There some dos and don’ts when it comes to social media for companies.
The operative word is connect, because too many businesses view social media as a broadcast medium, rather than a platform to communicate, which it is.
When it comes to agencies vs. doing it internally, I’m partial to the folks running the business doing it themselves, since it’s more authentic. However, if you don’t feel like you’ve got the time to dedicate, then outsourcing is problem a better option.
But try doing it yourself at first, because it doesn’t have to be such a big task. For starters, just create a Facebook page and Twitter account. Check both places to see if you can get the same name, so you are consistent there. It will make it easier for branding. Encourage customers to like you on Facebook and follow you on Twitter on your website and any offline promotional items.
Once you have the accounts up and running, just share the same information that you’re posting in your location: the specials, any upcoming events, etc. Plus pictures of the staff, products, and customers (if they give permission).
It’s all about the relationship with you and the customer, so focus on connecting. You might feel like you’re talking to yourself for a while, as you get people to “like” and “follow” you. Keep on it daily and respond to anybody who asks a question, and your social media efforts will grow.