One might think that since I work at an
agency that I’d have a predisposition to recommend outsourcing your
social media needs. I can assure you that is not my opinion. I’ve always
been a straight shooter on my blog regardless of whether my opinions or
recommendations directly benefit me. This post is no different. Not
every company or organization needs to outsource their social media
efforts. This post is intended to help give some insight on where I
believe that line is drawn based on my years of experience being on the
service side.
So without further ado, here are the 5 questions to ask yourself that
will help you determine whether hiring a consultant or firm is the
right move.
1. Do I have a strong sense of what social media success means for my business?
While this may seem like a simple question to answer, most companies
and organizations do not have a strong answer. Facebook likes and
Twitter followers are not a measure of social media success. While it’s
great to increase your overall social reach, the real question you have
to ask yourself is, “What are you going to do with that reach?”. How
does your business measure success overall? How can social media plug in
to those metrics? Is it driving more traffic to a web property? An
increase of sales? Maybe you just want to build brand and turn your
social reach into a regularly engaged audience. Whatever the case is,
you need to have a rock solid understanding of what true success is to
your organization before you even think about dipping your toe in.
2. Do I have the necessary tools & resources in place to ensure we can be successful?
This is another area where folks miss out. There’s a wealth of online
resources that can make managing your social media efforts a little
less daunting. From engagement to measurement, the fact is if your
business or organization is of any size, simply using Facebook or
Twitter’s website interfaces will leave you frustrated and with little
time left over for anything else. For managing your engagement and
publishing check out the likes of Hootsuite or Tweetdeck. For measurement you can’t go wrong with starting with something like Simply Measured, Sprout Social or Raven Tools.
However the fact is, you need to be well versed with these tools in
order to get the most out of them and position your organization with
the means to manage your own social media efforts.
3. Does my company/org have the manpower to fuel our social media efforts?
So you have your goals determined and a good tool set in place. Now
the question is, do you have real people in place to manage social media
everyday? All the nifty goals, tools and fancy looking channels will do
you nothing if you don’t have real people engaging and responding every
day. If you’re a small business owner, you better carve out a good 1-2
hours total per day towards your social media efforts, and if you’re a
bigger brand and serious about it, either a full time hire or someone in
your marketing department positioned to spend a good deal of their day
contributing. The fact is your social channels need to be vibrant,
evolving places where you are continuously posting original content,
sharing relevant links, and engaging with others on a regular basis. And
for product/service based orgs, you can count on them becoming a source
of leads and customer support. If you are serious about social, you
need real people doing the work.
4. Does company leadership fully embrace using social media to the fullest extent?
If you’re a small business the buck probably stops with you, so ask
yourself if you’re really on board with fully embracing social media. If
you’re a larger company, you better make sure the powers that be do as
well. Because if the answer is nothing but a definitive yes, then
nothing will kill social media success more then just treating it as a
broadcast channel filtered by your legal department. I’ve seen it happen
numerous times and it’s not even worth the effort. While it’s certainly
expected to have some standards in place, your social media channels
cannot be treated like press releases and broadcast media. Conversations
need to be allowed to evolve, openness and transparency is expected.
The bottom line is, if your company kicks ass, that is what will
primarily resonate online as well. If you suck, well that will too and
you bigger problems to solve.
5. Does my company have realistic expectations about what social media can do for our business?
A lot of times companies have unrealistic expectations of what social
media can do for their business. It’s not a silver bullet, and it’s not
going to necessarily bear any fruit in the short term. What it is going
to do is give your business another avenue to connect with customers,
provide new lead channels, and provide a platform for your
business/organization to influence in a variety of new ways at a
fraction of what traditional marketing has provided. But it comes with
the need for patience and a tolerance for all things social. The fact
is, even the best companies in the world have their detractors. You
can’t please everyone all the time, but you can try and while it won’t
work every time, the fact that you do so openly and transparently, will
pay huge dividends over time.
So the question you’re probably asking yourself now is, based on the
above answers…What do I do? The bottom line is if you don’t have the
right answers to the above questions, chances are you stand to benefit
from a consultant or agency to help. You could hire and bring the work
internally, but 9 times out of 10, you’ll stand to benefit by starting
with a smaller investment and getting access to the necessary expertise
more quickly and efficiently. If you choose to go the agency way, do send us an email to Nateford@socialedge.co.ke or check our facebook page at www.facebook.com/SocialEdgeAfrica
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