Key points
- Running social media in-house has lower direct costs, but needs steady time and skills in design, copywriting and video editing.
- Outsourcing gives a consistent posting rhythm and dedicated handling of planning and data. Check that the accounts stay in your name and that report figures can be verified in the official dashboards.
- You can also mix the two: your team supplies footage and answers expert questions, while the agency plans, designs and edits.
What running social media involves
| Task | What it involves |
|---|---|
| Planning | Themes, a monthly content calendar, promotions and holidays |
| Production | Graphic design, copywriting, short video editing |
| Publishing | Adapting to each platform's format and posting at the right time |
| Engagement | Replying to comments and direct messages |
| Analysis | Reviewing dashboard data and adjusting next month's content |
All of this repeats every month. Many accounts stall not because the content is poor, but because the person responsible has other work and the posting rhythm breaks.
In-house vs outsourcing
| Aspect | In-house | Outsourced |
|---|---|---|
| Direct cost | Lower; mainly staff time | A monthly fee |
| Time | Regular time for planning, production and replies | Mainly approving content and supplying footage |
| Skills | Design, copywriting, editing, data analysis | Handled by the agency |
| Consistency | Easily disrupted by other work | Published to a content calendar |
| Brand knowledge | You know your products and customers best | Takes time to learn; there should be an approval process |
When running it in-house makes sense
- A team member has design, copywriting or filming skills and regular time for it;
- your content is mostly live and immediate, such as a restaurant's daily dishes;
- your budget is limited and you want to build a basic posting habit first.
When outsourcing makes sense
- Your accounts often go quiet, or quality is inconsistent;
- you want to add short video but have no editing skills in-house;
- you want someone to analyse the data regularly and recommend changes.
A mixed approach
Many SMEs combine the two: in-house staff supply photos and video footage and answer expert questions, while the agency handles planning, design, copywriting, editing and reporting. You keep first-hand product knowledge without taking up much staff time.
Questions to ask when choosing an agency
- Are the accounts held in my name, with the agency only authorised to manage them?
- Do report figures come from Meta's official dashboards, and can I check them myself?
- Will I approve content before it is published?
- How many posts does the monthly fee cover? Who films the short videos?
- Is advertising spend extra? How long is the contract?
HKONE's social media management starts from HK$6,800 per month. See the social media management page for details.
Frequently asked questions
What do I still need to do after outsourcing?
Usually you approve the monthly content calendar, supply product photos or video footage, and answer expert questions the agency cannot judge. Planning, production and publishing are handled by the agency. Whether replies are included depends on the plan; HKONE's plans do not include them.
Does a social media management fee include advertising spend?
Usually not. HKONE's monthly fee covers content planning and production only, and does not include replying to comments or messages. Advertising spend, on-location shoots and KOL fees are extra. When comparing quotes, check what each price includes.