Social media is not dead. In fact, it’s gotten hotter than ever. You know it’s mainstream when even my fellow lawyers are keeping up with tweeting.

I am a firm believer that social media can and should be outsourced. There’s no reason why a virtual assistant or social media manager can’t take over the duties if you plan properly.

Failing to plan, what I call the Pre-Go stage, just results in frustrations for you and your virtual team member when you don’t see eye to eye. After working with my team to delegate my own social media, I wanted to share these 3 questions to consider first.

1. What’s my goal?

Yup, definitely an obvious question but worth considering early on to avoid shocks when it comes to pricing. Most social media managers or VAs work on a ongoing basis.

Think about what result do you want to see from your social campaign. Brand awareness, increasing authority and making sales are 3 separate goals that require differing strategies and durations to see results.

How long do you need before you see results and how can you maintain or improve those results over time? Those are questions to ask your potential social media virtual assistant or manager.

By the way, one goal is plenty. Building social momentum takes study and time.

2. What parts do I want to delegate?

We tend to lump all the tasks of social media together just like we do driving. There are lots of little actions and decisions that go into driving that you may not be conscious of. Same thing for social media. There are several projects that make up ‘doing social media’

For instance, there’s…

    1. Content curation- finding relevant content

Content creation- creating social assets like images, videos, etc.

Content distribution- posting the content

Social monitoring- identifying mentions and responding

Social analysis- stats and reports

You decide which parts to delegate and which to keep in house.
Will it be authentically you if you have help?

Your voice is you and you don’t want to lose that. Clients today want expertise and that connection to you as a person. However, I think like the great fashion designers you can have a style that can be emulated by your team. Madame Chanel has been gone a long while but we still know and crave her designs.

You can start by keeping the curation and farming the rest out. The curation you can automate with Google alerts for your keywords. Or use a tool like MeetEdgar, social media scheduling tool.

3. How am I going to track success?

You’ll want to track your success so you can make sure you’re getting a return on your investment in virtual help.

What’s going to be your measure? Sales is obvious but might not be the best measure.

Some people say that you can’t be hired directly from social media. I’ve been hired from Linkedin before. So, go figure. A better measure than actual sales might be engagement.

Are you getting more inquiries? Has your Klout score gone up? Pick something to measure like are you connecting with more influencers or ideal clients then tie that measurement to cash. Social Media Examiner has a great article that suggests 3 strategies for you. I think the rating idea is genius. Typically I create specific links and landing pages to capture the results of how well the social campaign is performing.

New to all this?

If you’re just starting out with social media, I recommend picking one platform where your clients hang out and concentrating on that.

Your VA can help you to:

Sign you up on platform
Write your profile listing with marketing flair
Add articles and presentations as social proof
Do a search for influencers and clients based on keywords
Connect with influencers and support them
Pick topics to discuss based on keywords and hashtags

Where can you find a social media virtual assistant or social media manager?

Thankfully, there are loads of options for quality talent when it comes to social media.

You have online firms like Audience Ops and CopyHacker, which hire competent writers to create content for you. I haven’t used Audience Ops but I am beta testing their new social media tool so I feel comfortable saying they are a good company.


Dina Lynch Eisenberg, JD, is the CEO of, an outsourcing training/consulting firm for successful lawyers and entrepreneurs based in Oakland, CA.

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