By Diana Mitchell
Why You Shouldn’t Hire Someone to Manage Your Social Media


From small business owners to C-suite executives, the thought of managing the social media presence of your business (or even yourself) can seem a bit overwhelming. And who can blame you? With no shortage of social media advice, the Internet is blasting messaging at you that convinces you that you should be everywhere and do everything.

Social media can seem pretty overwhelming!

Consider this: Most social media advice is written by highly experienced digital marketers. It’s their job to know these things, and the advice you might find on any given day is often written with other marketers in mind. Or in other words, it’s not written in a way that makes acting upon that advice easy.

Okay, I’m going to tell you something that could save you a great deal of money and could help you get much better ROI out of your social media investment: You should not hire someone to manage social media for your business.

I repeat: You should not hire someone to manage social media for your business.

Surprised? It’s okay, you probably should be. I’ve managed social media for global brands, small businesses and many in between. And I’ve done a great job, if I do say so myself. But as a 15-year marketing professional who has worked directly with clients in social media for five years, I have experienced or observed many different scenarios. Most of them led to the same conclusion – this company could absolutely do a great job managing their own social profiles.

Hiring someone to manage social media for your business has its advantages:

  • Rest easy knowing that your social media profiles are engaging and consistent with your brand
  • Experienced marketers can develop a social media strategy that aligns with your strategic goals
  • Many experienced marketers stay on top of trends to deliver the most cutting-edge social media solutions

But it also has some disadvantages

  • Even the savviest, smartest social media marketers can’t know your business and your customers like you do
  • The most passionate professionals truly care about your business (I know I wear my heart on my sleeve and take pride in becoming a member of my clients’ teams), but they can never be as personally invested in your business as a full-time employee
  • Hiring someone without the skills and experience to truly elevate your brand is an easy way to try and get some peace of mind, but ultimately, you get what you pay for. I never recommend cutting costs when it comes to the person who is the face of your brand, even if he or she is the “hidden” face of your brand – a subpar social media experience will kill your customer relationships, and should never be trusted to someone who lacks experience or a passion for your brand
  • There are absolutely social media marketers and consultants who have the knowledge and experience, as well as the passion for your brand (ahem *raises hand*), but hiring someone who has the skills and experience to truly elevate your brand and generate significant ROI will cost you (at least five figures a year)

Here’s the thing: You can create and share engaging content that’s consistent with your brand. And you don’t have to stay on top of the latest and greatest trends. You don’t have to be an experienced marketer. Understanding the basics and focusing on one thing at a time builds momentum. True knowledge of your customers and passion for your brand are irreplaceable.

The foundation of a strong social media presence that converts is built on mastering the basics. Most businesses aim straight for the hottest trends and skip over the essentials, so they fall flat on their faces. Focus your investment on hiring a consultant to help you devise a clear and targeted social media strategy that aligns with your larger business goals. Get training on how to master those social media essentials so that you (or one or two members of your team) can do a great job mastering the essentials for you. Be consistent and take action, and you’ll start seeing real results from your social media investment.

A good place to start when you’re mastering social media essentials is building your followers. Sign up for my newsletter and I’ll send you my free eBook with some ridiculously simple steps you can take right now to instantly grow your social following.

Photo Credit: Flickr/Paul Inkles

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