Do You In-House, or Outsource Your Hotel's Social Media Marketing?
By DJ Vallauri Founder and CEO, Lodging Interactive | May 21, 2017
In October of last year, Pepsico started shaking things up with their digital marketing strategy. They decided to take the social media portion of their digital marketing in-house for the Pepsi brand. There was a lot of buzz about it -- questioning whether this was a smart move.
Outside of the tremendous resources needed to have an in-house agency focused solely on social media, the concept of what Pepsi was doing intrigued me. In fairness and full disclosure, I work with a digital marketing agency for the hospitality industry.
Why not hire the talent you need in-house? They could create campaigns aligned with your company's culture and objectives since they would be working in the same corporate bubble.
Of course, I can't leave well enough alone and it kept gnawing in the back of my mind that this could be bad for Pepsi. Ok, I will confess, it was more like a jackhammer rather than gnawing. Onwards and upwards -- life went on. Then it hit me - not the jackhammer but the answer.
Social media marketing is not Pepsi's business. They produce beverages. They make Pepsi. That's it. Oh, if only it were that simple.