In his book, Jab, Jab, Jab, Right Hook, Gary Vaynerchuck talks about how Social Media Marketing (SMM) is like a boxing match. That is a great analogy and you should read the book.*
Another way I like to look at it is by comparing SMM to going on a blind date:
To try and improve your chances of convincing the other person that you’re worth going on more dates with, obviously, it helps if you look and act your best. Many of the things you do to maximise your attractiveness, can be outsourced to professionals. You can get your hair styled, your outfit designed, your nails and make-up done. You can even, if you want, get coached by someone on what to say, how to say it and even on how to behave. Memorising a few great jokes is always a good idea, especially for a first date.
The one thing you can’t outsource to a professional is actually physically going on the date. That is where I think a lot of brands are missing the point at the moment. SMM is a tool for starting and building relationships like a real person does with real other people.
For it to work, you have to “personally” show up, smile, make them laugh and hold in your farts.