Social Media management - Outsource or not?
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Transcript of Social Media management - Outsource or not?
SOCIAL MEDIA MANAGEMENT
To OutsourceNot to Outsource?or
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These days, the question isn’t if social media needs to be managed...
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The Why is a mix of your business and marketing objectives...
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... and the conversations already happening about your brand.
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Or does a competitor have a strong online position?
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Once you know the Why, the How and Who become clear.
Take a structured approach to your social media.
FLICKR: JARED TARBELL www.theonlinecircle.com
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For example, the ‘3Ps’:
Promote.Protect.Prepare.
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• after hours• audit• crisis management• KPIs• management• monitoring• objectives• training
Prepare.
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• business integration• education• monitoring• reporting frequency and structure
• software integration
Protect.
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• campaigns• daily community management
• promotions• technical developments
Promote.
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This way, you’ll minimise risk to your business.
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... may lack experience in managing a brand’s reputation.
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Resources permitting, most brands should do community management in-house...
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... with strong and active support from their customer service team.
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For all other social activities, involve a digital agency.
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And, for consistency, whoever manages the brand’s social media activities...
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... should also manage the brand’s paid strategy.
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Handy cheatsheet:Senior Leader In-house Digital Team Digital Agency
Prepare and Protect
Business Vision Set Champion Adapt
Corporate Behaviour Champion Lead Educate
Corporate and business integration Champion Lead Co-lead
Develop Digital Governance and Process
Approve Co-lead Lead
Technical Scope and Integration (Softwares for Monitoring, Publishing, CRM, Management and Ads)
Approve Co-lead Lead
Digital Strategy Approve Champion Lead
Digital Innovation Champion Coordinate Lead and Educate
Digital Education Champion Coordinate Lead
Promote
Social Media Ads buy ------------- Approve Yes
Manage Promotions ------------- No Yes
Manage Daily ------------- Yes No
Measure Receive Yes Yes
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... right now, companies with the most effective social media communications...
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... are those with internal and external people collaborating.
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... it’s the opportunity to become a truly social business.