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.”