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Outsourcing social media management is a risky step , although if you dig deep enough you’ll find that at this time more companies are opting for it. Blog entries, Facebook status updates and the daily dose of tweets, not to mention monitoring and scouring the channels for customer insight, complaints and fixing any issues that arise is a full-time job.
That is the main reason why enterprises are outsourcing their social media to experts.
If you are already outsourcing social media, or considering doing so please remember about these basic “do’s & don’ts”.
Ask for references.
Make sure that the expert has a clean and solid track record, with more than a handful of satisfied clients. The internet makes it easy for some individuals to “con-artist” their way into a self proclaimed “guru” status, ask if you can contact some of his former clients and transparent content creation history.
Stick to the plan.
Can stress this enough, plan for the future, start small with 3-4 goals no more, if the need arises do some minor adjustments. Upon reaching the goals, reassess and expand. Make your social media strategy scalable.
Demand one from your content creator, it will prove to be a valuable asset. The editorial calendar will serve as a “attack plan” and will help you when optimizing content release times. Leave room for changed, do not make it set in stone. Adjust accordingly, notice the changing trends, hash tags etc.
This one is quite obvious, keep an eye out for editorial errors and typos, but don’t focus entirely on those. Make sure that the content is relevant, accurate and expressed in a style you envision your product/service in. If the content is open to misinterpretation in can and will lead into major rep-recursions – you know your business inside out, sometimes “take the wheel”. Continue proof reading until you are comfortable with the style and quality of the content.
Provide key messages and talking points.
Base them on the companies long and short-term goals, make the third party content creator aware of your CRM strategy. Keep them in the loop.
Mitigate the possibility of a potential “hostage” situation.
Create your own social media accounts, each with a unique user name and password so that you’re never locked out from your own accounts. Remain in control of your Facebook page, Twitter account and company blog at all times. Plan for the worst case scenario if you run into disagreement with your social media management provider.
Remember about analytics.
You can’t manage a social media campaign without appropriate metrics. Having detailed insight and statistics at your disposal is crucial, these will help you when making content decisions and will be a tremendous asset when evaluating your campaigns effect.