This is a very insightful question and there are a few ways to answer depending on the unique goals of the hiring company. Social media marketing is about engagement, participation, honesty and respect. But, from a more analytical and ROI point of view, it is also about a time versus money investment and balancing act.

Many companies want to get involved in social media marketing but simply do not have the time or expertise to engage in a well constructed SMM (social media marketing) campaign. They need help with the high level strategy and really determining what represents conversion and success for them specifically.

Therefore, I honestly believe either route can be productive and authentic if it’s carried out properly. The most important ingredients are genuine participation and the willingness to help your customers through great content and engagement without expecting anything in return.

If I am initiating a SMM campaign for a client, the first several steps are to conduct a tremendous amount of research and discovery, learning everything I can about the company and their customers and prospects. I will also ask them for as much content that they can possibly provide to give me a better understanding of what’s important to their audience. Only then can I begin to build a balanced SMM campaign that is true to the companies values and helpful to its audience.

The other approach, which I think is equally if not more effective, is to simply consult with a company regarding how social media truly works and how to make it a successful part of the overall marketing strategy. For many companies, not focusing on a product push first approach is very foreign to them.

Social media takes a different mindset than traditional media marketing and many businesses are initially uncomfortable and unfamiliar with the new rules of engagement at the onset.

In sum, both strategies have worked successfully. When considering a social media marketing campaign, a company needs to be honest and determine if they are willing to allocate the time and energy necessary to make the investment a success.

If, on the other hand, a company has the same goals and want to engage their customers and participate in the conversation but simply knows it does not have the time or expertise to carry out the campaign properly then it’s time to look to a consultant that can bridge the gap. My thoughts again are simply to make sure that the agency/consultant takes the appropriate steps in the beginning to become immersed completely in the company’s culture, goals, customers and competition before beginning and continues to stay on top of company happenings as the campaign continues.