Best Practices for Outsourcing a Social Media Manager

August 19, 2009 by Jeune Ortiz

With the explosion of social media, most marketers agree, Social Media Managers are here to stay. Recognizing that the social horizon contains endless networking and marketing opportunities, many businesses are making room on the company roster for their own SMM. Smaller companies who don’t have the budget to hire someone in-house are forced to outsource this crucial marketing component.

If you’re thinking about outsourcing, be aware that there are big differences between an in-house and outsourced SMM. The outsourced professionals may or may not be exactly what you’re looking for. Make sure your reasons for hiring an outsourced SMM follow best practices.

Good reasons to outsource a social media manager

You need to know what is happening now

SMM’s have lots of tools and software to scan the social horizon looking for things that you should be aware of. These things include customers talking about you (good and bad), as well as news and updates that affect your industry and/or clients. An outsourced SMM can compile this information so you can use it or address it right away.

You’re not sure what social site is the best for your company

Not all social sites are created equal, and not all of them can help you achieve your social media or online goals. An experienced SMM can help you determine whether you should be on Twitter and Facebook, or Mixx and Reddit. There are literally hundreds of social sites. Some are great, and others are a waste of time.

You don’t know where to begin

SMMs can prepare and execute a social media  plan to help you achieve your online goals. If you need to build your list of potentials, your SMM will help you build a campaign that will get you hundreds or thousands of targeted subscribers. If you have a new product and want to get the word out, an SMM will devise a different strategy.

You need people to know you exist

An SMM with Search Engine Optimization experience can help you rise through the organic rankings by combining social media channels with traditional SEO methods like content creation and link building.

Bad reasons to outsource a social media manager

You don’t have time to talk to all those people on all those networks

If you want to do social media right but don’t have the time, you should consider reducing your social network obligations or hire someone in-house manage them for you. An outsourced SMM is typically not the person you want creating “statuses” and “Tweets.” Many a company has been found “faking” their social interactions and the backlash can be devastating.

You have bad reviews and you need someone to say nice things about your company

Ignoring customer complaints in a social forum is a suicide mission for your company image. Reputable SMMs are not in the business of concealing your shortcomings. If this is your problem, you need to hire someone with the power to speak for your company in a public forum and handle each complaint in the open.

SMM’s take on a huge liability when they speak for your company.

If there is a bad review about your company, you need to address it as soon as you can, and the response should be from someone familiar with your policies, and empowered to “fix” the problem.

You want to build deeper relationships with your community

While this is a great reason to enter the social network scene, community building and other consumer outreach programs are better suited to an in-house SMM. An outsourced manager may not have the product, service or policy knowledge needed to develop deeper relationships with your customers. Again, when you need someone to speak for your company, that voice should be from someone within the company.