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Just Friends, Dating or Married?

November 22, 2010 · · Google+

Can social media be outsourced? That’s the question raised by Olivier Blanchard in his post, “Stating the obvious.”

I read Olivier’s post early this morning, yet never got back for the comments.

Olivier’s tweet late this afternoon to Chris Abraham‘s  posted comment helped round out my thoughts on the discussion.

Chris begins:

Outsourcing to an agency is like hiring a wedding planner so that you can actually enjoy your own wedding and guests.

The bride and her family choose the planner and the planner works with the family until everything is right, but when it comes to the ceremony and the reception and all the details, a majority of the staffing and operations are taken care of by other people

The following is my comment in response to the analogy Chris used:

I’m with you on this one Chris and appreciate the wedding planner analogy. However, a wedding ends the day of the ceremony. Where does the planner go then?

My clients are advised at the time of our proposal that we are in this for the long haul; in sickness and in health, if you will.

What if the business doesn’t “get” social? Are they consigned to wait in the wings, always the bridesmaid, never the bride? Are their friends and family to stand silent knowing disaster lies ahead and let them fail? I don’t think so.

As a trusted partner/adviser in the business relationship I meet my partner/owner where they are, not where I think they should be; or even where I think they might be. Together we venture forward as a couple/team—each partner learning the nuances and idiosyncrasies of the other. In time, we’ll share mutual friends and learn to complete sentences of the other.

I believe it is possible for a business to outsource their web marketing—including social networking—to a partnered representative.

Maybe I can’t outsource my presence for Thanksgiving dinner (Olivier, Point #2) or a wedding.  But, I can choose my  partner.

What do you think? Do you outsource social media? Would you consider doing so?

Photo via Flickr: Carlos Mendoza

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  • http://twitter.com/thebrandbuilder Olivier Blanchard

    Good point. There’s a campaign mentality and a program mentality. In terms of a campaign, take Old Spice. Could W+K (the agency behind the Old Spice Man concept) manage an Old Spice Man account? Sure. They could take care of all of Old Spice’s SM needs. For a while.

    Then what?

    Do the agency and P&G live happily ever after? Does the character die one day, when the next campaign comes along? Do you think people want to talk and listen to an agency that represents a brand? Look at the difference between people who follow and engage with the Ford accounts vs. people who follow and engage with Scott Monty. People here want to connect with REAL people who work for the companies and brands they represent. Not an agency proxy or a character.

    • http://SweetTea-StraightTalk.com Kathy Drewien

      Agree. Real people want to connect with real people. Sometimes real people are so freakin’ busy they welcome a relationship where customers can be served by other real people – even if it’s 3rd party. Such a relationship only works when there is a partnership. If I get the sense a business owner is gonna play around with a campaign, I’m not getting married.

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