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So you’ve made the decision to launch a social media campaign, but now, who’s going to manage it? Do you do it yourself? Do you outsource to a marketing firm? Or do you take on a new staff member with social media experience?
There’s really no right answer. Each association is different, and this decision highly hinges on your current resources and your goals for the future. Below, we’ve explored the pros and cons of each in hopes of helping you make this decision an easy one.
DIY (Do it Yourself)
Because it’s the most affordable and convenient choice, many companies will start out managing a campaign themselves, only to find out that they don’t really know what they’re doing. While you do have complete control over your message, you need to be sure that either you or someone on your team knows the tactics needed to reach your audience and track the results of your campaign. If you have a great message but you don’t know who it’s reaching or what you’re getting from your campaign, what’s the point?
Outsourcing to a marketing agency or consultant
Although this can be a pricey alternative to running your campaign yourself, outsourcing your social media can greatly lessen the stress that comes along with starting a campaign and running it correctly. Most agencies make it a point to keep up with social media trends, meaning, as the scene changes, they can adapt your campaign to fit the needs of your audience. If you do decide to go with a firm or consultant, be wary. Anyone can say they know social media, but if they don’t have tangible results to show you, keep looking.
Adding a staff member
Adding a staff member who’s already ingrained in social media is an investment. However, it can be a smart choice for associations thinking long-term, because you get all the control of running a campaign yourself, plus the experience of someone who uses social media everyday. Not to mention, this person will be personally invested in your success as their job depends on it! Once again, unless you’re willing to spend money to train someone, look for a candidate who can prove that they’ve used social media successfully to produce results.
No matter what you decide, it’s important to remember that your goals and resources may change. Flexibility is key in helping you find the right social media strategy and person or company to execute it.
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