Social Media Outsourcing: Don’t Turn Your Life into a Frasier Episode
Justin P. Lambert over at Words that Begin With You mentioned a series of posts we ran last year about the ethics of outsourcing social media. While inviting discussion, he’s staked out a position which could be characterized as “truthiness in business.” That is, nobody expects relentless personal communication in business, so changing the medium shouldn’t shift that standard.
I took a different view of social outsourcing last year, when I referred to this as “Marionette Social Media.” This inspired three fantastic comments with differing views, which turned in to guest posts: one made the point that blogging and social media are different; one aligned with Justin that “writers bring a bardic voice to client communications” so why not blogs; and my friend Altaf outdid them all by saying failing to outsource is a risk to personal effectiveness.
I’d like to update this discussion, and I hope you’ll comment, email me, or write a guest post if you’re inclined.
Social Media Should Be a Choice
I hope everyone who reads this will agree that it is unrealistic to expect the whole world to blog, tweet, or moo just because it’s the new popular social media thing. Fantastic athletes, statesmen, actors don’t have to be witty in 140 characters. That should be an option we’re ready to accept. Solitude is a forgotten pleasure, and in social media, too often the virtue of silence is forgotten as well.
I can cope with the idea that Bruce Willis or Tom Wolfe doesn’t want to Tweet to us. This admission, that it’s okay not to use social media, is the difference between real life and episodes of Frasier.
Mind the Gap
Also, I hope we can agree that clients need to mind any gap they create between perception and reality when they hire writers. This is just a point of good brand management. The execs at BP would have done well to mind the gap they created by branding themselves as the “green” oil company.
Ethics Can Be Situational
Does it matter that the CEO of Dunder Mifflin turns in newsletter features or blog posts written on assignment by someone else? Nope. Does it matter than the Guy Kawasaki who comments on my blog might be his assistant using his name? It does if that means Guy really didn’t read the post, and that the compliment is really part of a brand-building campaign.
Does This Change Based on Which Social Media Is Used?
Is it okay when someone tweets on another’s behalf? It may, when it comes out that @RealHughJackman is making factual errors in their tweets as a.) the real Hugh Jackman hired that job out and b.) the tweeter isn’t in the same city that he’s writing about “really enjoying.” Once the truth is out, social media outsourcing can look pretty silly.
Does Profession Matter?
Some professions have codes of ethics that extend to marketing and address creating false perceptions.
- Journalism
Does it matter that a journalist in their newspaper’s blog writes what is actually bylined to them? Yep. In my experience, bylines matter a great deal in newsrooms. Journalists like facts, and they treat bylines that way. - Lawyers
If you learn of a lawyer through a ghostwritten blog, you might form your opinion of the lawyer’s skill and knowledge through their frequent and excellent writing on a topic. If it turned out that counselor was not skilled or knowledgeable as suggested in the blog, you could mount a successful ethics complaint. - Public Relations and Ghostwriting
The public relations industry also has a code of ethics, and some agencies I know are quite uncomfortable with ghosting that crosses the line of deception. In both these instances the client, not the writer, is responsible for the impression created.
It’s a Matter of Degrees
Most writer/client relationships I know of are highly integrated and client-driven. A busy executive wants to say more than they have time to write; they may pass off outlines and drafts, and re-edit written work so it is just as they want it. That’s different than the buffoon Denny Crane who hires Tom Wolfe to write and post some of that “social media stuff” for him.
Let the Client Beware
You’re publicly responsible for what you have done in your name. It’s okay not to be in social media. It’s okay to get help to “amplify your voice.” But the road to hell is paved with good intentions, so keep it under control. Everyone is cool and hip in social media, until someone becomes Frasier.
The future of digital experiences will be built by strategists who grasp the full array of emerging business, social, and technical models. Specialties in user experience, branding, application design, and data science are laying the foundation for richer user experiences and business models breakthrough products and revenue based marketing.
22 Responses to "Social Media Outsourcing: Don’t Turn Your Life into a Frasier Episode"
March 4, 2011
We’d like to redefine the term “Ghost Writing” as it applies to the trusted relationship between a client and they’re agency. By collaborating with our clients we are able to help them express their views on their industries, products, services, clients and partners. This collaboration results in our polishing of the clients message, and certainly not assuming their identity in social media or any other channel. We’re not spirits but we do enhance the spirit of a brand. So don’t be afraid.
March 4, 2011
Dave,
Thanks very much for taking the time to read my article, and I’m glad to see it’s sparked some conversation. As you said, I’m very open to discussing the ethical debate on ghosting, and I hope I didn’t “stake out a position” too concretely. I just don’t yet buy into the intensity with which many people seem to view writing for social media as different from every other kind of writing we’re used to.
While I agree with your view that no one HAS TO get involved in social media, but I would also submit that the going trend, at least from the marketing standpoint, is that you’re falling behind if you’re not involved.
I mentioned in my post, and I think it’s important enough to repeat: I would never accept a client’s request to pay me to write under their name without them being intimately involved in the process. I think that’s just plain silly for ANY ghostwriter to take on in ANY format, social media or not. Ethical or not, it’s just not smart for either party to get involved in that.
