How to Outsource Social Media


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Want to learn more about outsourcing your social media? This presentation will take you through how to do that while maintaining ownership over the pieces that you need to in order to maintain an authentic expression of self.

Published in: Business, Technology
  • Thanks for this information. It was most helpful. I'd like to know others actually writing their social media job descriptions.
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  • Stellar job at #SMSHI. We all thought it was great Erin. Great talking points when we speak with our clients. Mahalo!
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How to Outsource Social Media

  1. 1. Outsourcing Your Social Media Delegating your outreach while maintaining an authentic expression of self
  2. 2. Conversation Overview <ul><li>Social Media for Business </li></ul><ul><ul><li>Why use it? </li></ul></ul><ul><ul><li>How often? </li></ul></ul><ul><li>Outsourcing Social Media </li></ul><ul><ul><li>Why outsource? </li></ul></ul><ul><ul><li>Which pieces to outsource? </li></ul></ul><ul><ul><li>How much to outsource? </li></ul></ul><ul><ul><li>Who to outsource to? </li></ul></ul><ul><li>Outsourcing Twitter </li></ul><ul><ul><li>How, what & why </li></ul></ul><ul><li>Outsourcing Facebook </li></ul><ul><ul><li>How, what & why </li></ul></ul><ul><li>Outsourcing Google+ </li></ul><ul><ul><li>How, what & why </li></ul></ul><ul><li>Social Media Campaigns </li></ul><ul><ul><li>Affiliates & joint ventures </li></ul></ul><ul><ul><li>Strategy & execution </li></ul></ul><ul><ul><li>Campaign monitoring tools </li></ul></ul>
  3. 3. Social Media for Business <ul><li>Why should businesses use social media? </li></ul><ul><ul><li>74% of CMOs believe they’ll tie social media efforts to hard ROI this year </li></ul></ul><ul><ul><li>73% of consumers can be reached through a social network </li></ul></ul><ul><ul><li>56% of journalists said social media was important or somewhat important when reporting stories </li></ul></ul>Statistics from
  4. 4. Social Media for Business <ul><li>How often should businesses be engaging? </li></ul><ul><ul><li>1-4 Tweets per hour </li></ul></ul><ul><ul><li>0.5 Facebook posts per day </li></ul></ul><ul><ul><li>CTR (click thru rate) is highest midweek & on weekends </li></ul></ul>Statistics by KISS Metrics
  5. 5. Outsourcing Social Media <ul><li>Why businesses should outsource </li></ul><ul><ul><li>Solopreneurs and small businesses have a cap on available time to devote to social media therefore need to delegate out activities </li></ul></ul><ul><ul><li>Consistency on social media is key to achieving goals and building a following but not all business owners can keep up with demand </li></ul></ul><ul><ul><li>Outsourcing is more cost-effective than doing it at the business owner’s rate </li></ul></ul>
  6. 6. Outsourcing Social Media <ul><li>Which pieces should be outsourced? </li></ul><ul><ul><li>Facebook, Twitter, Google+ & LinkedIn management </li></ul></ul><ul><ul><li>Content creation for all platforms </li></ul></ul><ul><ul><li>Statistics / reporting on social media sites </li></ul></ul><ul><ul><li>Campaign management for promos / launches </li></ul></ul><ul><ul><li>Affiliate / joint venture involvement using social media </li></ul></ul>
  7. 7. Outsourcing Social Media <ul><li>How much should outsourcing social media cost? </li></ul><ul><ul><li>Social media assistants / virtual assistants can be hired at $20-50 per hour </li></ul></ul><ul><ul><li>On average, a small business will need 15-30 hours per month, or more, to see returns </li></ul></ul><ul><ul><li>Social media campaign management tools (to facilitate activities) can cost anywhere from $10/month to hundreds per month </li></ul></ul>
