By Mikal E. Belicove|For Entrepreneur.com|December 23, 2010
You can find plenty of arguments for and against outsourcing the management of your company’s social media initiatives. From ghosting your company’s blog entries, Facebook status updates and tweets to monitoring and mining platforms for inappropriate content and customer insight, some companies just find it easier to pass these responsibilities to a third-party provider.
Whether you outsource or manage everything in-house is up to you. But if your company is already outsourcing its social media work, or is considering doing so, take note of the following do’s and don’ts:
1. Do ask for references: The Internet has no shortage of self-proclaimed social media “gurus.” Make sure the individual or business has a solid track record with plenty of satisfied clients. Ask your potential social provider if you can contact any of his or her clients for their input. If they say no, keeping looking!
2. Don’t wing it: Develop a plan that includes two or more goals, and stick to it unless you have very good reasons to change course. Without goals in mind — and in writing — your efforts are likely to lack sufficient impact.
3. Do demand an editorial calendar: An editorial calendar establishes a plan of attack to optimize results and keep your content on a proactive rather than a reactive track. Be sure the calendar is flexible enough to add content when the need arises.
4. Do proof content: Personally review nearly everything prior to posting, not only for typos and other editorial errors, but to ensure the content is relevant, accurate and expressed in an appropriate tone. What may appear as a minor issue regarding how something is worded can have major repercussions if it’s open to misinterpretation. Your social media “expert” may be a trained and professional wordsmith, but it’s…
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