Just because you’ve decided to outsource your social media marketing doesn’t mean you can take a vacation. Just the opposite. Now that you don’t have the the day-to-day responsibilities of actually managing your social media network you can start working on an effective plan.
It is very possible you have outsourced responsibility for developing your social media marketing plan. Even so, you still need to be monitoring what is happening; what is working and what is not having the desired effect. This is YOUR business we’re talking about. You would close your eyes to what’s happening inside the warehouse, office or supply room, why would you think you could do it with your social media management?
As a social media manager I am constantly monitoring the social media properties I am responsible for, but so are my clients. This is good. I don’t want to be working hard on a program they do not want or support. I want to be doing exactly what they want me to do, on a daily basis. My goal is to deliver results, but I need to make certain they are the results they are looking for. If a client doesn’t check in with me regularly, letting me know what they are happy with, what they want me to alter or how they want me to respond to certain things, I can’t deliver what they want.
Outsourcing is not a bad idea, especially when it comes to social media. It is likely that your current employees already have enough to do without adding the burden of social media management. And don’t think social media is something you can just set and forget. It needs daily attention, constant monitoring and quick response time to handle questions, comments and items that are posted on your Wall, feed or in your stream.
I would like to think everyone who is currently using social media to market their company, their product or their brand, understands the importance of monitoring their social media network, but unfortunately experience has shown me they don’t. I am constantly asked for advice to make a social media marketing campaign more attractive, more engaging for visitors and more effective. I can definitely do that. But although they might outsource the majority of this work to me, the client still needs to take ownership of the work I am doing by making certain it fits with their plan.
Just because you’re bringing a new party on board doesn’t mean that it’s hands off for you. When shifting responsibilities, it’s vitally important that marketers be deeply involved in the transition. Your new social media manager is experienced in their area, but they still need to know a lot more about your company before they can start generating the results you want.
Speaking of results driven campaigns, the more specific you can be with your new hired gun, the more targeted results you’ll achieve. Start with macro goals and drill down into the micro details. Don’t be afraid – talk ROI with your social media manager. Talk about YoY growth. If they don’t know what you’re talking about – it’s time to start looking for another candidate.