CMOs are Choosing to Activate Social Media via In-house Resources
I’m surprised, but pleasantly surprised that over 65% of surveyed CMOs are choosing to go in-house for their social media work. It’s the right choice for several reasons and there are a few money quotes below.
Social Media should be managed in-house because:
1. It’s cheaper. You can hire a “Community Manager” for half of what it would take for an agency to manage the business.
2. It’s faster. If you have someone in-house who is intimately involved in the brand and the company, you will be able to react to opportunities and challenges faster.
3. It’s all about the content. Agencies are probably more skilled on the technical side, but let’s face it - pretty much anyone can figure out how to use Twitter, Facebook, Flickr or blogs these days. But not everyone can get the content right. And if you need some Tech help, outsource it for a couple days or learn it!
(Found this piece via @daveknox )
114 CMOs responded:
65.6% In House
15.6% Interactive Agency
9.4% PR Firm
9.4% Social Media Agency
0% Creative/Ad Agency
“With all the chatter in the industry on social media and all the agencies scrambling to stay relevant through social media, the combination of our internal marketing expertise and hiring millennials in our group that understand social networks, is working well.”
“Our strategies for engaging our consumers and differentiating ourselves have not changed. Social media is simply new channels for us that we have incorporated into our marketing mix”.
“Social Media is changing the way our entire company works and engages with stakeholders. It’s not a marketing initiative but a company wide initiative.”
“We looked at a few social media agencies but they understood social networks but not our industry or customer engagement insights for our products.”
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