Outsourcing certain parts of your social campaign can help cut costs and make your entire marketing strategy run more smoothly, writes Susan Baroncini-Moe. Still, she notes, it's important to strike a balance: You need to remain relatively hands-on in order to ensure your social efforts retain a voice that matches your brand. "The bottom line is that social-media networking is about the conversation -- so don't outsource that," she writes.

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