The key here is to know your target audience. Different platforms work better for some businesses than others. If you are a B2B provider of a commercial product, posting tweets on Twitter may give you little direct return. However, if you are a business selling to consumers it could be a powerful tool to build your brand and engage directly with your customers.
With more than 1 billion users on Facebook and 500 million on Twitter, to mention just two providers; social media should be considered as an effective marketing tool in raising brand awareness; that, if used correctly can give an effect and powerful in to your target market.
Can you really afford to outsource it?
This is not just a question around finances, but at the end of the day no one knows you product or customers as well as you. This is particularly an issue with more technical products or services. If you decided to go down the route of outsourcing, you need to ensure that whoever manages your social media for you understands your product, company image and the tone you wish to use, to ensure any marketing on your behalf is an extension of your organisation.
Can you really afford to do it yourself?
Certainly! Social media channels are open 24/7 and with a proper plan, a consistent approach to branding across whichever platforms you think are appropriate, the use of a number of social media tools to help find great content or schedule posts if you need to; it has never been easier to get started and use social media in an effective and engaging manner, without the need for a large budget and hours away from doing the day job!
In addition to the above, posting your views on discussions that are ongoing to highlight your expertise or the availability of your product as well as the hundreds of #hashtags to link relevant comments or posts to yours, can help you stand out from the competition.