Despite the fact that Facebook celebrates its tenth birthday in 2014, many of us are still grappling with social media as we continue trying to find the best ways to make it work for us.
The larger our business is, the more complex the process can become. Smaller businesses often have the advantage of starting with a clean slate and so can creatively weave a magical story to depict their brand, whereas the more established and well-known organisation will have a pre-existing customer base that requires gentle handling.
It's safe to say that we can all now agree on one thing, however, and that is that social media isn't going anywhere. But a short trip onto any social platform is likely to send a newcomer into a state of abject panic, with talk of "serious errors that businesses make" and "getting the voice of your company heard" seemingly littering every timeline. With this in mind it's completely understandable that many opt to outsource their social media activity.
When all is said and done, businesses should concentrate on one thing: their business... right?
Right.
So if you are tempted to let someone else shoulder your social media burden, here are a few questions to ask in order to ensure they are suited to the vitally important task in hand...
1. What do you know about my business and my industry?
Seriously... No organization can prepare a comprehensive and all-encompassing proposal to run your social media campaign without a sound understanding of what your business is all about. They should at least have conducted some research online to find out who your competitors are and what current conditions are like for you out there. If they haven't, then almost certainly you're going to get a 'one-size fits all' service that isn't personalized or pertinent.
2. What business experience do you have outside of social media?
This is a bit of a hot potato amongst many social media 'experts', but if you're going to let someone have free rein to post updates on behalf of your company you really need to know how business-savvy they are. "I've spent three years studying Facebook" doesn't really qualify in the same way as "I regularly generated over $5 million per year in sales revenue for my former employer". Anyone with a sound background and experience will appreciate that building real business opportunities extends beyond increasing Twitter followers and Facebook page 'likes'.
3. What will I get for my investment?
Ah... the old 'ROI' question! Because I come from a business-to-business sales background, I'm used to performing to targets. It's only reasonable, right? If you're going to spend money you want to know what you can expect in return. If however you get a fudged answer whilst the other party fidgets nervously in his or her seat, then be suspicious. I'd be looking for something along the lines of this:
You: What will I get for my investment?
Mr. Social Media Expert: What are you looking for?
You: More sales
Mr. SME: I can guarantee increased brand awareness, which in turn should impact positively on your sales. Transactions don't actually take place on social media, but where they take place isn't important. By raising awareness we'll be sending more prospective customers in your direction.
That's realistic, and makes a whole lot more sense to a business than "10,000 Facebook likes and a pretty Twitter page"
4. How do you see this working out long-term?
If you're greeted by a blank expression followed by a request for clarification, be concerned. You see, an ethical agency will be keen to impress on you that your company must learn to run its own social media activity in the long-term. Whilst platforms may come and go, the reality is that web 2.0 saw a new dawn in the way we communicate with each other, and that is something that businesses need to accept. It's entirely understandable that your company may need hand-holding to start with, but a principled partner will be keen for you to find your feet and venture out on your own in time.
Social media isn't a fad, and it most certainly isn't irrelevant, so please be careful that you select the right partner if this is an area you're looking to outsource.
Your online reputation will quite literally be in their hands.