Outsource the Set Up. Outsource the Training. Outsource the Advising. Outsource the Data Management and Measurement. But don’t outsource community management. And upper management should be participating. Why have people working with your customers who A] Don’t work for you B] Possibly have no buy in regarding your mission or product C] Have no skin in the game if customers get pissed or angry. Is that who you want the face of your company’s front lines to be? An Advertising/Marketing Agency?
When I pursue clients I pursue clients I want to work with. I won’t work with someone just because I want billable hours. If I believe in what they are doing I want to work with them. I can then ethically and emotionally represent them.
My client in Southern California has many fans on Twitter who now follow Sky Pulse Media on Twitter. They know that even from Upstate NY and Vermont my 17 years in Los Angeles and Orange County and my buy in, that I am truly part of that brand vs just a hired gun. How many agencies who run Social Media Communities can say that about what they do? Think about it before you out source.