Social media is a hot topic. Talking about the fact that social media is a hot topic is a hot topic. And yet, many companies struggle to define ownership of their social media strategy or to even formulate a strategic social media plan in the first place.
In my experience, it typically starts organically. Someone around the table will ask, "Do we need to do more on social media?" After everyone unanimously and enthusiastically agrees, chaos ensues.
The team runs down the list: What social media channels are currently in use? Who manages those now? Who determines the content? When do we post or do we even post regularly? How do we respond to comments or likes or negative comments? How do we measure to see if what we're doing is working?
Many public relations and marketing professionals will tell you the best way to manage social media is through a dedicated, full-time position. Some will tell you outsourcing is the best and most efficient method. Ragan recently published an article outlining the case for - and against - outsourcing social media. Ultimately it comes down to the needs of your organization.
So what are the options?
Ultimately, only company leadership can decide which route is the best when it comes to managing social media. Most often, a combination of outsourcing and in-house resources turns out to be the special sauce for any successful organization's online strategy.
We want to know what you think. How does your organization manage social media, and what's your special sauce? Leave your thoughts in the comments below.
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