Why We Don’t Offer Social Media Management (and Why It Needs to Stay In-House)

We love social media. We use it, we write for it, and we think it’s one of the best ways to show off your brand’s personality. However, if you’ve looked through our services and noticed that “social media management” is missing, that’s not an oversight. It’s a deliberate choice.

Here’s why we don’t manage social channels for our clients and why we think you’re better off keeping it in-house (or at least closer to your team).

Social Media Is Real-Time

Great social media isn’t scheduled months in advance. It’s reactive. It responds to news, trends, and moments in your business as they happen.

• Your team lands a big client? Post about it.

• Something funny happens in the office? Share it before the moment passes.

• A big industry update drops? Weave your perspective into the conversation right away.

Agencies (even really good ones) aren’t sitting in your Slack channel watching those moments happen in real time,  and if they are, it’s a very expensive way to run your social.

Your Voice Needs to Sound Like You

We can help you find and refine your brand voice, but the day-to-day posts need to feel alive and authentic. That’s hard to do when they’re written by someone several steps removed from your business.

When social lives in-house:

• Your team can answer questions and comments immediately.

• Your posts reflect the culture and tone of the people clients actually interact with.

• You can share quick wins and updates without going through a content approval chain.

  
  

Social Is Relationship-Building, Not Just Posting

Many businesses think of social media as a “post and pray” channel. But the real power is in the interactions: replying to comments, starting conversations, and engaging with other accounts. That’s tough for an outside agency to do well without sounding generic.

Your in-house team knows your clients, partners, and prospects by name and they can engage with them in a way that feels personal, not outsourced.

Outsourcing Can Create a Lag

Even the most efficient agency workflow has review cycles and approval processes. That delay can mean you miss the timing on a trending topic, or a comment sits unanswered for days. Social moves too fast for slow response times and slow responses can make your brand look unapproachable.

Where We Do Fit In

Just because we don’t manage your social feeds doesn’t mean we leave you hanging. We can help by:

• Developing your social strategy: Identifying goals, platforms, and posting cadence.

• Writing content pillars: Defining the topics and messaging themes you should post about.Creating templates: Designing post formats that make your team’s job easier.

• Training your staff: Teaching them how to write captions, use hashtags, and analyze metrics.

Think of us as the architects: We build the plan, then hand you the keys to run it day-to-day.

Social media works best when it’s nimble, authentic, and connected to the daily rhythm of your business. That’s why we don’t manage accounts for our clients because we believe you’ll get better results (and more genuine engagement) by keeping social in-house and letting us support you behind the scenes with strategy, training, and content planning.

At Borrowed Pen, we build social strategies that your team can run confidently. Work with us, and we’ll help you set up the right voice, content calendar, and systems so your in-house social shines without feeling like a full-time job.