Two social media tasks you should not outsource
Social media is never far from conversation. It’s become an essential (sometimes exclusive) part of the marketing mix. For me, most of my website’s traffic comes from sites like Linkedin and Twitter. I’m a believer. If you’re not using social media, it’s probably time to start.
Many businesses, though, just don’t have the time and resources to manage social media properly. So, understandably, they outsource.
In this post I explain two social media tasks you should not outsource. If you find this useful, please share. I also welcome your comments.
The power of social media
Most people use the Internet and over 70% use social media. And thanks to the explosion of mobile devices, information is consumed anywhere and any time. Having a good online presence means you’re accessible to a huge potential audience.
Compare this to the traditional way. If you advertise in a newspaper or magazine, your exposure is limited to the publication’s readership. Then, after a few days or weeks, you’re consigned to the rubbish bin or stashed out of sight.
And social media doesn’t have to be about advertising. Social media allows for dialogue. Personally, I’ve never advertised online. Why? Well, for a start, it costs money and, secondly, people don’t respond to advertising like they used to. They’ve become jaded and cynical. People no longer want to be sold to; they want to be informed and educated.
Instead of advertising, I share information that is useful to my customers. It’s called permission-based marketing and it’s very powerful.
Social media activities
I dedicate one hour every morning to social media. It might seem like a lot of time, but many people spend much more. My time is divided between four social media sites, with an emphasis on Linkedin.
This is what I do in an hour:
- make connections
- respond to messages
- post my blogs
- share other people’s material that is relevant to my business
- comment on other people’s posts.
Many of these activities can be outsourced; some of them can’t … if you want to be effective, that is.Two social media tasks you should not outsourceClick To Tweet
In a perfect world, businesses would perform all five activities in-house. However, in the real world, I understand this isn’t always possible.
That’s fine. You can get away with outsourcing some activities, but there are two that you can’t. They are responding to messages and commenting on posts (Visit Word Works to read a previous blog on the subject).
The human touch
Social media is about dialogue, not monologue; human interaction, not spam. No one knows your business like you do. Commenting and responding to messages requires knowledge and personality — your knowledge; your personality. These tasks are important — they enable you to show your expertise and position yourself as an opinion leader. They also enable you to make real connections with your clients.
When you hire a contractor to perform these functions, you negate the true power of social media. You even risk damaging your reputation.
If you don’t have the time to fully manage your social media, so be it. However, do make the time to have real dialogue with your customers.
What do you think? Do you outsource your social media? I welcome your comments.