  8. 8. Outsourcing Social Media <ul><li>How do businesses maintain authenticity? </li></ul><ul><ul><li>If using a ghostwriter : create a swipe file of your marketing material, blog posts, etc. and provide to writer to get tone / voice. </li></ul></ul><ul><ul><li>Be engaged : review written material, provide corrections and feedback often. </li></ul></ul>
  9. 9. Outsourcing Social Media <ul><li>How do businesses maintain authenticity? </li></ul><ul><ul><li>Only outsource a portion : @ replies, personal responses to Facebook messages, etc. should still be done by you. </li></ul></ul><ul><ul><li>Only pre-schedule some updates : write the rest “in the moment” to maintain a presence. </li></ul></ul>
  10. 10. Outsourcing Social Media <ul><li>Write a social media policy guide / set of standards for your team that includes: </li></ul><ul><ul><li>Content that is appropriate for posting </li></ul></ul><ul><ul><li>Schedules for posting content </li></ul></ul><ul><ul><li>Types of updates that require approval first </li></ul></ul><ul><ul><li>Branding / messaging instructions </li></ul></ul><ul><ul><li>Links to all of your sites, etc. pre-shortened </li></ul></ul>
  11. 11. Twitter Facts <ul><li>1 billion Tweets sent per week </li></ul><ul><li>During February 2011, there were 460,000 new accounts created </li></ul><ul><li>The average Tweets per day in March 2010 was 50 million - by February 2011, the average Tweets per day was 140 million </li></ul><ul><li>Between 2008 and 2011, Twitter saw a 5000% increase in the # of people they employed </li></ul>
  12. 12. Outsourcing Twitter <ul><li>Writing Tweets </li></ul><ul><ul><li>Outsource your writing to a ghostwriter who can learn your voice and write updates. </li></ul></ul><ul><ul><li>Have team write: </li></ul></ul><ul><ul><ul><li>Recommended / referral Tweets </li></ul></ul></ul><ul><ul><ul><li>Quotes and links to pre-written content </li></ul></ul></ul><ul><ul><ul><li>Marketing Tweets for promotions, etc. </li></ul></ul></ul>
  13. 13. Outsourcing Twitter <ul><li>Writing Tweets </li></ul><ul><ul><li>Have your team recycle all of your content into 140 character updates </li></ul></ul><ul><ul><ul><li>Blog posts can be chunked down and linked back to post for additional traffic </li></ul></ul></ul><ul><ul><ul><li>Articles can be chunked down </li></ul></ul></ul><ul><ul><ul><li>Videos can be summarized and linked to </li></ul></ul></ul><ul><ul><ul><li>Portions of e-books (and print books, etc.) can be summarized, posted and used to upsell product </li></ul></ul></ul>
  14. 14. Outsourcing Twitter <ul><li>Writing Tweets </li></ul><ul><ul><li>Create an editorial calendar for your social media updates </li></ul></ul><ul><ul><ul><li>Do referrals / recommendations on Fridays </li></ul></ul></ul><ul><ul><ul><li>Schedule marketing type updates midweek </li></ul></ul></ul><ul><ul><ul><li>Schedule content rich material each day at 2-3 set times </li></ul></ul></ul><ul><ul><li>Your audience will enjoy the consistency of your updates and you will be able to pre-schedule updates far into the future </li></ul></ul>
  15. 15. Outsourcing Twitter <ul><li>Prescheduling Tweets </li></ul><ul><ul><li>Promotions / sales / launches </li></ul></ul><ul><ul><li>Upcoming events that you are involved in </li></ul></ul><ul><ul><li>Dated / timely updates </li></ul></ul><ul><ul><li>Recommended resources / Follow Fridays </li></ul></ul>
  16. 16. Outsourcing Twitter <ul><li>Prescheduling Tweets </li></ul><ul><ul><li>Have your team take content they wrote, or content you provide, and schedule per a pre-determined schedule of your choice </li></ul></ul><ul><ul><li>Have the team track CTRs (click thru rates) by putting links through or other link shortener </li></ul></ul><ul><ul><li>Use a tool like Hootsuite so you can also monitor , edit and control content before it goes out </li></ul></ul>
