Should You Outsource Your Social Media Management?
Social Media seems simple, right? Just post stuff about what you’re doing on social media, then sit back and wait for the wave of new followers, engagement, and of course leads and new sales. Or is it?
Ask anyone that has actually tried to build a following on social media (and, more importantly, get some actual measurable business return from it) knows that it’s not that simple. In fact, it’s a complex strategy, performed by people in the know more than what we initially think when we ponder Social Media Management.
First things first, Social Media Management (If you are trying to go it alone) demands a large portion of your time. Without that, any social media marketing or management campaign you embark on is headed for failure.
It’s not just about the time spent posting updates, but also the time spent learning how to post. Let’s accept it, most of us aren’t “naturals” when it comes to posting on social media. It’s an art, and takes some learning. And for many, despite having learnt what it takes, they still struggle to hit the mark.
What to say? How to say it? When to say it?
If you go the boring path of posting company updates and stuff that’s just about your business all the time, you are guaranteed to lose the interest of everyone. The trick is to get engagement. But to do that, you need to really get inside the heads of the people with whom you want to connect and find out what they want. What really gets them going? What makes them tick, and laugh?
Many businesses get to the stage where they realise they need to think about all this, and then write off social media as being “too hard”. Sure, they create a Facebook page and a Twitter account. The really adventurous ones might even create Pinterest and Instagram accounts. They might even keep them updated for a few weeks before giving up, disillusioned and disheartened.
So, is outsourcing your social media management to a company or an individual a way of overcoming these problems? Let’s look at some of the pros and cons:
Pros of outsourcing your social media management
Take advantage of someone else’s expertise
Those with the job of managing social media accounts have to be pretty good at it. It’s all they do, and they probably spend a great deal of time keeping up with the latest trends and tips. The good ones have a passion and a knack for it, which you can harness for your own business.
Examples of the type of expertise outsourced social media management can bring to the table include:
- graphic design of image templates where you can insert a quote
- understanding the ideal frequency of posting based on your audience
- knowing the ideal types of content for different social media platforms
- knowing when to boost a paid post and why
- understanding the various paid ad platforms and how best to use them for your advantage
Free up your time
As with all tasks in your business, it’s important to weigh up the time required to complete the task, and considering whether it’s the best use of your time. Why spend time learning an entirely new skill when you could be focusing on the things you are already very good at?
Hiring an external social media management services company solves this problem by freeing up all the time you would have been spending on managing your own social media accounts, leaving you to focus on your business.
One huge advantage of outsourcing your social media management is the ability to measure results. Any agency or consultant worth their salt will emphasise measuring and analysing results. They’ll do this by putting systems in place to track clicks from your various social campaigns (paid and organic) and see how those clicks translate to your bottom line.
Cons of outsourcing your social media management
This is a big one. It’s crucial if you are going to outsource your social media management that you find a company that can prove how they plan to truly understand your brand, the voice of your brand, and how your brand should be promoted. It’s absolutely critical that a process be in place for them to not only gain an in depth understanding up front, but also ongoing engagement with you to verify certain aspects of their posts, and the style they are using – to ensure it suits your brand.
Getting someone competent to manage your social media doesn’t need to cost the earth. In fact plans can start for not much more than your monthly coffee habit, however it’s an additional cost to be aware of. As with anything that;s being outsourced, it needs to make good business sense, and deliver a return on your investment.
Bottom line on outsourcing your social media
There is no definitive “yes” or “no” answer to the question of whether or not you should outsource your social media management. For some it will be a no-brainer. For others it could mean increased frustration and expense. Hopefully the above pros and cons will help you weigh up if outsourcing is right for your business.