I am a fortunate community manager because I get to both write social media strategies and carry them through. This seamless process allows me to have a firm grip on the day-to-day online activities of our clients with the foresight to effectively steer these activities to reach long-term goals.
While it is beneficial to have a team of professionals that handle the areas of social media in which they are specialized, there are some major obstacles to this approach, especially for new ventures that do not have bottomless budgets to devote to the cause. For social media to be planned and carried out in house requires a dramatic reorganization of the departments that would handle the accounts (usually a battle between marketing and sales) as well as a huge commitment of time and resources. Alternatively, if you wish to outsource social media to a large agency, you run the risk of paying a small fortune for senior professionals to handle your accounts, while, unbeknownst to you, the bulk of the tasks are handed down to the juniors.