This article by Jacquie McCarnan really resonated with me. Her breakdown of the players into 3 distinct groups was very insightful.
The part that I found most interesting was the fact that within the gambit of Social Media marketing there are lots of specialist jobs. Like any department within a company you’ll need specialists with a variety of skills, no one person should be doing this whole job alone – at least not for any protracted length of time!
Whether you outsource your social media management or keep it in house, remember that all aspects of your campaign need quality attention. If you’re going it alone, you can still be successful, but like Leo (BufferApp), I’d recommend focusing on only one Social Media channel.