  17. 18. Outsourcing Twitter <ul><li>Following / Unfollowing People </li></ul><ul><ul><li>Your business should have a following and unfollowing strategy and your team should implement that for you </li></ul></ul><ul><ul><ul><li>Will you follow everyone or just select people? </li></ul></ul></ul><ul><ul><ul><li>Will you seek out people to follow or just follow people back that follow you? </li></ul></ul></ul><ul><ul><ul><li>What would be your grounds for an unfollow? </li></ul></ul></ul>
  18. 19. Outsourcing Twitter <ul><li>Brand Monitoring </li></ul><ul><ul><li>Keywords - useful if you want to engage people in conversation when they are talking about something you specialize in </li></ul></ul><ul><ul><li>Name usage - tracking your brand on Twitter allows you to provide ultimate customer service to those talking about you </li></ul></ul>
  19. 20. Outsourcing Twitter <ul><li>Brand Monitoring </li></ul><ul><ul><li>You’ll want to monitor: </li></ul></ul><ul><ul><ul><li>Business Name </li></ul></ul></ul><ul><ul><ul><li>Domain Name </li></ul></ul></ul><ul><ul><ul><li>Your Name </li></ul></ul></ul><ul><ul><ul><li>Pen Names </li></ul></ul></ul><ul><ul><ul><li>Trademarks / Trademarked Phrases </li></ul></ul></ul><ul><ul><ul><li>Major Product Lines / Brand Names </li></ul></ul></ul>
  20. 21. Outsourcing Twitter <ul><li>Brand Monitoring </li></ul><ul><ul><li>Tools to help you / your team monitor your brand: </li></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Hootsuite (create a column for mentions) </li></ul></ul></ul>
  21. 22. Outsourcing Facebook <ul><li>Writing Updates </li></ul><ul><ul><li>Many of the Twitter concepts apply here with a few key differences </li></ul></ul><ul><ul><li>Facebook has more space so you can share more content </li></ul></ul><ul><ul><li>Facebook has the ability to use photos and video captions to make posts more interesting so share dynamic content </li></ul></ul>
  22. 23. Outsourcing Facebook <ul><li>Writing Updates </li></ul><ul><ul><li>Posts can be pre-scheduled in Hootsuite’s dashboard interface (where your Tweets are done) </li></ul></ul><ul><ul><li>Long URLs can be used, if you wish, which seems to increase CTRs (click thru rates) since the link destination is visible </li></ul></ul>
  23. 24. Outsourcing Facebook <ul><li>Prescheduling Updates </li></ul><ul><ul><li>Facebook is a great place to schedule updates that request engagement from your audience or encourage sharing </li></ul></ul><ul><ul><li>As with the Twitter concepts, recycle your content and bring people back to your main websites </li></ul></ul>
  24. 25. Outsourcing Facebook <ul><li>Managing Posts & Comments </li></ul><ul><ul><li>Have your team report back to you on comments and engagement on various posts </li></ul></ul><ul><ul><li>Follow-up replies should come to you but a key to keeping it organized: </li></ul></ul><ul><ul><ul><li>Schedule a time each day, even 30 minutes, where you’ll reply personally to conversations </li></ul></ul></ul><ul><ul><ul><li>Your team can keep a list of conversations, with URL, for you in a project management tool such as Basecamp </li></ul></ul></ul>
  25. 26. Outsourcing Facebook <ul><li>Monitoring & Reporting Page Statistics </li></ul><ul><ul><li>Using Facebook’s built-in stats tools, have your team report on your page, specifically: </li></ul></ul><ul><ul><ul><li>Demographics </li></ul></ul></ul><ul><ul><ul><li>Interactions </li></ul></ul></ul><ul><ul><ul><li>Popular Content </li></ul></ul></ul><ul><ul><li>This will guide future updates / targeted messages </li></ul></ul>
