Comments on: Don’t bring your social media completely in-house Social media business strategies blog Fri, 12 Jan 2018 05:21:00 +0000 hourly 1 By: @Kimota Thu, 12 Jul 2012 02:43:13 +0000 Gonna disagree here. Although it's not black and white, and there will always be a place for consultants, those businesses that move towards a social model will go the distance. Sure, there's a transition period where trying to weave social into existing roles is met by walls of inexperience and complacency.

But the same was true when phones and email were first introduced into the workplace. Took a few years, but those walls soon disappeared.

Social should be woven through a business in exactly the same way as email and phones are. They are simply alternative communication tools, that's all. So yes, sales teams should have access to social. Support teams should have access to social. Management, marketing and other teams should have access to social.

And it will happen.

Where consultants and agencies with their higher skill will still be necessary will be on defining specific campaigns or strategies – just as businesses will call in a telemarketing consultant to devise or optimise new sales scripts, or an agency will design an innovative email marketing strategy.

But that doesn't take social away from the business any more than agencies and consultants should handle every phone call or email. There's overlap and areas of expertise. But the business of the near future will be social and talking to customers on Twitter will be as natural as picking up the phone, regardless of whether it's part of an expertly designed campaign strategy or not.

I'm a little tired of agencies and consultants trying to claim ownership of social media as unknowable magic and pixie dust best left to the experts. Not saying that's you, just that it's an attitude I hear regularly and rather resent.

Of course businesses should bring social in-house. Those that don't will lose in the long term. But that doesn't mean there isn't an important place for consultants and agencies still.