Who has the relationship with your customers and fans?

I am a firm believer that companies should participate in Social Media even if they outsource the work. I have run Marketing for a client for 3 years. She has a small business that is mobile. I have begged and pleaded to have her employees participate on Twitter where we have a very passionate and rabid following. They are Tweetphobes. Because the Owner doesn't do twitter she has pretty much no relationships with her customers online and she is based in Los Angeles. I am in Vermont. I know a lot about her fan base. And no matter what I relay to her or her crew they do not have relationships with their customers online.

For another client which I took on last summer the same is happening. On Facebook and Twitter I have begun forging new relationships for them. Again this client is based in Southern Calfiornia with franchises in Texas, Georgia and Florida. I am in Vermont. There are some very important business connections I am building and I share this with the client. Often nothing happens. They are busy. 

Which has me thinking about Social Media. It is Social. And while I feel it is ok to outsource Social Media if you find the right people or agency who can represent your brand authentically, by not participating your become vulnerable to seeing all this work and good will disappear if you change agencies or even internal personnel. I know where my clients fans live, work, play. I know who is passionate about different things in life. Food. Sports. Health. Travel. I know who supports them the most and who goes the extra mile for them online. There is no way to generate a report to relay this. You need to see it, feel it, live it first hand.

So what do you do? You are very busy. You have Social being run via marketing or outsourcing it. You feel the work is below you? You are scared because you don't Tweet or Facebook? You are shy? You are too busy?

Hogwash 

is what I say. Are you too busy to take care of other engines of your business? Are you too busy to wine and dine your biggest customer or take their call when needed? Are you too busy to enjoy dinner out with the family or your weekend off?

I don't care the size of your business. 4 people in a garage or a Fortune 20 company. I suggest you make time to participate via Social Media. Either as yourself or as the company and you will gain insights no report or presentation can ever tell you. and you will forge relationships that won't leave the next time you change personnel or marketing agency.