  26. 28. Outsourcing Facebook <ul><li>Facebook Ad Management </li></ul><ul><ul><li>Have your team: </li></ul></ul><ul><ul><ul><li>Write ad content </li></ul></ul></ul><ul><ul><ul><li>Do split testing </li></ul></ul></ul><ul><ul><ul><li>Monitor spending and CTRs (click thru rates) </li></ul></ul></ul><ul><ul><ul><li>Provide you with a monthly report on success </li></ul></ul></ul>
  27. 29. Outsourcing Google+ <ul><li>Finding Contacts </li></ul><ul><ul><li>New users are coming on Google+ daily therefore keeping your contacts up-to-date is key </li></ul></ul><ul><ul><ul><li>Your team can go into Google+ weekly / monthly and, using your address book, find new contacts </li></ul></ul></ul><ul><ul><ul><li>Your team can also look at the recommended users and organize those people into appropriate circles to give you more people to network with </li></ul></ul></ul>
  28. 30. Outsourcing Google+ <ul><li>Organizing Circles </li></ul><ul><ul><li>Circles are key in Google+ to keeping your content relevant for the people you update </li></ul></ul><ul><ul><ul><li>Have your team strategize around the best circles for you to keep </li></ul></ul></ul><ul><ul><ul><li>Have them organize your contacts into specific circles based on criteria you provide them </li></ul></ul></ul>
  29. 31. Outsourcing Google+ <ul><li>Crafting & Posting Updates </li></ul><ul><ul><li>Using many of the previous content creation and posting tips, you should also note: </li></ul></ul><ul><ul><ul><li>Google+ allows long updates to be added - almost blog style </li></ul></ul></ul><ul><ul><ul><li>Use the long posts sparingly but do include links / images to make your posts more interesting </li></ul></ul></ul><ul><ul><ul><li>Content-rich posts that engage conversation do well on Google+ </li></ul></ul></ul>
  30. 32. Outsourcing Google+ <ul><li>Monitoring Comments & Conversation </li></ul><ul><ul><li>As with previous sites, make sure that your team is tracking updates and notifying you where your personal interaction / engagement is required </li></ul></ul><ul><ul><li>You should also schedule 15-30 minutes per day to devote to reading other people’s content and commenting -- networking is key! </li></ul></ul>
  31. 33. Social Media Campaigns <ul><li>Affiliates & Joint Ventures </li></ul><ul><ul><li>Launches / Promos / Sales - planning out all of the social media pieces and implementing prior to launch and incorporating affiliates + JVs </li></ul></ul><ul><ul><li>On-Going Affiliate Outreach - using social media to support affiliates with promoting your products / services on an on-going basis </li></ul></ul>
  32. 34. Social Media Campaigns <ul><li>Strategy & Execution </li></ul><ul><ul><li>Your team can help you organize social media campaigns that involve many pieces </li></ul></ul><ul><ul><ul><li>Write content </li></ul></ul></ul><ul><ul><ul><li>Organize the marketing calendar </li></ul></ul></ul><ul><ul><ul><li>Communicate with affiliates / joint venture partners </li></ul></ul></ul><ul><ul><li>You should also invest in a social media campaign manager to help you facilitate these larger campaigns </li></ul></ul>
  33. 35. Social Media Campaigns <ul><li>Arkli </li></ul><ul><ul><li>Used to pre-schedule blog posts, YouTube videos, Tweets, Facebook updates, etc. </li></ul></ul><ul><ul><li>Tracked by Google Analytics and internal Arkli statistics </li></ul></ul><ul><ul><li>Perfect for managing marketing campaigns that go out via social media </li></ul></ul><ul><ul><li>Has a WordPress plug-in that makes it even easier to use - right from the WP dashboard </li></ul></ul>
  34. 37. Questions? <ul><li>Ask Questions Live </li></ul><ul><li>Tweet Questions to @ErinBlaskie </li></ul><ul><li>Ask a Question at </li></ul>