Business is serious about social media. So, we've naturally seen an uptick in mishandled social media situations. How can you avoid being another poster child for Facebook faux pas or Twitter slips?
Put the work in on the front end. No excuses. Learn about the media, create a strategy that integrates with your other programs (PR, direct, events, etc.), develop an operational plan, and work to help develop strong but reasonable policies and procedures for the organization at large. Then and only the, you should consider outsourcing to a seasoned marketer who also happens to be knee deep in social media -- all social media.
If you don't know enough about the media to use it yourself, you shouldn't be messing with it for your business or client. You also shouldn't expect that you'll be able to manage someone else who's messing with it.
Outsourcing in the name of focus on core competencies is Lean Business 101, Social Media in the name of reaching your actual market with relevant content, offers, and messages is both Green Marketing 101 and Marketing Communications 101. But, when the two are combined and handed off to a third party with more expertise in Facebook than in business, well . . . all you get is this cartoon. And, of course, a waste of budget and resources.
This gets to the question: Which came first, the Strategy or the Tweet? Social media presence with no integrated marketing strategy is just silly.
(BTW --I wish I was as clever as Tom Fishburne ... "Marketoons?" ... Brilliant!)
Enjoy Tom's talent, and have a great weekend!
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