Skittishness Index: Few to Outsource Social Media

I took a look at this chart and almost lost my mind. I can understand the desire to maintain a certain amount of control internally, but the entire marketing world seems to be against outsourcing social media. That’s nuts! Social media, despite all the hype about “conversations with the marketplace” is really just another form of marketing. We need to come to grips with this. Anyone who remembers the dotcom days and has read the Cluetrain Manifesto realizes we’ve seen this movie before. It’s time to loosen up.

I see this chart as something of a snapshot. This (obviously) is where we are now, and I don’t think it’s going to be this way forever. Over time, as more businesses get a feel for social media marketing, they’ll start to outsource more comfortably. For now, this chart seems like a “Skittishness Index.”

[Source: MarketingSherpa]

2 thoughts on “Skittishness Index: Few to Outsource Social Media

  1. Sherry

    Skittishness is probably the correct term. I am not at all convinced that the answers provided were based on actual activity and course of action on outsourcing social marketing campaigns, as much as that the low numbers represent those that do NO social marketing at all.

  2. migrantblogger Post author

    I’m a bit dubious of these results, as well. I wonder if there are any problems with the definitions used, as well. I’m seeing mor companies outsource aspects of their social media marketing operations, and it’s making more and more sense to do so.


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