Outsourcing all kinds of social media marketing—from writing a company blog to updating Twitter or Facebook is becoming a viable option for small business owners who simply don't have the time or inclination to take on the job themselves. Even some entrepreneurs who prefer to handle their own social media may designate a surrogate—in-house or outside—for when they are on vacation, in case they fall ill, or during busy season.
"There is an incredible need for [small and midsize businesses] to get up to speed on social media and social media best practices," says Jo Lilore, who consults on social media marketing and search engine optimization at WebBizStrategy.com in Pasadena, Calif. "Commerce and the Web in general have gone social, and there's no turning back. If you're not up to speed and in the game, you are not only losing potential leads and customers, you are also missing opportunities."
Jon Gelberg, chief content officer at Blue Fountain Media, a New York Web design and online marketing company, agrees. "Businesses are learning how valuable a well-written blog can be as a tool for branding a company, personalizing a company, and establishing the company or individual executive as an expert in their field," he says. But "a poorly written blog, on the other hand, can have a negative impact."
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