When You Represent A Company

Outsourcing your social marketing strategy

Outsourcing is a very common practice for businesses everywhere. Whether it’s analyzing data or public relations, resources and time can be managed far more effectively by utilizing the services of other agencies that can effectively manage certain portions of your business.

However, outsourcing does not come without a cost- both financially and functionally. Specifically regarding public relations, such as social account handling and customer service, it is necessary that both you and your outsourced agency understand each other and communicate effectively. 

Be clear

The most important thing is that your outsourced agency represents your business with clarity- who is who and who said what? When it comes to social networks and associated communications with the public, it can be difficult to decide who has the ultimate authority unless you make it clear to everyone. 

When discussing recommendations and conversations- is there transparency? Is it apparent that the company has the final say in responding? Or do you promote the image that the company is wholly responsible for what is said? When an outsourced agency represents a company or brand, it can become difficult to maintain effective communication and ensure that each department has a clear definition of its role. 

Work out how to respond to the public

When it comes to social networks, responses come in all forms, negative, neutral, and positive. At times, they can even be considered as a referral for word of mouth marketing. There lies the question of how these referrals are handled by an outsourced agency. How does that particular business want to handle them? Basically, who will be in charge of responding? Does it need to go through the company or does the agency have the authority to make responses that reflect the image of the company? When you represent another company, it is crucial to make sure that each entities role is well defined before you begin designing a marketing campaign. 

Avoid miscommunication and misrepresentation of your brand image as well. Representing another brand or company will be affected by who is ultimately in charge. If you are contracted to assist, but do not have the final say in public relations, be clear about it. Allow the company to take responsibility for themselves in this type of situation, avoiding any misrepresentation of your personal brand. 

Deal well with both positive and negative feedback

Is it good to keep recommendations hidden or leave them open for public viewing? It is always possible that you will get an occasional negative response, but how it’s dealt with will decide its outcome and effect on the image of your represented brand. In many scenarios, a negative recommendation can be turned positive by handling it properly, thus effectively applying word of mouth marketing (visibility allows for others to witness expertise). Be sure that this particular topic is discussed with your represented company.

Communication is a key element to success, especially for those that represent another brand image. Whether you are responsible for an entire brand image or perhaps just in the role of administering recommendations, it is up to your company to define its role and ensure that your represented company receives the product they desire.