We asked 200 participants, ‘who manages the paid social advertising activity in your company?’:
19% of our participants currently outsource their social media advertising activities, while 77% have an in-house team or individual responsible for the channel.
We then asked our respondents ‘do you have plans to change who manages paid social advertising activity in your company?’:
53% of all respondents indicated they had no plans to change their service provision.
31% of those currently ‘in-housing’ their social media advertising activities plan to outsource. 52% stated they had no plans to change.
16% of those currently outsourcing their social media advertising activities plan to bring that activity back in-house. 63% stated they had no plans to change.
60% of our respondents feel that their business is unable to meet the opportunities presented by social media advertising. And yet, at the same time, the most popular choice when deciding who is going to manage activities in the channel, the most popular option is to maintain the status quo.
What conclusions can be drawn from that fact? There seem to be two possible explanations.
The first explanation is that companies are complacent about the fact that their existing solution is not working.
The second explanation is that companies do not believe the location of the service provision – either in-house, or outsourced – has any bearing on the ability to deliver a successful result.