Every business wants to grow. Whether a company is already doing well or just getting started, it always looks for ways to move forward. One of the most powerful ways to achieve this is by including social media marketing along with your regular marketing efforts. As social media continues to shape how people communicate, businesses need to decide how to manage their presence online.
Should a company hire a dedicated in-house team for social media marketing? Or should it trust a digital agency with experience in handling social media platforms? This article will compare both options—internal (web designing team) vs hiring a professional social media marketing agency. The goal is to help you decide what suits your business best.
Why Social Media Marketing is Important
Social media platforms like Facebook, Instagram, LinkedIn, TikTok, and X (formerly Twitter) have changed how businesses connect with their customers. Brands now need to post regular updates, respond to comments, run ads, manage reviews, and track performance.
Without a strong social media presence, even a well-designed website may not bring the desired results. That’s why businesses in Dubai and around the world are investing in social media marketing.
Option 1: Hiring a Digital Marketing Agency
A digital marketing agency brings an entire team of experts who specialize in different areas—content writing, graphic design, video production, analytics, SEO, and social media strategy. Let’s look at the advantages.
Pros of Hiring an Agency:
- Team of Experts: You get access to professionals with experience in each field, working together to deliver results.
- Better Planning: Agencies usually have tested strategies and tools to track success.
- Time-Saving: You save time by outsourcing the whole process.
- Creative Content: Agencies are better equipped to produce high-quality video, infographics, and blogs.
- Campaign Management: They run paid ad campaigns with precision, targeting your ideal audience.
Cons of Hiring an Agency:
- Less Brand Knowledge: They might take time to fully understand your brand’s voice.
- Costly for Startups: Monthly retainers might be expensive for new or small businesses.
Example:
A real estate company in Dubai hired a digital agency to manage its Instagram page. Within 3 months, their followers increased by 250%, and they started receiving direct inquiries via social media.
Option 2: Internal (In-House Web Designing or Marketing Team)
Some businesses prefer to keep everything inside the company. They hire a web designer or a marketing staff who manages the business’s social accounts alongside other responsibilities.
Pros of In-House Teams:
- Better Understanding of the Brand: Internal staff knows the company’s values and culture.
- Quick Feedback and Changes: Communication is faster within the office.
- Direct Control: You manage everything, from strategy to posts.
Cons of In-House Teams:
- Limited Skills: One or two people may not be skilled in all areas—design, content, analytics.
- High Pressure: Managing social media along with other duties can lead to burnout.
- Resource Intensive: Hiring full-time staff means paying salary, benefits, and training.
Example:
An eCommerce startup tried to manage social media through its web designer. The posts were regular, but engagement remained low. Later, after hiring an external content creator, their reach improved significantly.
Comparison Table: Agency vs Internal Team
| Factor | Digital Marketing Agency | In-House Team |
|---|---|---|
| Expertise | Team of specialists | Limited to in-house skills |
| Tools and Software | Access to advanced tools | Might depend on free tools |
| Creativity | High – backed by professional designers | May lack fresh ideas over time |
| Speed of Execution | Fast with defined processes | Depends on internal workload |
| Brand Understanding | Takes time to learn | Deep understanding from day one |
| Costs | Higher monthly fees | Salary, benefits, and overheads |
| Scalability | Easy to scale up campaigns | Limited by internal capacity |
| Reporting and Metrics | Detailed performance reports | Depends on team skill |
When to Choose a Digital Agency
You should choose a digital marketing agency when:
- You want fast results from paid ad campaigns
- You are launching a new brand or product
- You don’t have time to manage a team
- You need fresh and creative ideas regularly
- You need access to advanced tools and insights
When to Rely on Internal Teams
You should choose internal social media handling when:
- You have a small business with limited budget
- You need close brand monitoring daily
- You already have creative people in your team
- You want to manage things more personally
Is There a Middle Way?
Yes. Many businesses use a hybrid model. They keep a brand manager or in-house designer who coordinates with an external agency. This way, they get the best of both—control and creativity.
Hybrid Model Example:
A Dubai fashion brand uses an internal designer to create rough post ideas and works with a social media agency to polish and publish the content. The results: 5x improvement in engagement and fewer revisions.
Role of Web Designers in Social Media
Some companies think their web designers can also manage social media. While they understand design tools and website layout, managing platforms like Facebook or Instagram needs more than just graphic design:
- Writing engaging captions
- Scheduling posts
- Responding to followers
- Understanding platform algorithms
- Running and optimizing ad campaigns
- Analyzing performance metrics
Unless your web designer is trained in social media marketing, expecting them to manage all these tasks can lead to average outcomes.
Key Metrics for Social Media Success
Whether you choose a digital agency or an internal team, you need to track performance. Some key metrics include:
- Follower Growth
- Engagement Rate (likes, comments, shares)
- Reach and Impressions
- Click-Through Rate (CTR)
- Conversion Rate
- Cost Per Click (if running ads)
- ROI from social campaigns
Tracking these helps you decide what’s working and what needs change.
Questions to Ask Before Choosing
Before you decide who will manage your social media marketing, ask:
- Do we have the skills in-house?
- Can we afford a digital agency long-term?
- What are our goals—brand awareness, sales, or engagement?
- How fast do we want to see results?
- Do we need analytics and reporting regularly?
Conclusion
There’s no one-size-fits-all answer when deciding between a digital marketing agency and internal social media management. Both have strengths and limitations. A digital agency offers speed, creativity, and scale. An internal team gives more control and better brand alignment.
The best approach depends on your business needs, size, and goals. Many successful businesses in Dubai and the UAE are using a blended approach—keeping brand understanding in-house while using agencies for execution and creativity.
