Everyone waxes eloquent about the power of social media. If you know what you are doing, you can create a loyal following, generate excellent leads, boost your profile, build brand awareness, establish yourself as a thought leader and build your business beyond its traditional geographic boundaries.
But what is the bad news about social media? Probably the biggest negative about social media is that it takes time. And a lot of it. Even if you limit yourself to a couple of tools (blogs/Twitter), social media will still constitute a several hour a week commitment. A chunk of time which most of us really don’t have.
All of this brings me to my next question. Is it acceptable to delegate some of your social media efforts (i.e. writing your blog posts or Tweets) to someone else? Or is this against the spirit and grain of social media altogether?
There are two very firm schools of thought on this issue. The first is scandalized by the thought that anyone would even CONSIDER letting someone write their social media communications. To the purists, delegation is tantamount to treason. By delegating out your own communication, you are untrue to your voice and deceptive to the social media communities you want to connect to. Delegation is deceptive. . It is not genuine-and being genuine, open and transparent is the point of social media in the first place.
The opposing school of thought says, Why not? If you are in control of the message (i.e. directing people what to say), why can’t you let someone ghost-write for you? As long as that person is familiar with you, your tone and manner and the thoughts you are trying to share, what is the harm?
I personally stand somewhere in-between. I disagree with the purists that you can’t ever delegate out some of your social media. However, I feel hesitant when people just want to shove the task off to someone else because they can’t be bothered.
I would love to hear your thoughts on this issue as, given the time commitment necessary to create a winning social media program, it is a crucial issue for big and small companies alike.