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The California Tortilla I love has left me with a bitter taste and a touch of indigestion. And it has nothing to do with the food. Or my views on their marketing.

In fact, the company’s online brand promotion program (http://www.facebook.com/home.php#/pages/california-tortilla/43773552194?ref=s) is exceptional. It’s quirky and homespun and, most important, consistent with the in-store dining experience.

What I find grating is marketing director Stacey Kane’s recent contention (http://smartblogs.com/socialmedia/2009/06/29/outsourcing-social-media-not-awesome/) that it is a “big mistake” to engage an outside consultancy for social media services. Her argument is predicated on two beliefs: 1) an external resource lacks passion for the brand; and 2) outsourcing social media activities damages the authenticity of a company’s voice.

Both views are complete bunk. I’ve spent 20 years as a public relations gun for hire and a constant in two decades of work is a pure and unfiltered intensity for the clients I represent. At times, I have even struggled with too much of a rose colored view of a client’s solution and prospects for success.

Regarding authenticity, reality often precludes corporate executives from developing a content strategy, crafting every blog post or peppering their day with tweets. Some are poor writers. Others lack the necessary time.

My view is that as long as an executive is engaged in the social media process and the message reflects their views, authenticity is achievable.

Now, I am certainly not arguing that a company’s best interests are served through outsourcing social media expertise and execution. Strategic Communications Group (Strategic) has the good fortune of working with a set of clients who have developed a deep competency in social media and digital communications.

Professionals like Steve Lunceford (http://govtwit.com/) at Deloitte, Kristin Bockius (http://blogs.msdn.com/bright_side_of_government/default.aspx) at Microsoft, Jennie Olson (http://www.blogtalkradio.com/gotostrategic/2009/06/29/Interview-with-Jennie-Olson-of-GovDelivery) at GovDelivery, Kevin Moss (http://www.csrperspective.com/) at British Telecom (BT), among others. Each plays a star role driving the success of their corporate program.

Yet, there clearly is a critical place for an external consultancy in the corporate social media mix. I see the value delivered in three core areas:

1. Helping define a content strategy and creative approach that is in-step with a company’s business priorities in the areas of lead generation, sales, market positioning and valuation, and corporate culture.

2. Injecting best practices from participation in multiple social media campaigns for clients in different segments of the market.

3. Providing honest, candid and (when appropriate) critical counsel on the execution of the program, even when it is not what the client wants to hear.

There you go Stacey Kane of California Tortilla. I still love your food, but when it comes to your views on the importance of external social media consultants you miss the mark.

Marc Hausman is president/CEO of Strategic Communications Group, a public relations consultancy based in Silver Spring, Maryland. Read more at http://www.strategicguy.blogspot.com.