Dilemmas of Shakespearean proportions befall many a small business owner (SBO) when faced with the question of doing social media in house versus outside. The smart SBO knows his/her strengths and weaknesses. Do you? There is a world of difference between being a talented consumer of social media and a skilled producer of engaging content.
It is not just luck to get 1000 Facebook shares or 1000 Twitter retweets. Let me step back on that. It can be luck that something your niece posted about a kitty went viral. But did it bring any customers into your store? There is engagement and there is targeted engagement. Who are the people seeing your social media marketing and are they motivated to do something in their favor which benefits you?
Outsourcing to a social media manager (SMM) provides answers, as the SMM is skilled in asking certain questions before launching a social media marketing campaign. For example, “who exactly is your prime customer?” Sorry, “everybody” is not the best response. But it is the best indicator that you need someone else to guide your business through today’s world of multiple algorithms, KPIs, ROIs, customer avatars, etc. And if you don’t know what those are— point proven.
But, I will go a step further. What are the factors a good social media manager considers in preparation before, during and after sending out those “lucky” Facebook posts, ads and tweets? They are called Social Media Metrics. Check out this article from Sprout Social. Tell me how far you get before your head explodes with data overload. https://sproutsocial.com/insights/social-media-metrics-that-matter/
And then you must respond
Social media is like talk radio. Once you turn on the microphone, not only do you need to keep speaking during your entire shift, you need to be ready to take phone calls. Social means being social. You need to be ready to respond to customers. Do you have the time?
“It’s becoming increasingly clear that investing in social customer care drives revenue. According to a previously conducted Twitter poll, airline customers would be willing to pay $2.33 more for the same or enhanced service if a social response is provided in 67 minutes or more. Even more incredible, customers would be willing to pay an astounding $19.83 more if a response is provided within just six minutes. Time is money, so start saving both by providing value quickly on social.” – Conversocial (https://www.conversocial.com/blog/the-7-most-important-customer-service-stats-for-2017)
Check out this infographic from GetAmbassador.com
Would you open your store to customers and then have no salesperson there to ring up customers? That is what you are doing when you post on social media and not have a skilled practitioner to not only respond but also know how to use the response to entice additional customers.
That’s the difference between someone who just consumes social media and someone who is skilled at making social media work for you.
To outsource or not to outsource? When it comes to social media, it really isn’t a question.