To do social media properly requires time, energy, focus, creativity and expertise.

But most business leaders, CEOs, small-business owners, and other execs  don’t have the time, resources or experience to implement a social media strategy, never mind simply maintain a presence.

That’s why businesses and business leaders are increasingly outsourcing their social media management. Agencies have sprung up to fill the needs of companies that realize that, to stay competitive, they have to master the ever-shifting winds of social media — and who realize that they can’t do it alone.

Here are five benefits of outsourcing your social media management.

1. Improved Efficiency

Achieving any kind of social media goals, whether growing your customer base, building your thought leadership status, or increasing brand awareness, requires serious time and effort.

Recommendations as to the amount of time needed for an effective social media strategy vary, but most agree it’s substantial. According to a VerticalResponse survey, 43% of small business owners spend six hours weekly on social media marketing. Over a five-day work week, that amounts to one hour and twelve minutes per day. Avery Horzewski, a marketing and customer communication consultant, says that she doesn’t “recommend less than 10 hours a week if your business is B2B.”

Many experts recommend a set number of posts per day depending on the platform, anywhere from one-two posts a day on Instagram to five-15 posts a day on Twitter. Whether you’re following these recommendations or not, it’s important not only to post regularly but to post a variety of content. This will keep your audience interested and help you reach more people.

But different kinds of posts have different requirements. A quick blurb with a photo about a business milestone might take as little as five minutes to create and post. A behind-the-scenes video could take an hour or more, including filming and editing, not to mention planning and research. Experts recommend spending at least 20% of your time devoted to social media in just sourcing content.

Proper social media management also requires monitoring, engaging, and analyzing KPIs. Very few business leaders can spare this kind of time, alongside all their other responsibilities.

Put another way, the top 350 CEOs make $80 per minute ($4,800 per hour), while the top 10 make about $260 per minute, or $15.7K per hour.  Hiring an outside agency means you won’t have to spend those precious minutes and hours sourcing Instagram imagery. At the same time, the right agency will be able to do the job faster and more effectively than an internal team.

2. Outside Expertise

Do you know the ideal length for Facebook post? How often you should post on LinkedIn? The difference between Instagram stories and reels?

The social media landscape is increasingly complex. Platforms are in a continuous state of flux as they add new tools and features and tweak their algorithms. Users too are always changing in terms of what they like, how and with whom they engage, and the social media channels they use.

A social media agency is dedicated to keeping pace with this ever-changing landscape. They also bring experience to the table in terms of what works and what doesn’t on which channels and for which types of companies. For example, the kind of content that works for a B2B cybersecurity company will not necessarily work for a B2C retailer.

In addition, an agency is equipped to measure results and identify where efforts can be optimized. The agency knows how to track relevant stats on reach, engagement, site visits, leads generated, form submissions, sentiment, newsletter subscriptions and sales/revenue generated. Tapping into this body of social media knowledge — and using it to accelerate your goals — is one of the primary reasons to work with an outside agency.

3. Risk Management

It’s hard to swing a cat without finding yet another example of a business leader committing a major booboo on social media. These are often very public platforms with real risk of backlash. Accidentally posting something, or saying the wrong thing, can have disastrous consequences.

One (obvious) example is Mr. Twitter X himself. Elon Musk followed up an anti-Semitic tweet by telling advertisers that had left the platform after the controversial post to “go f**k yourself.” Advertisers left in even bigger droves.

By leaving your social media management to professionals you reduce the risk of adding to the growing list of CEOs committing public-facing blunders. Agencies are well-versed in communicating in ways that won’t bring shade to your company or damage your reputation. The right agency will help you avoid negative feedback, public controversies or inadvertently sharing misinformation.

Social media agencies are also adept at crisis communication. They can support leaders and companies by stepping in swiftly to address negative feedback, rumors or other issues in the wake of a crisis.

In 2017, United Airlines faced intense public backlash when a video of a passenger being forcibly removed from an overbooked flight went viral on social media. Prompt crisis communications, including quick social media responses, could have mitigated the damage to their reputation.

4. Improved ROI

Posting on social media is one thing. Using it to actually advance business goals is another.

Compared to traditional forms of advertising, social media marketing can be a more cost-effective way to reach a large audience. Social networks offer a powerful way to communicate with highly targeted demographics  to increase website traffic, boost brand awareness, or advance other goals. On the other hand, social media can also be a black hole of time and effort that yields little to no business value.

A social media management agency will be well-versed in techniques to help you reach your target audience and yield desired results. The right partners can improve the ROI of your efforts by:

• Driving business conversions (lead generation, newsletter signups, sales, etc.)
• Growing brand awareness
• Building a loyal audience
• Increasing positive brand sentiment
• Resolving customer service issues
• Improving employee pride and job satisfaction
• Creating relationships with partners and suppliers

An example of a company using social media to build brand awareness and a loyal audience is IBM. The company (or, more likely, its agency) uses social media to showcase its history and legacy in the technology industry. Through sharing photos and videos of past products from the last hundred years, it assures potential customers of its durability. Videos of employees talking about their employee experience, explaining complex concepts, and sharing information on new technologies help reinforce the brand and its values and connect with IBM customers.

5. Scalability

Working with an outside agency also allows execs and companies to scale up their social media efforts and double down on what’s working. If you find that having a CEO presence on social media dramatically increases leads, an agency can explore adding supporting executives to the social lineup (CFO, CMO, CTO, etc.). Rather than burning company cycles, you can leave it to the experts to scale and coordinate your program.

Microsoft is a prime example of a company with several executives active on social media, including Satya Nadella (CEO), Brad Smith (President), and Yusuf Mehdi (Chief Product Officer). They share updates about Microsoft’s products, corporate strategy, and thought leadership in technology.

In short, working with a social media management agency can translate to increased efficiency, access to expertise, and strategic focus. Social media has become a highly specialized field, and securing outside help ensures companies don’t fall behind relative to competitors.

That said, due diligence is always encouraged when hiring a social media management agency. A reputable agency will be able to share case studies of its past work and may also be able to connect you directly with previous clients as references.

Above all, you should feel comfortable with any agency you collaborate with. Trusting someone with the keys to your social media profiles is a big step. Your reputation and your company’s reputation are on the line, so choose wisely.