Social media has become a core component in corporate communications. As companies get involved in multiple social networks, many are discovering how time-intensive social networking can be and how critical it is to properly manage this very public communications channel. From content creation, branding, and corporate messaging to the legal and customer service aspects of social networking, it’s a big job and one that goes beyond simply understanding the mechanics of “posting” on the different networks.

Many companies are turning to social media agencies to provide (outsourced) social media management services. However, many do not know how to evaluate social media management providers. Back when we established our social media services division, Atlantic Social Media Group, we were the only social media agency in Greensboro. Now the market is flooded; ad agencies, IT firms, printing companies, phone service providers, freelancers, and even domain name registrars—everyone is offering social media services. So how is a company to sort the wheat from the chaff and find the right social media management firm?

You may be surprised to discover that the points to evaluate aren’t that different from what you would consider when choosing a key member of your management team. Experience is key. That said, in many ways it is like education—a minimum requirement for the job, but not the only important measure. The best candidate (firm) knows more than how to operate the tools of the trade; it understands how to achieve business objectives through the use of these tools.

Over the next two weeks, I’ll focus on these two sides of evaluating social media management firms. We’ll take a look at questions that unearth strategic competency and questions to identify breadth of experience and tactical expertise. Be sure to check back next week for an in-depth look at how to determine whether a social media agency is able to translate (and achieve) your business objectives in the social space.