Social media on the red carpet

A recent article in smh online made me think about the most cohesive approach to social media. Should brands be maintaining complete control of their social media activities by managing in-house, or should they hand the reins to a third party?

The beauty of social media for consumers is that it allows them direct contact with brands. So what happens if the person behind the screen at the other end is actually a third party contracted to manage the brand’s social media strategy? Does that make the message and communication any less authentic?

I believe that the answer isn’t one or the other, rather a collaborative approach between the brand and social media experts.

I like to think of it like a winning Emmys outfit. A fabulous stylist will take their client’s personal style and brand into account when designing an A-lister outfit. They need to choose a dress that fits the celeb perfectly, that flatters and accentuates their assets, and that improves their less positive areas. A stylist will help them pair the dress with shiny accessories, killer shoes and amazing makeup and hair. At the end of the day however, it is the celebrity’s job to approve the complete look and make sure it is representative of their style and personality. It is up to them to strut down the red carpet, pose for the cameras and give witty, endearing answers to the interviewer’s questions. They are the ones who will appear on the best and worst dressed list and it is their image which is at stake.

This relationship is a perfect example of working collaboratively to achieve a successful result.

Social media is still a very new area for a lot of brands, so it is only natural for them to turn to their trusted advisors for guidance. Clients need to be confident in their agency’s understanding of the brand and messages to be able follow their advice on how to present themselves online.

At the same time I believe brands need to hold on to some control, by staying involved in the process and understanding the rules to maintain the integrity of their communication with their consumers. Just like the celebrity, it is the brand’s image and reputation that is out there when taking the leap in to social media, not the stylist agency behind it.