Many brands and companies ask "Should we outsource our social media management to an agency or keep it in-house"? Presentation by: www.theonlinecircle.com Images by: www.shutterstock.com #lucioribeiro #onlinecircledigital www.theonlinecircle.com

1. SOCIAL MEDIA MANAGEMENTSOCIAL MEDIA MANAGEMENT
To Outsource
Not to Outsource?or
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2. These days, the question
isn’t if social media needs
to be managed...
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... the question is why,
how and by whom?

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THE WHYTHE WHY

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The Why is a mix of
your business and
marketing objectives...

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... and the conversations
already happening about
your brand.

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For example, do you
want to increase sales?

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Become a
thought leader?

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Or, perhaps, provide
customer service?

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Meanwhile,
is your brand being
attacked online?

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Or does a competitor
have a strong online
position?

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Once you know the Why,
the How and Who
become clear.

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THE HOWTHE HOW

14. Take a structured
approach to your
social media.
FLICKR: JARED TARBELL www.theonlinecircle.com

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For example, the ‘3Ps’:
Promote.Protect.Prepare.

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•
after hours
•
audit
•
crisis management
•
KPIs
•
management
•
monitoring
•
objectives
•
training
Prepare.

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•
business integration
•
education
•
monitoring
•
reporting frequency
and structure
•
software integration
Protect.

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•
campaigns
•
daily community
management
•
promotions
•
technical
developments
Promote.

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This way, you’ll minimise
risk to your business.

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THE WHOMTHE WHOM

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Like any game
of strategy...

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... there are
best players for
different roles.

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So the agency with a
talent for the creative...

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... may lack experience
in managing a brand’s
reputation.

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Resources permitting,
most brands should do
community management
in-house...

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... with strong and active
support from their
customer service team.

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For all other social
activities, involve
a digital agency.

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And, for consistency,
whoever manages
the brand’s social
media activities...

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... should also manage
the brand’s paid strategy.

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Handy cheatsheet:
Senior Leader In-house Digital Team Digital Agency
Prepare
and Protect
Business Vision Set Champion Adapt
Corporate Behaviour Champion Lead Educate
Corporate and business integration Champion Lead Co-lead
Develop Digital Governance and
Process
Approve Co-lead Lead
Technical Scope and Integration
(Softwares for Monitoring, Publishing,
CRM, Management and Ads)
Approve Co-lead Lead
Digital Strategy Approve Champion Lead
Digital Innovation Champion Coordinate Lead and Educate
Digital Education Champion Coordinate Lead
Promote
Social Media Ads buy ------------- Approve Yes
Manage Promotions ------------- No Yes
Manage Daily ------------- Yes No
Measure Receive Yes Yes

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Wrapping up...

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... right now,
companies with
the most effective
social media
communications...

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... are those with
internal and
external people
collaborating.

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Remember:
social media is not
a threat...

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... it’s the opportunity
to become a truly
social business.

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