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Feb. 11, 2013

5: Fire Your Social Media Consultant!

5: Fire Your Social Media Consultant!

Stop outsourcing your social media to consultants and agencies who put a black box around your social media. Instead, start thinking of ways to own your social media strategy and insource your social media activities.

 

Transcript

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take, take, take, take enjoyment. Welcome to social business Unplugged, Helping you understand in plain English how to best leverage social media for your business. And now here's the founder of Windmill Networking Meal shaper. Greetings, everybody, this is Neil Schaeffer. With the fifth episode of Social Business Unplugged, we are now well into February of 2013. And how's it working out for all of you? You know, I recently spoke at a conference, and it's always fascinating to hear the stories that businesses have of working with external resource is for their social media. And that's why the name of this episode is fire your social media consultant. You know, in all honesty, I took a course very ever early in my career, and I talked about this in an earlier podcast of actually not implementing social media on behalf of other companies, because I truly believe that it is something that should be done by that company. If they really want to get the most effective use of social media, it really is a no brainer. Now I understand there's a business reality that company just don't have. The resource is don't have the time and Therefore they want to hire an intern or outsourcing. What have you and I think that there are good ways of outsourcing it, but the problem is 99% of the businesses I talk with if they're outsourcing it, whether it be an agency or consultant, what have you there are not doing it with the right people? In the reason is, everybody is trying to get their hands in the pots or the perceived pot of gold that is social media. In other words, whether you're a marketing agency, well, we came to your social media to ah website development company. We do Social Media s CEO cos Yes, we can do social media content, marketing companies the latest rage. We do social media as well. And the problem with all these are they're not specialists and social media and they do business in a way that's very similar to how they would do it, whether they're developing a website or doing. SCL had some great conversations, which in small businesses one business they wanted toe get access to the Google analytics of their website. One business said it was gonna cost them money to get that code input in the website, which any of you if you're familiar with Google analytics, it's just copying and pasting one line of code. The other companies said, Well, we want to get Google Analytics access. They're not giving it to us or they literally will not give us access to the FTP servers that we can start to transfer data that we may want to put on another website. What have you, in other words, black box very similar to Seo companies. And you know, there are some reputable eso companies out there that are not using blackout techniques, but the problem is the same thing with this website development. It's the black box. Well, we're paying you several $100 if not a few $1000 a month. What are we getting from you in terms of how well you're doing the S e o for us and a lot of companies air just blindly throwing away that money. There may be random reports that they get, but the feeling I got and I continue to get from a lot of businesses is they just don't see the R y of that expense social media, the exact same well We're paying an agency to do our social media. We really don't know how well we're doing, or one of my favorites was a company that actually used an agency that they use for paper clip campaigns to acquire. Facebook likes for a campaign, and now they have a page with one or 2000 likes, and they just get zero engagement. And the reason is that the people that like them are completely irrelevant to the market. Here's the thing, and sometimes I feel like the Robin Hood of Social Media. I need Thio help all these companies, and this is what I do. I have this social media coaching service, which is almost like having an expert Social Media advisor on call. And I think that's what really works best for a lot of these small businesses that I work with. But here's the thing. Number one. You have to own your strategy. You can't expect these companies to build a social media strategy for you because even if they do, there's a conflict of interest. They just want your money. So they're gonna write into the strategy whatever they're going to write in in order to be able to get money from you. I mean, that's why they're in business. So you if you're going to outsource, you need to be able to manage them by one. Owning the strategy and in terms of owning the strategy, you need to educate yourself on social media. I met one gentleman, small business owner. You know, a lot of the terms that I brought up in my speech. Like R. S s Facebook fan gating. These were terms, even hash tag, right? These were terms that were completely foreign to him. And I realize that there's still a lot of small businesses that are like that and a lot of executives and companies maybe not Fortune 500 companies, still very large companies who just aren't themselves active on social media and therefore they don't understand it. If you don't understand the basics, you're not gonna be able to create a strategy, and you're not gonna be able to manage these external resource is which is always why I say, Look, can't you insource your social media ask around? Who in your office is very, very proficient using social media now using social media for a personal use versus a professional use our two absolutely completely different things. But if you can find someone, I don't care how old they are. But if they're an active user of a certain platform, have them sit down with you for 15 minutes, 30 minutes by them lunch. See what they do. Ask them questions. I think that's going to give you a really good understanding. And I do believe as many of you already know, social media is not rocket science. It's teachable. And if you have good, obviously business acumen, you can learn social media and become very proficient at it. It doesn't need to be a full time job, either. So for those companies that are outsourcing to the wrong Cos. Or not managing the process, it doesn't cost a lot of money or doesn't have to eat up a lot of time to have someone internally doing it for starting at 15 minutes a day, 30 minutes a day. I know companies that I've worked with where I created their social media strategies, the insource it to the point where every day of the week they have a different person. Managing their social media channels makes him more authentic, right? They insource block post what have you So the title of this episode is fire your social media consultant because most of them are not teaching you anything. It's a block box and they hold the power by not teaching you because the more you know, the more you realize you may not need. Their service is because most of them are doing very, very basic thing. If you look at what a lot of these social media people have on their websites X number of tweets, X number of follows, its very random it's cookie cutter, and it's not gonna lead to success for your company. So if you want to be successful in social media, and that's what this podcast is really all about, social business, unplug telling it like it is a social media consultant myself. Really think twice and ask yourself some serious questions if you're hiring someone or outsourcing your current social media. If not, I hope you're successfully insourcing. If you haven't, now is the time to start. Thank you once again for listening. I hope that you'll rate this on iTunes. Follow me on social media Neil Schaefer, women that working not calm. Make it a great day. Bye bye. You've been listening to social business. Unplug with meal shaper, social media author, consultant, speaker and university professor. If you'd like any specific topics covered on future episodes, or if you'd like to be interviewed forthis podcast, please connect with meal by email. Kneel at windmill networking dot com on Lincoln at Lincoln dot com slash in slash meal Schaefer and on Twitter at Neil Shaper, please also visit windmill networking dot com for daily social media for business updates. Thanks for listening and make it a great day.