Outsourcing is never an easy option to consider, no matter what the circumstances. Essentially, outsourcing means we are handing over the reins to something we consider deeply personal. Add in the mix of emotions surrounding personal business ventures, and outsourcing becomes a whole new ballgame. When it comes to social media and deciding whether or not to allow someone else to handle our efforts, we hope we’re making a safe investment. However, what if you’re not getting your money’s worth? When is it time to get a second opinion?
Social media isn’t a one-size-fits-all business. Every different client is going to require a different recipe of channels, efforts, and emphasis and a skilled professional should be able to navigate that mix in a positive way. There are, however, instances where even a professional can get in over their heads; accepting responsibilities they know they can’t handle or are outside the scope of their expertise. It’s a side effect of human nature that we sometimes take on more than we can handle and then try to adjust accordingly, but as professionals, we shouldn’t be surprised when someone questions our efforts.
Ego plays a part in everyone’s everyday life, no matter how much we may protest that statement. Most people don’t handle criticism all that well on a regular basis, but when it is part of what we do for a living, we tend to become a little bit overly sensitive. Couple two people conducting business together who are both feeling very protective of their individual business efforts, and sometimes this can be a recipe for disaster if not properly negotiated with careful attention paid to each other’s feelings. It isn’t always easy to admit when we’re wrong, on either end of the business arrangement.
There is an importance in social media to defer to the experts, but we’ve also got to be sensitive to the wants and needs of our clients. If we are consistently missing deadlines, or delivering less than stellar projects because we don’t fully understand the scope of the business for which we’re working, they have every right to question what it is we’re doing and if we truly even know what we’re doing. Yes, we are the experts, but no one knows their business better than the client, and we may need to defer to them.
Sometimes, we become so hopped up on the money or the opportunity which we were are presented that we take jobs that we don’t completely understand. Rather than lose face with the client, we make a valiant effort and try to grasp what it is the client wants from us, and unfortunately, we fall flat on our faces. We’re so wrapped up in the title of expert in these cases that we fail to realize that maybe the client is the expert to whom we need to defer. No one can advise us on the mechanics of a business better than the owner, right?
When you’re a business that has chosen to outsource your social media, and you’re consistently making changes to what you’re being given that span further than a grammatical error, you’re probably questioning whether or not you’re getting your money’s worth. This is a valid question, and it is acceptable to ask your social media professional their opinion. A good social media manager is going to issue a forthright and honest opinion as to whether or not they’ve taken on too much or don’t fully grasp what you’re trying to do with your social media. However, there is the chance that you’ll run into someone who doesn’t possess the ability to admit when they’re wrong. It is in these cases that getting a second opinion is fully acceptable.
Asking another professional to take a look at your social media isn’t the way to go about things if you think you can get a better price, or if you disagree with the direction your professional is taking in one aspect of a multi-faceted plan. Speaking directly with your social media expert about your disagreements is not only accepted but it is welcomed. We need to know if we’re satisfying your needs, just as you need to know if you’re meeting ours. However, asking someone else about your social media if you think you’re being robbed or you’re not getting any results may not be a bad idea.
A fresh set of eyes is always an option when you’re in the social media game and sometimes, we have blinders on. We’re so attached to what we’ve done, because it comes from such a personal place, that we are single-minded when offered criticism. If your social media manager isn’t able to accept changes or criticism, get a second opinion. We both need to learn to ebb and flow with the process, and if your social media manager isn’t flowing, there is a chance that the business relationship may be unsalvageable.
For social media experts; know when to say yes and when to pass on something. Taking on a project that is deeply rooted in PR when you can’t handle it is never a good bet. You’ll wind up frustrated with yourself, the client will be short-tempered, and deadlines will not be met in a timely fashion. As a social media client; make sure to effectively communicate your needs. Your social media manager needs to know, in minute detail, what you expect. Unless you’re willing to tell us exactly what you need, we can’t be expected to deliver. The social media manager/client relationship needs to be symbiotic, and it can’t work if we’re not working together.
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