Why is “in house” development a financial nightmare for a social media strategy?
For starters, the man-hour costs of developing a fully integrated, reliably functioning social media platform are enormous. Building a community is a complex enterprise, an endeavor that requires a team of highly experienced technicians. Companies that have the capability of constructing and deploying social media communities in a matter of weeks have generally spent years developing the multiple skills and in-depth expertise demanded of the process. The costs of creating templates, developing code, designing interfaces, Q&A testing, deploying and administering communities are staggering. Perhaps most important, when technical issues pop up (and they always do), having a reliable group of professionals to address them is vital. Unless your organization has in-house specialists across a broad range of Web engineering expertise, your site might experience downtime when you least expect or desire it. Members of a community tend to be less than tolerant of lapses in site functionality—what
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