SHOULD YOU OUTSOURCE OR KEEP YOUR SOCIAL MEDIA MANAGEMENT IN HOUSE?
If you are still debating as to whether your business needs social media management then please click here to read our previous article.
Once you decide that your business needs social media management the next question is to whether to handle social media yourself or outsource it to a professional company.
As with all things in business there are pros and cons to each option. Here are some things to think about before making the decision.
PROS OF HANDLING SOCIAL MEDIA YOURSELF
Increased Brand Authenticity
No one knows your business like you or your staff - they are immersed in it daily. If you have a good business then you and your staff should have a clarity of vision and an understanding of the business culture that is hard to replicate with an outside agency. This is why all good social media management agencies should conduct an in depth conversation with the business leaders in order to get clarity of vision and brand in conjunction with their social media strategy.
Increased Organisational Knowledge
Doing your own social media or hiring one of your employees to do it will increase the knowledge and experience in your business. Which if you are able to keep the same social media manager (it is a competitive employment market) is retained in your business as it grows. This is especially true if the business employs over 24 people, otherwise the additional knowledge tends to be at the expense of core business activities.
Increase in Control
Obviously you will have complete control and near complete control over employees when they work for you and the same will be with your social media. In addition you and your staff will be able to respond quickly to changing incidents. It is for this reason that good social media agencies will have an established route of contact in line with their marketing strategy.
CONS OF IN-HOUSE SOCIAL MEDIA MANAGEMENT
Lack of Professionalism
This may seem counter intuitive - but it is a big problem if you hire an employee to work at your business, because they know they will be paid and paid regularly, irrespective of the quality of their work.
Because of the nature of social media management it is very hard to sack a person employed within this role, without falling foul of employment laws.
This isn't a problem when you hire an outside agency.
Lack of Independence
Conversely, in-house social media managers will unlikely want to risk upsetting the other people within your business, by challenging poor ideas. This can lead to poor social media campaigns that aren't actually any good. Worse still are plenty of stories of in-house social media managers creating content which turned into a PR disaster.
This is not a problem when you hire an outside independent agency.
Increase in Costs
Employing people, even part time is very costly.
The danger is that social media takes longer than necessary to justify the hours with an decrease in quality. In addition it is very expensive to buy the latest top of the range content creation and analytics tools required for good social media. This is not a problem when you hire an outside agency.
The question of whether to have in house or outsourced social media management will greatly depend on the needs of your business.
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