The California Tortilla I love has left me with a bitter
taste and a touch of indigestion.  And it
has nothing to do with the food.  Or my
views on their marketing.

In fact, the company’s online brand promotion program (http://www.facebook.com/home.php#/pages/california-tortilla/43773552194?ref=s)
is exceptional.  It’s quirky and homespun
and, most important, consistent with the in-store dining experience.

What I find grating is marketing director Stacey Kane’s
recent contention (http://smartblogs.com/socialmedia/2009/06/29/outsourcing-social-media-not-awesome/)
that it is a “big mistake” to engage an outside consultancy for social media
services.  Her argument is predicated on
two beliefs: 1) an external resource lacks passion for the brand; and 2) outsourcing
social media activities damages the authenticity of a company’s voice.

Both views are complete bunk.  I’ve spent 20 years as a public relations gun
for hire and a constant in two decades of work is a pure and unfiltered
intensity for the clients I represent. 
At times, I have even struggled with too much of a rose colored view of
a client’s solution and prospects for success.

Regarding authenticity, reality often precludes corporate
executives from developing a content strategy, crafting every blog post or
peppering their day with tweets.  Some
are poor writers.  Others lack the
necessary time.

My view is that as long as an executive is engaged in the
social media process and the message reflects their views, authenticity is
achievable.

Now, I am certainly not arguing that a company’s best
interests are served through outsourcing social media expertise and
execution.  Strategic Communications
Group (Strategic) has the good fortune of working with a set of clients who have
developed a deep competency in social media and digital communications.

Professionals like Steve Lunceford (http://govtwit.com/) at Deloitte, Kristin
Bockius (http://blogs.msdn.com/bright_side_of_government/default.aspx)
at Microsoft, Jennie Olson (http://www.blogtalkradio.com/gotostrategic/2009/06/29/Interview-with-Jennie-Olson-of-GovDelivery)
at GovDelivery, Kevin Moss (http://www.csrperspective.com/)
at British Telecom (BT), among others. 
Each plays a star role driving the success of their corporate program.

Yet, there clearly is a critical place for an external
consultancy in the corporate social media mix. 
I see the value delivered in three core areas:

1.  Helping define a
content strategy and creative approach that is in-step with a company’s
business priorities in the areas of lead generation, sales, market positioning
and valuation, and corporate culture.

2.  Injecting best
practices from participation in multiple social media campaigns for clients in
different segments of the market.

3.  Providing honest,
candid and (when appropriate) critical counsel on the execution of the program,
even when it is not what the client wants to hear.

There you go Stacey Kane of California Tortilla.  I still love your food, but when it comes to
your views on the importance of external social media consultants you miss the
mark.  

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland.  Read more at http://www.strategicguy.blogspot.com.