The Pros and Cons of Outsourcing Social Media
According to a report by Social Media Examiner (April, 2011), 28% of the marketers outsource their social media management. This figure has doubled since 2010 when it was just 14%. This means that every 4th business you encounter is outsourcing their social media efforts. But what should you consider when outsourcing your social media activities? It’s clearly not something for everyone. I have compiled a list of all the pros and cons of outsourcing social media which hopefully makes your decisions a bit easier.
- Knowledge. You’re handing it over to the professionals with a lot of experience and a ton of tricks and know-how to pull from their bag. Consider their porftolio and their own social media activities when deciding.
- Time. If you’re not a professional, it’s almost always more time-consuming to handle your social media management yourself. This is simply because you might not be as efficient and well-practiced as those who have do it every day.
- Tools. You might not know about all of the great tools that are out there which can help you with your social media management. The professionals do and they usually already have tons of previous experience with those tools.
- Professional measurement. Social media professionals know how to analyze and measure the results and how to react based on that data.
- Strategic thinking. Professionals are equipped with a lot of experience in social media strategy. Well, at least the good ones are. They know what to do and how to develop a social media strategy that would work with the goals of your company.
- Money. Professional help might be costly. If the additional gain from these professionals isn’t justified by ROI, consider leaving the responsibility of social media management in-house.
- Content. Although most of the time, professionals are more than capable of creating content for their clients, they might not be as knowledged in your field of expertise as you are. If that’s the case, maybe try hiring an expert or two to professionaly write about the desired topics.
- Trust. Do you trust someone else to carry out your social media activities for you? This seems to be the main issue as many think that because they know their business better than anyone else, they should be in charge of social media activities. While this kind of thinking isn’t wrong, it isn’t exactly right either – you will have control over what strategic activities they come up with. If their vision of your company’s social media activities severely differs from your own, maybe you two aren’t a good match after all.
I personally believe that the pros outweigh the cons and you should trust social media professionals to do these activities for you. If you are reluctant to trust them, maybe it’s time to invest and build your own social media team consisting of professionals?
I would love to hear your opinion on this! Please add it in the comments!