…with apologies to W. Shakespeare and kudos to the great Tom Fishburne for this cartoon…
Tom’s full article is at “outsourcing social media“.
So to outsource or not?
Well, one thing as a business owner or manager you should NEVER outsource is…
…your marketing strategy and positioning.
At the end of the day, that’s one of the absolutely critical decisions that will determine success or failure.
Here’s what the great Peter Drucker had to say…
“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”
So you don’t want to outsource control over these two areas.
That’s not to say you can’t outsource certain parts of your marketing…
…provided the party you outsource to understands the strategy as works in alignment with that strategy.
As a freelancer, my clients outsource a lot of their marketing communication to me.
And I write large amounts of email copy, blog posts, articles and other forms of social media comunication.
But I spend a large amount of time understanding my client and their business…
…so that I can authentically communicate on their behalf.
My aim is to produce something that the client themselves would write…
…if they had my writing skills and knowledge.
So yes, by all means outsource social media…
…but make sure you set the direction and make sure it’s in alignment with your overall business and marketing strategy.
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