Table of Contents
- Introduction
- In-House Community Management
- Outsourced Community Management
- How to Choose Between In-House and Outsourced Community Management
- Making the Final Decision
- Conclusion
- FAQ
Introduction
Building an engaged and active online community has become a cornerstone of effective social media strategy. In fact, as of 2024, a staggering 86% of social media marketers affirm that nurturing such communities is vital for success. But one question looms large: Should your company manage this community in-house or outsource the responsibility? Having garnered experience in both scenarios, I aim to offer insight into what each approach entails and help you determine the best fit for your specific needs.
In this blog, we will explore the nuances of both in-house and outsourced community management, weighing the benefits and challenges of each option. We'll also provide actionable advice on choosing the best approach based on your organization’s unique circumstances. By the end of this post, you should have a clear understanding of how to proceed with your online community management strategy.
In-House Community Management
In-house community management involves members of your existing team taking on the responsibility of managing the relationship between your brand and its online audience. This method often enables a deeper integration of brand messaging and more immediate responsiveness.
Benefits of In-House Management
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Deep Brand Understanding: Since internal employees are more familiar with the brand, values, and culture, they can communicate in a more authentic and aligned manner.
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Immediate Feedback Loop: Having community managers as part of your internal team means they can relay customer feedback more quickly to relevant departments, facilitating a swifter response.
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Increased Control: Managing your community in-house allows for direct oversight, ensuring that brand standards and messaging are consistently upheld.
Challenges of In-House Management
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Resource Intensive: Creating and maintaining an in-house community management team can be resource-heavy. It requires dedicated personnel who might need specialized training.
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Scalability Issues: As your community grows, it can become increasingly difficult to manage without expanding your team proportionally.
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Potential for Burnout: The constant engagement required in community management can lead to employee burnout if not managed properly.
Example: First Coast News
At First Coast News in Jacksonville, we managed our "First Coast Weather Watchers" Facebook community in-house. Our team of reporters, being already well-versed in social media and community interaction, could seamlessly integrate community management into their existing roles. This allowed us to maintain direct control over our relationship with the audience, ensuring trust and reliability.
Outsourced Community Management
Outsourcing your community management means hiring external experts or agencies to handle your online interactions. This option offers access to specialized skills and could be more cost-efficient in certain scenarios.
Benefits of Outsourced Management
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Expertise Access: Outsourcing allows you to tap into specialized skills and experience that may not be available internally.
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Cost-Effective: Hiring an external team can sometimes be cheaper than building and maintaining an in-house team, especially if your community needs fluctuate.
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Scalability: Outsourced teams can easily scale their services to match your needs, whether you're expanding or downsizing.
Challenges of Outsourced Management
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Less Control: With outsourcing, you relinquish some level of control over how your brand is represented and how interactions are handled.
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Alignment Issues: External managers might require constant briefing to stay aligned with your brand values and messaging.
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Dependency: Over-reliance on an external firm means that any disruption in their services can directly impact your community management.
Example: Marketing Firm Experience
In my previous role at a marketing firm, we handled social media management for various clients. Our team specialized in creating engaging content and managing interactions, allowing clients to benefit from our expertise and focus on other core areas of their business. This setup worked exceptionally well for businesses that did not have social media expertise in-house but were willing to trust an external firm with their community management.
How to Choose Between In-House and Outsourced Community Management
Understanding the benefits and challenges of each approach is the first step toward making an informed decision. The next step involves evaluating specific aspects relevant to your business:
Budget Considerations
Budget is often the most significant factor influencing the decision. Outsourcing social media marketing, including community management, can range from $3,000 to $20,000 monthly. In comparison, in-house management may require more upfront investment in salaries, training, and tools.
Expertise Availability
Evaluate if you have someone in-house who already possesses the necessary skills for effective community management. If not, consider if it’s feasible to hire and train new staff or if outsourcing would bring more expertise at a lower cost.
Control Requirements
If maintaining strict control over your brand's messaging and reputation is crucial, in-house management might be the way to go. This is particularly prevalent in sectors where trust and reputation are paramount, such as journalism.
Long-Term Goals
Your long-term goals can also shape your decision. An in-house team might be more aligned with long-term engagement strategies, while outsourcing can offer immediate expertise to kickstart community growth.
Making the Final Decision
By weighing your budget, expertise, control needs, and long-term goals, you can make a more informed choice. Remember that both in-house and outsourced community management strategies have their unique advantages and potential drawbacks. Your task is to align these with your organizational priorities to choose the best path forward.
Conclusion
Deciding between in-house and outsourced community management involves careful consideration of multiple factors. Whether you choose to build an internal team or outsource the task, both approaches can significantly impact your brand’s relationship with its audience. Use this guide to navigate the complexities and select the most suitable option, setting the stage for a thriving online community.
FAQ
1. Is it more cost-effective to manage community in-house or outsource it?
It depends on your specific circumstances. For smaller budgets, in-house management might be more economical once you account for training and salaries. For larger businesses or those needing rapid expertise, outsourcing can offer more immediate and potentially cost-effective solutions.
2. Can we start with an outsourced team and switch to in-house later?
Yes, many companies start by outsourcing to quickly build their community, then transition to in-house management as their internal capabilities grow.
3. What skills are essential for effective in-house community management?
Key skills include strong communication abilities, social media savvy, problem-solving skills, and a deep understanding of your brand and audience.
4. How can we ensure our outsourced team aligns with our brand values?
Regular meetings, thorough briefings, and detailed guidelines can help ensure that your outsourced team remains aligned with your brand values and messaging.
5. What are the primary responsibilities of a community manager?
Responsibilities typically include engaging with the community, moderating content, gathering feedback, and creating content that aligns with the community’s interests and the brand’s objectives.
With the right strategy, you can effectively manage your online community and build lasting relationships with your audience, no matter which approach you choose.
