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As company’s race toward expanding their social media presence, the question that is stopping them dead in their tracks is whether to hire someone to do it, go at it alone or outsource the job.
The answer is not always clear. The options present very different strategies and ultimately must be decided on by what best suits your company’s needs.
Some believe it may be more beneficial to hire someone in-house.
- Through using your own employees they will have control over the messages being sent.
- There will be strict dedication to their band instead of being one of many clients.
- It can be expensive to hire and train new employees.
- Advanced technology that is essential to optimizing your social media presence is constantly changing and maintenance can become expensive.
Going it alone
- Complete dedication to your band and direct control over messages..
- With changes in formatting, coding and necessary software upgrades it can feel overwhelming to manage social media on your own.
Outsourcing your social media management
- This has made some companies nervous fearing their brand will not be given the attention it deserves being one of many clients.
- The risk of impersonal, duplicated posting and lack of interaction with loyal customers has also been an issue with some of the generic social media management companies.
- The availability of social media experts and a team of analysts working specifically for your brand.
- The use of advanced, sophisticated technology is constantly utilized to optimize client’s social media accounts.
- The cost is dramatically less expensive than hiring and training your own employees that may not be trained specifically in social media. Companies have saved over $3,000 dollars per month through outsourcing.
- We also make sure that your customers and followers are being actively engaged with constant page scanning and management.
Ultimately, only you can decide which route is best for your organization. But remember managing social media is not always a one-man job.
By now, most businesses know it is important to have an active presence on Facebook. A common mistake businesses make is creating a profile or “friend” page rather than a business page which generates “likes.” Currently, Facebook has three page options: a user profile (“friend” page), a Facebook page (business page) and a group (secret, closed, etc.). As a business or brand, you need a Facebook page.
By creating a page, you can interact with your customers more effectively and efficiently. This format is intended for business and has available insights into your page that are not available through a profile page. You’ll want these insights to determine if your efforts are successful over time and the only way to do that is to 1) start counting and documenting or 2) create a business page that does the counting for you.
Facebook users can “like” your page and become “fans.” By interacting with your fans through interactive forums and campaigns, you can deliver a clear message with consumers who have aligned themselves with your brand or product.
Facebook does have a few rules in this area. Only one account per e-mail address is allowed. As a business page, you cannot view user profiles as you could with a personal profile. You can only see what Facebook users post on your ads and pages. A business page cannot send requests to be “liked.” Pages can have more than one administrator, but each administrator must have their own account to access the “Page manager” application. By creating the right type of page for your business, you can use Facebook to interact with customers effectively.
YouTube offers businesses a channel to share relevant videos with consumers. These days consumers do their homework before making purchases so it falls on a business’s shoulders to provide the information that consumers need. If you provide dependable insight for consumers, you are fostering a relationship with them that will hopefully turn into sales when they transition from doing research to being an active buyer.
Types of videos that businesses should create can include user-generated and professionally edited, with content being the factor that will determine interest. In order for a video to be viewed and shared, you must make the content informative, enlightening or entertaining. Simply reposting your current TV ads will not generate views among consumers.
YouTube channels are easy to set-up and can easily be customized to share the same look/feel as your other sites. Once you’ve gotten started, it is important to consistently create videos and post them to your channel. We do not recommend posting six videos in one week or month and then going dark for the next five months. You want consumers to see you are adding content as it becomes relevant to them.
Important things to remember:
- Use your DBA name to help customers find the channel easily.
- Do not post commercials – people seldom watch them on TV and won’t on your channel.
- The number of video views is important on YouTube, not number of subscriptions. You need customers to watch your video not necessarily subscribe to your channel.
- Update frequently.
Social media is an influential communication channel. Consumers turn here for information about brands and products they find interesting. As a company in this space, you’ll want to optimize your social media efforts to increase the number of impressions you’ll make with consumers.
Rule #1: Be easy to find
Enhance your company's online visibility by adding social media information anywhere your website is listed, which includes business cards, letterhead, advertisements, etc. Also, your business should crosslink its website URL with your social pages in order to make it easy for consumers to find your sites.
Rule #2: Be transparent
Always use your company’s DBA name when naming your social media page, unless you are required to use an abbreviation due to character limitations. Consumers reject pages that appear to be pretending to be someone they aren't.
Remember to check the accuracy of the information on your page. This leaves an impression on visitors. For this reason, it is also important that you claim location-based social media pages and monitor those pages regularly.
Rule #3: Manage your company’s reputation
If a customer is loyal to your business, ask them to leave a review on your Facebook page, a review site or to tweet about their experience. Do not be afraid to ask.