Updated: Jun 25
Should you hire someone specifically to manage your social media?
That's a tricky question to answer. The short answer is yes, and the long answer is, maybe? It just depends. Social media is perfect for marketing your business. The critical thing to remember is once you start, just like email marketing, you shouldn't stop.
I suggest managing your company’s social media posts and interactions in-house first. Your followers will enjoy your posts and interactions best when you or someone within your organization does them.
Social media should be fun, not 'salesy,' and authentic. When someone else posts on your behalf, it will take a long time for them to know how to be "your kind of fun" and learn to speak and interact the way you would, especially if your business is smaller.
Suppose your customers are mainly interacting with your business on social media. In that case, they'll want to feel that they are interacting with you or your employees, not someone they will never talk to personally.
If that means that you are only spending a small amount of your time on social media due to factors that cause you not to be able to (or want to) be on social media often, then that's OK, and it's better than having your channels put out posts that don’t make sense.
But before I turn you off hiring someone outside your organization, let me continue as there is a place for such a job and a much-needed one!
Follow the 50/30/20 rule:
Have fun 50% of the time
Be helpful 30% of the time
Spend 20% of your time fostering growth
The “fun” and “helpful” portions need to come from the owner, manager, or someone who's invested deeply in the business and isn't going away anytime soon. The foster portion still needs to represent your 'tone and voice' but can be generated and posted by anyone.
That said, it’s ok to break these rules sometimes. For example, suppose you own a business like a restaurant or an office-type setting, someplace where customers can see that posts are coming from different people within the organization. In that case, the fun and helpful posts can come from those individuals, but they are still in-house.
Fun posts are usually created and posted on a whim, so having a 3rd party company post these on your behalf isn't valuable since the excitement has often passed by the time they post it.
But some pictures, such as food or bulk images of parties, etc., these types of posts can still hold fun and excitement later in the week when they eventually get posted. So, as you can see, the rules can be bent. But 8ish times out of 10, when done in-house and at the peak of its excitement, those posts are preferable.
That’s where someone like our group comes in! There’s a lot to learn about social media, such as How to Go Viral on Social Media, what platforms to use and why, and so on. That’s where a professional can come in.
In-House Social Media is Inevitable
If you don’t like social media (uh, I don’t like social media most of the time–shhh, don’t tell anyone), then make your plan of action simple. You could find someone who wants to do it for you, but as we all know, people come and go, and you (as the owner or manager of your small business) will always care more about your company’s growth than anyone else. So, at some point, social media marketing will fall in your lap. It would help if you considered planning to accommodate your needs when managing it, even when someone else is doing it alongside you.
Here's what I do and what I suggest my clients do:
Develop a plan of consistency with a mood board. A mood board is going to KEEP YOU, SANE!
In conjunction with a mood board, you’ll want a social strategy and guideline of who, what, where, when, and how to post. If you can develop these essential elements, you will be successful.
Who’s going to do it?
What will they post?
Which channels will they use?
When will they post it?
How will the posts be written, and how will they look (they should follow your mood board)?
You don't need to spend all day on social media if you don't want to. Just be consistent and ensure content is quality-driven over quantity-driven. Consistency and quality, forget quantity!
How often to ‘plug in’:
You will want to check on social channels daily to communicate with your followers, but that doesn't mean you have to get crazy with it. Learn more about commenting on social media and how to get your followers to see your posts.
You will want to get on once a week to look things over to determine what’s working and what isn't (I’m talking about analytics). You’ll need to study how things went and make notes about them. Adjust your strategy plan every quarter if required, but don’t do it too often.
And you will want to get on once a month to schedule posts in advance. Use something like Buffer. It saves a lot of time or use Facebook’s built-in scheduler.
And there you go! Good luck, and let me know if you have any questions.
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