Social media helps shine a light exposing: hypocritical business policies, functions of a product/service, marketing, and sales; these issues must be solved relatively quickly, and that requires a social business strategy and resources (Wollan, Smith, and Zhou, 2010). Thus, there are a significant amount of resources that are needed to achieve any new social business strategies. These resources should be accessible, such as training resources, best practice guidelines, in-house subject matter experts, and direct managers by all employees (Li, 2010). Wollan et al. (2010), stated that a sponsor is needed to be devoted to the social business strategy because they can remove obstacles and provide the resources abovementioned. Having open leadership allows for a business to use all of their resources to help solve problems (Li, 2010). Thus, the sponsor should then gain additional sponsors or social media champion from the following departments: outside sales, customer service, marketing, product development, information technology, human resources, etc. (Wollan et al., 2010). Having all these teams as a champion or co-sponsor as key human resources adds more credibility and objectivity to the social business strategy. Then, Li (2010) said that ideally a suggestion box for improving current strategies should be placed in plain sight so that everyone’s input for improving the current social business strategy is heard.
One consideration to make about using in-house resources, outsourced resources or a combination of the two is whether or not a social business strategy is vital to the operations or just contextual. Li (2010), states that open leadership on social media strategies tends to add more work on employees, with little additional financial resources to be thrown their way. Craig (2013), states that some of the upsides of outsourcing are leveraging external expertise whiling building internal expertise, saving time and fiscal capital. If a company thinks its core to their current business strategy, human capital strategy, and human resource strategy, then it should keep it in-house. If they just think its core for just customer relations, but not core to the business strategy then it could consider to outsourcing it to a managed services company that is adept at implementing social business strategies. However, caution should be thrown when outsourcing the social business strategy because any post becomes the voice of the company and the outsourced company won’t do the business’ voice justice (Craig, 2013). At the end of the day using in-house resources, outsourced resources, or a combination of the two is dependent on the social business strategy, current company resources, and finally the social strategist sponsor’s belief that this is either core or contextual to the business.
- Craig, D. (2013). Pros and cons of outsourcing social media. Retrieved from http://www.techrepublic.com/blog/tech-decision-maker/pros-and-cons-of-outsourcing-social-media/
- Li, C. (2010). Open Leadership: How Social Technology Can Transform the Way You Lead, (1st). Vital book file.
- Wollan, R., Smith, N., & Zhou, C. (2010). The Social Media Management Handbook: Everything You Need To Know To Get Social Media Working In Your Business. John Wiley & Sons P&T. VitalBook file.