social media management - outsource or not?

SOCIAL MEDIA MANAGEMENT

To OutsourceNot to Outsource?or

www.theonlinecircle.com

http://theonlinecircle.com/

These days, the question isn’t if social media needs to be managed...




... the question is why,

how and by whom?



THE WHY



The Why is a mix of your business and marketing objectives...



... and the conversations already happening about your brand.



For example, do you want to increase sales?



Become a thought leader?



Or, perhaps, provide customer service?



Meanwhile, is your brand being attacked online?



Or does a competitor have a strong online position?



Once you know the Why, the How and Who become clear.



THE HOW


Take a structured approach to your social media.

FLICKR: JARED TARBELL www.theonlinecircle.com

https://www.flickr.com/photos/generated/



For example, the ‘3Ps’:

Promote.Protect.Prepare.



• after hours• audit• crisis management• KPIs• management• monitoring• objectives• training

Prepare.



• business integration• education• monitoring• reporting frequency and structure

• software integration

Protect.



• campaigns• daily community management

• promotions• technical developments

Promote.



This way, you’ll minimise risk to your business.



THE WHOM



Like any game of strategy...



... there are best players for different roles.



So the agency with a talent for the creative...



... may lack experience in managing a brand’s reputation.



Resources permitting, most brands should do community management in-house...



... with strong and active support from their customer service team.



For all other social activities, involve a digital agency.



And, for consistency, whoever manages the brand’s social media activities...



... should also manage the brand’s paid strategy.



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



Wrapping up...



... right now, companies with the most effective social media communications...



... are those with internal and external people collaborating.



Remember: social media is not a threat...



... it’s the opportunity to become a truly social business.
