A lot of people who are experienced social media marketers started out with their own personal accounts and decide they enjoy it so much they want to make a career out of it. However, this does not mean that they are able to represent a brand and business effectively, or even know all of the most important features of the network/s they are using.
Managing your Facebook business page, for example, is a very important skill that needs to be handled strategically. Treat your page as you would a full website, by including everything they need to know about your business. Include your logo, an attractive top image, and publish content consistently with high-quality images that show what your business is all about.
If you are going to outsource, ask for an account contact and train them. Make sure they have all the data at their fingertips to represent you well.