Social Media management - Outsource or not?

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Many brands and companies ask "Should we outsource our social media management to an agency or keep it in-house"?
Presentation by: www.theonlinecircle.com
Images by: www.shutterstock.com
#lucioribeiro
#onlinecircledigital
www.theonlinecircle.com

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  • I agree that where possible social media activity should be managed in house as I feel this has greater potential to reflect the brands image and values. Collaboration between in-house and external marketers is needed when outsourcing to ensure the external agencies understand the core values and reflect the same mission.
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Social Media management - Outsource or not?

  1. 1. SOCIAL MEDIA MANAGEMENTSOCIAL MEDIA MANAGEMENT To Outsource Not to Outsource?or www.theonlinecircle.com
  2. 2. These days, the question isn’t if social media needs to be managed... www.theonlinecircle.com
  3. 3. www.theonlinecircle.com ... the question is why, how and by whom?
  4. 4. www.theonlinecircle.com THE WHYTHE WHY
  5. 5. www.theonlinecircle.com The Why is a mix of your business and marketing objectives...
  6. 6. www.theonlinecircle.com ... and the conversations already happening about your brand.
  7. 7. www.theonlinecircle.com For example, do you want to increase sales?
  8. 8. www.theonlinecircle.com Become a thought leader?
  9. 9. www.theonlinecircle.com Or, perhaps, provide customer service?
  10. 10. www.theonlinecircle.com Meanwhile, is your brand being attacked online?
  11. 11. www.theonlinecircle.com Or does a competitor have a strong online position?
  12. 12. www.theonlinecircle.com Once you know the Why, the How and Who become clear.
  13. 13. www.theonlinecircle.com THE HOWTHE HOW
  14. 14. Take a structured approach to your social media. FLICKR: JARED TARBELL www.theonlinecircle.com
  15. 15. www.theonlinecircle.com For example, the ‘3Ps’: Promote.Protect.Prepare.
  16. 16. www.theonlinecircle.com • after hours • audit • crisis management • KPIs • management • monitoring • objectives • training Prepare.
  17. 17. www.theonlinecircle.com • business integration • education • monitoring • reporting frequency and structure • software integration Protect.
  18. 18. www.theonlinecircle.com • campaigns • daily community management • promotions • technical developments Promote.
  19. 19. www.theonlinecircle.com This way, you’ll minimise risk to your business.
  20. 20. www.theonlinecircle.com THE WHOMTHE WHOM
  21. 21. www.theonlinecircle.com Like any game of strategy...
  22. 22. www.theonlinecircle.com ... there are best players for different roles.
  23. 23. www.theonlinecircle.com So the agency with a talent for the creative...
  24. 24. www.theonlinecircle.com ... may lack experience in managing a brand’s reputation.
  25. 25. www.theonlinecircle.com Resources permitting, most brands should do community management in-house...
  26. 26. www.theonlinecircle.com ... with strong and active support from their customer service team.
  27. 27. www.theonlinecircle.com For all other social activities, involve a digital agency.
  28. 28. www.theonlinecircle.com And, for consistency, whoever manages the brand’s social media activities...
  29. 29. www.theonlinecircle.com ... should also manage the brand’s paid strategy.
  30. 30. www.theonlinecircle.com 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
  31. 31. www.theonlinecircle.com Wrapping up...
  32. 32. www.theonlinecircle.com ... right now, companies with the most effective social media communications...
  33. 33. www.theonlinecircle.com ... are those with internal and external people collaborating.
  34. 34. www.theonlinecircle.com Remember: social media is not a threat...
  35. 35. www.theonlinecircle.com ... it’s the opportunity to become a truly social business.
  36. 36. www.theonlinecircle.com

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