In the previous episode of the Weekly Marketing Cast we discussed whether businesses should outsource social media marketing. The topic sparked a healthy discussion, leading to more than 20 thoughtful comments by our readers!
Some said that real industry experts should be the ones sharing content. Others pointed out some legitimate concerns with outsourcing. Let’s continue this discussion with a slight twist: if you decide to outsource your social media marketing, who would you hire?
Don’t Outsource to Marketing Experts
Marketing experts are good at hyping product. But this is not what you need, says David Meerman Scott. You need someone who is good at telling stories. This is the backbone of inbound marketing—creating valuable content to attract visitors to your site and to convert them into leads and customers.
Hire Journalists
If you need some help with content creation and social media marketing, David recommends hiring a journalist. You could outsource to a newspaper reporter, a magazine writer or a photojournalist. “Those people know how to tell a story,” David says. They work well on deadlines and are able to tackle different stories with skill.
Who would you outsource your social media and content creation to - marketing experts or journalists?
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Carl Coddington 11:27 AM on May 30, 2011
I would have no idea how to even find a journalist.
I guess I better start looking.
Andrea Cook 11:34 AM on May 30, 2011
Who should you outsource your social media to? Marketing experts or journalists? How about whichever one, whoever is AWESOME? Just like there is no one size fits all tool for social media, there is also no one ideal type of social marketing vendor.
The brand has to fit, the message,goals, ffrequency, also all play a part in it.
-AC
Email Lists Dude 11:49 AM on May 30, 2011
I like the idea about having someone write for you that is good at telling stories. This sounds good at the surface but that will get old quick unless you are just writing new copy to write copy to get better SEO.
I still feel as if the subject matter expert is the one who can get this done. Someone who knows the subject well can really discuss the detail behind the product or services especially if they are technical concepts.
When I have a question about something most of the time it is technical or detail orientated and I don't want someone telling me a big story.. I just want answers and I want them now. If you don't give me what I want then I'll go somewhere else without hesitation.
Social media should be treated as triggers to help your overall web strategy. Social media is not there yet, it is still embryonic.
Thanks,
Email Lists Dude
toby russell 11:59 AM on May 30, 2011
some really good comments here and I agree with the concept of telling a story thats absolutely key to keep people's interest and make you stand out from the crowd
Anna 12:36 PM on May 30, 2011
You can start by outsourcing ONE part first, learn from it, and then begin to delegate more.
Anna
Social Mojo 12:48 PM on May 30, 2011
Such excellent points. If Social Media is approached with a "traditional marketing" frame of mind, you will fail.
It's all about building a community, and no community wants to be sold to. But, yes, people do love stories. (Probably goes back to childhood - makes you feel all warm and snuggly, like bedtime.)
Deborah Horger 1:12 PM on May 30, 2011
This is all terrific feedback, and it occurs to me that the opinions on how social media should be used depend upon the perspective - and industry - of the contributors.
In the hospitality industry, where I managed social media for multiple restaurants, I told stories as a means of engagement, but responded to inquiries as a customer-service rep. In the NP world, where I currently work, it's more about providing useful and timely information and also customer-service responses.
Trying to persuade new clients that loyalty comes from engagement rather than repeated sales messages has not been an easy task.
Marcelo Fernandes 2:36 PM on May 30, 2011
Once I wrote an article in Brazil, which translated would be
Journalist or Marketer, who comes first?
Main idea is, journalists know how to write but in general don't understand the products and technology and marketers understand products but don't know how to write.
So there's a new profile needed, someone with a marketing background but that knows how to tell a story.
Rgds//
Marcelo.
ps: we are launching the first Inbound Marketing agency in Brazil tomorrow.
Gerry Moran 7:39 PM on May 30, 2011
Marketers do not hype products. Marketers match the right message to the right channel to the right target with the right tone.
Jonathon Sciola 2:14 AM on May 31, 2011
A lot of people do not really understand what marketing is. Marketing is a way of seeing the world. If one comes at marketing from a sales or advertising perspective they are missing the whole picture. Is a journalist best? No, a marketer is best; one who truly sees the world Marketing. Marketing is maximising all relationships and processes of a business. http://www.jonathonsciola.com
Arun Kurian 4:16 AM on May 31, 2011
You can also try outsourcing it to copywriters or storyboard writers in ad/design agencies.
Brian Fitzgerald 8:56 PM on May 31, 2011
Don't outsource. Nobody cares more about your brand and business than you. Nobody knows more about your brand and business than you.
Kathleen O'Connor 4:13 PM on June 09, 2011
Why not outsource to a social media marketing "expert"? I've met plenty on Twitter.
I think it takes a certain type of personality to succeed in social media marketing. Generally, the bubbly, sociable types are very good with it. I hate it because I take it too personally and use it as an excuse to procrastinate. I plan to give it another shot, though, soon enough...