I have been debating for many moons on the topic of outsourcing your use of social media. I will be completely honest with you… I have not come to a conclusion. We have been through the process of completing projects for clients where we supported all the content creation and “fed” all of the social networks. The goal was to create a mass interest in a specific topic. There were some that worked but the majority of them failed. It was hard to look at a failing project that used the tools I loved so much.
What went wrong?
In the majority of the failed projects it was the issue of emotional empowerment behind a message. It was hard for an outsourced contractor to take the view of the actually company. It was hard for us to replicate the ideas and aspirations of another company without being intimately involved in the daily routine. This ultimately led to the creation of education and training materials to be used internally by corporations.
Implementing a successful social media strategy is inherently connected to the daily routine. Take Zappos for example: by empowering employees to tweet about their daily routine and add in information about the company… they found extreme success by creating a HUMAN identity (more about that later).
I am not going to sit here and condemn the act of ghost blogging. I can look at numerous examples where ghost blogging has worked to some extent. If you can find a company that intimately understands your emotional tie between your company, products, message, and services it may be an easy fit. I do, however, condemn the act of ghost Twittering (more on that later).
In reality, the best social media communication is done by owners and employees. If you love what you do it shouldn’t be hard to scream to the heavens about your daily routine.
It is all tied to education. Educate yourself and your team on how to use the tools effectively and productively. If education and training are done the right way (with a great strategy)… you will see an increase in brand awareness and customer support without having to spend thousands of marketing dollars on outsourced implementation.
Although, it doesn’t hurt to have support it is important that YOU have a vested interest in the promotion.
What do you think? Is social media outsourcing a viable strategy?