Building an active and engaging online community is crucial for a successful social media strategy, with 86% of social media marketers agreeing on this fact as of 2024. If your company is looking to enhance its social media community, one important decision to make is whether to opt for in-house or outsourced community management.
In-house community management involves internal employees or a team handling community relations between a brand and its audience, primarily on social media platforms. For instance, during my time as a journalist at First Coast News, we managed the First Coast Weather Watchers Facebook Community page to better connect with our audience. Since we were already part of the internal team at First Coast News, this was considered in-house community management.
On the other hand, outsourced community management entails external sources like freelancers or marketing firms managing an organization’s online community. Before joining HubSpot, I worked for a marketing firm where we handled content creation for clients’ websites and managed their social media pages. This scenario exemplifies outsourced community management as our team was employed by the marketing firm, not the clients directly.
When deciding between in-house and outsourced community management, there are key factors to consider:
Budget:
Consider your budget constraints when choosing between in-house and outsourced community management. In situations like local television news stations with tight budgets, in-house management might be more feasible. Conversely, organizations with more substantial budgets may opt to outsource community management. Outsourcing social media marketing, including community management, can range from $3,000 to $20,000 per month, with an average of $4,000 to $7,000 per month.
Expertise:
Evaluate the existing expertise within your organization to determine if in-house community management is viable. For instance, if your team members are already social media savvy, in-house management could be a suitable choice. Alternatively, if your organization lacks the necessary skills for community management, outsourcing might be more practical.
Control:
Assess how much control you are willing to relinquish when deciding between in-house and outsourced management. Organizations like news outlets, where trust and reputation are paramount, may prefer in-house management to maintain control over their messaging. Conversely, businesses unfamiliar with social media marketing may opt to outsource to leverage external expertise and resources.
Ultimately, the decision between in-house and outsourced community management depends on your organization’s specific needs, budget, expertise, and control preferences. By understanding the differences between the two approaches and considering these factors, you can make an informed choice to enhance your online marketing efforts. Good luck with your community management endeavors!