But when the busy client outsources marketing efforts to a talented professional and puts his or her stamp of approval on every post, tweet or update before it hits the web, I don’t see any issues with that at all, disclosed or not.
Thanks again!
March 6, 2011
“We’re not spirits but we do enhance the spirit of a brand.” — Said as a true brand and social PR pro. And Justin P. Lambert nails a truth that real collaboration is what keeps people working together on one message on solid ground. Glad to have your insights shared here. Thanks!
May 25, 2011
Social media outsourcing can prove beneficial to corporate branding when the right channels are used and the right demographics are identified and reached.
April 25, 2014
I was able to find good information from your
blog articles.
May 18, 2014
I’ve learn a few excellent stuff here. Definitely worth bookmarking for
revisiting. I surprise how a lot attempt you put to create the sort of fantastic informative site.
June 3, 2014
Excellent beat ! I wish to apprentice while you amend your web site, how could i subscribe for a blog website?
The account helped me a acceptable deal. I had been a little bit acquainted of this your broadcast offered bright clear concept
Stop by my blog post: Real Estate Attorney in Port Credit
June 4, 2014
Link exchange is nothing else except it is only placing the other person’s weblog link on your page at suitable
place and other person will also do similar in support of
you.
Here is my blog :: secret green coffee utah
June 4, 2014
Greetings! I’ve been following your website for a long time now and finally got the bravery to go
ahead and give you a shout out from Dallas Texas! Just wanted to tell you keep up the great work!
my site; http://www.slenderagarciniacambogiareviews.com
June 19, 2014
This website was… how do you say it? Relevant!! Finally I have found something that
helped me. Thank you!
Feel free to visit my webpage … maximumshredpills.com
June 28, 2014
Hence, it would be necessary to undertake a great deal of
computer repairs. (If you have multiple hard
drives you will have to select which one to scan. While the i – Pad
3G is a great cmputer (I’m going to call it a computer
for the sake of argument), it isn’t perfect.
July 3, 2014
Hey, I think your website might be having browser compatibility issues.
When I look at your website in Ie, it looks fine
but when opening in Internet Explorer, it has some overlapping.
I just wanted to give you a quick heads up! Other then that, awesome blog!
Feel free to visit my page; safer colon where to buy
October 11, 2014
In order to identify a few significant online retailers right here; Amazon, e-bay,
Leons, Costco, ideal Buy and Walmart.: Be aware of free delivery provides – One of
the best areas of online Ebony Friday shopping (aside from
without having to manage the chaos in stores) is getting your products shipped 100% free.
If you are done shopping plus don’t qualify for free shipping, check what lengths away you
are from achieving that amount. Idea given just below are a handful of easy safety
measures that one may take to keep yourself safe.: Do not wager on a table which includes at least wager
greater than five per cent of budget. Easy and greatest on the web Blackjack Idea
These programs are not since safe as regular
snacks; although they are able to keep track of your internet tasks, they are able to also be employed
by entrepreneurs to trace everything you really kind, including private information, without you once you understand it.
Whenever you buy a product from an online vendor, frequently they’ll offer
to give you a confirmation e-mail detailing the deal.
One of the most significant factors offered inside regard may be the boost
in comparative shopping activities.
February 20, 2015
If you are going for finest contents like I do, just pay a visit this site everyday for the reason that
it offers feature contents, thanks
July 20, 2015
Unfortunately metabolic syndrome is on the rise, already recognized as the newest global
pandemic of the 21st century. All that is needed it to
spend a little time searching for it. A consortium of scientists from all over
the world has worked together to publish a study that provides information regarding fructose’s ability to
cause obesity and diabetes.
August 19, 2015
Just make sure that the actors are native American speakers.
He is brilliant at his job but he has problems with American English pronunciation.
If your speech cannot be understood by those in a position to
hire you, promote you, increase your salary, or become your family or friends,
then the doors to opportunity may be closed to you.
September 13, 2015
A woman that’s great in bed but has no idea how to give proper
oral is just considered as incomplete. Apparently a lot of people did, which is why I was lucky enough for it to come to me’.
If you approach the subject of sexual history and STIs, and your
partner refuses to disclose, LEAVE IMMEDIATELY.
September 17, 2015
and vitality, and should increase your confident level.
Make sure you have enough equipment to accommodate multiple users at a
time. Taylor, who loves cooking, generally has a big breakfast
and then eats less later throughout the day.
September 21, 2015
Most of these eating plan put together by those who earn more money than those who know the true knowledge of how our human body.
what men secretly want pdf are the best body weight training leg exercises.
How much easier does it get when everything you need can be where
you need it, when you need it.
September 25, 2015
All the above factors for not having a low fat air fryer are valid
ones, let’s look at each of them in turn. You will understand this if you will learn how to do a coffee enema now.
It can really be a struggle to shed excess fats and most people fall into a summer weight loss dilemma every year.
May 17, 2021
They are indeed very simple to put together and require no tools.
October 4, 2024
Thought I was just killing time, but now I’m hooked. Can anyone beat my 10k score?