Benefits may not outweigh outsourcing social media
Your marketing and communications department may rely on various public relations companies. PR agencies provide businesses with critical social media support, creativity and connections. However, social media, when managed or co-managed internally, may offer many additional benefits.
Here are four benefits to keeping social media in-house:
1. Easy access to photo/video opportunities.
As social media continues to become more and more visual, it’s critical that someone from the inside is able to capture photos and videos for social media. This will ensure your social media efforts follow current trends and offer a level of authenticity that cannot be achieved through an external partner.
2. Seeing opportunities from the trenches.
While PR agency partners are often the right hand of internal staff, the internal staff will be privy to what’s happening all day, every day. For instance, in retail, insiders can immediately share updates about a new stock of product. In real estate, insiders can instantly share when a new listing is on the market. It’s much easier to share updates on social media immediately, opposed to sending an update to your PR partner.
3. Direct access to others.
Internal social media managers have access to others who can help drive the social media strategy. For instance, if the company is doing a video series, the internal team will know quickly who to interview, and they will provide a familiar face in making the request.
4. Finding a hybrid between in-house and agency.
While managing social media in-house has benefits, it’s crucial not to overlook the value of an outside PR firm. Outside agencies have teams of social media experts who are actively working with multiple brands and observing macro trends. Make sure that your PR agency partners are in the loop on your social media efforts. Collaborate to find your voice and position.
For all of its social media clients, Axia Public Relations shares access to social media accounts and software so they can mutually contribute.
As external experts, your PR agency partners provide strategic guidance; identify opportunities you may have missed; and offer training to help the internal team master the tools. Check out some expert social media advice with Axia’s e-book The Essential Social Media Management Guide today.
Julie Miller is a marketing and communications professional, working for more than seven years in the industry. She primarily works in the technology and education sectors and specializes in digital marketing and communications. Julie has been with Axia Public Relations since November 2015.