In the Social Universe, there are few things as rewarding as a good conversation with a customer. I've read some interesting articles lately about outsourcing social media management, specifically focused on communication and comments. While this is one good option, especially while rolling out a new social program, I must say that some of the most effective social communication comes from internal corporate teams. In many cases, they capture the most authentic and compassionate voice of the brand.

Companies that seek to develop their online personality can do so through social posts. For example, if a brand wants to stress their customer focus and premium care, social media is the most effective marketing channel to convey this message in a personal manner. Each post can reflect the quality of products and services, and by managing this in-house companies are able to communicate quickly and in their own voice.

Many corporations that are cautious of the ramifications of engaging in the social channel develop "canned" comments. Whether the social communications are created internally or via an agency, a large mass of comments are crafted at once, they are run through the Legal department and then dispersed at scheduled intervals. Many times these communications feel generic and are not relevant to the conversations. It is fine to pepper these comments in once in a while, but alone they won't build relevant relationships.

There is a certain quality to in-house posts, and it’s not that an outsourced agency can't learn this and even add value (and believe me, that would be great for my business), but if you have the option there’s nothing more personal than doing it yourself.

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