Having a scoot through my Twitter feed this morning I spotted a tweet offering to ‘manage your Twitter and Facebook posting’. Those of you who know me will be aware that I don’t think that outsourcing your social media posting is a great idea. In fact, go further than that – I think it is a really bad idea.
If you ask someone else to post on your behalf you’re asking them to understand your business and to be able to speak for it. Now that might just work if they were only handling your account but if they take on outsourced social media they will be running a whole load of accounts. Be realistic – can they really understand all these businesses? If they understand the sector you’re in they may well be posting for your competitors as well as for you. If they avoid that conundrum then they will be trying to get their heads around several different sectors – plumbing followed by financial services followed by hairdressing. If your financial advisor came along and offered to install central heating whilst she was there would you go for it?
And what does your phantom poster do with responses? Do they reply or do they ignore them? What about problems, complaints? If they have to refer them to you how long will it take before there is a response?
Anyway, being broad minded I decided to take a look at the website of the company offering these services. They are charging $15 a month for 5 hours posting – that should be the first alarm going off – I don’t know about the US but that is so far below minimum wage as to be a joke so either they are having you on about the number of hours that they are doing or they are employing slave labour – would you want either to front your business? Next I took a look at some of the accounts they are posting to – and that is exactly what they are doing. Marketing tweets, the occasional retweet (other accounts of theirs?) and the odd inspirational quote thrown in for good measure. No engagement, no relationship building.
Now before you say it, I know that there are businesses out there who manage social media for their clients and who offer a professional service but I still hold to my view that it is unlikely that an external business can really build the social engagement that you should be looking to bring to your organisation. Anything less than that just isn’t social.