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September 15, 2011


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Outsourcing social media reminds me of professional services marketing of yore. In those days (and for some firms, in this day), marketing was "someone else's job." Social media sounds similar. The missing link is relationships. People can absolutely develop legitimate relationships through social media -- but not when one person in the relationship is essentially a straw man or woman. People are getting better and better at spotting phonies, and outsourcing social media work strikes me as utterly phony.


Great post. Completely agree with the sentiments. If you care about alignment between all your firm's marketing touchpoints (which you should) then outsourcing your social media will significantly compromise it. Ari Kaplan's book is well worth a read on not only this, but applying an integrated approach to your firm's marketing generally.

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