A team approach: when outsourcing makes sense.

• Author: Adams, Jillian
• Position: SOCIAL MEDIA - Interview

SOME PEOPLE BELIEVE THAT SOCIAL MEDIA CANT BE DONE IN A TRANSPARENT AND EFFECTIVE WAY IF IT IS OUTSOURCED. However, others believe that a third party can be a valuable resource. Agencies can help in a variety of ways such as building and launching a page, content creation, monitoring, developing contests and growth strategies, and also through analytics and reporting. An agency may or may not be right, for you, but here are some considerations:

* How much time do you have?

According to Social Media Examiner's 2012 Social Media Marketing Industry Report, most marketers spend at least six hours per week on social media marketing and some spend up to 20. Of course, the more sites you use, the more time you commit. Content can be used across different platforms, but the messaging should be tailored to each site.

* Can you maintain your effort?

Social media is ever-evolving. Face-book normally makes at least one big change annually and many small ones in between. Facebooks latest change was the switch to Timeline. YouTube and Twitter have each made design changes in the last year, and LinkedIn has expanded its offering to include more custom elements. Then, let's not forget about emerging sites to consider such as Google+ and Pinterest.

* Do you have someone dedicated to social media on staff?

Hiring for social media specialists and digital marketing strategists is on the rise, but selecting the right person can be a challenge. Someone may be capable of creating content and monitoring your sites, but can they also design and program branded elements? Each platform has its unique opportunities for customization with varying levels of complexity. While you may find an intern or recent grad who has a head-start on current social media technology, they may still have a lot to learn in terms of strategy, branding and communication.

* Whom would you partner with?

Keep in mind that partnering with an agency doesn't have to be forever. While some may prefer to allow an agency to handle everything, others may choose to partner with an agency during their roll-out phase or on a project-by-project basis. However, should...