Social media has become all the rage among all types of companies; whether business-to-consumer (B2C) or business-to-business (B2B), big or small, averse to technology or innovative, they are all asking the same question - what's our plan for social media?
The journey to answer that question should include outside counsel. Social marketing is a little like the Wild West where rules are not always defined and are ever-changing. Firms practicing social media have to be up-to-speed on the landscape, the newest tools and technologies, and accepted practices for their clients. Companies that are only focused on their own social media program will likely miss the bigger trends and broader perspective of firms who are working on multiple clients across many industries. In addition to perspective, the other main reason to hire a social media partner is objectivity. Social media can be emotional - because it's predicated on two-way communication, companies give up a lot of control over the message. People can, and will, say negative things about your company, product or experience; and losing objectivity in your response can badly damage your credibility in the arena. Having the right social media partner can help you avoid the land mines and guide you through the Wild West safely.
The explosion in social media demand has given rise to lots of companies claiming to have social marketing expertise to supply the services. It's reminiscent of the Dot-Com Era when there was a lot of noise and shine but not a lot of substance behind many of the promises. Entering into a partnership with a firm to develop and manage your social programs is high profile and can be either career enhancing or limiting. The first thing to consider is what you hope to accomplish from engaging in social media activities. Once that's defined, look for a partner that is:
? Interested in your objectives, not in pushing their own agenda. If they're more interested in how your account will help them than in helping your account, it won't work.
? A match to your culture. If your company is cautious about jumping into social media and averse to risk, engage with a firm that is willing to phase-in a program versus going straight from zero to 60 in the first month.
? Experienced not only in social media, but in communications in general. After all, social media is, at its core, about communications, so having broad experience across other communications disciplines like public relations, advertising, direct mail, customer relationship management, etc., is important.
? Working on multiple and varied clients. The benefits of using an outside partner is that you benefit from all of their experience and can take advantage of learning they get from other clients.
? Integrated. Whether you are using all of their services or not, social media does not operate in a vacuum so understanding how it integrates with your bigger communications plan makes all the elements more cohesive and powerful.
So, as you engage or expand in the social media space, remember this: you may be in this relationship for a while. Do a little fact-finding, ask tough questions, check-up on references and make sure it's the right fit for you and your business.
Author Resource:
M/C/C is a dallas based Social Media Firm . If you would like more information on social media firms be sure to check out this blog.
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