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Why You Shouldn’t Rely on Social Media

Why You Shouldn’t Rely on Social Media

Why You Shouldn’t Rely on Social Media

Why You Shouldn’t Rely on Social Media

I was recently a guest on the Brand Newsroom podcast that’s hosted by Lush Digital, to speak about why businesses need social media training. In the midst of conversation it came up that many businesses think that social media is one of the most cost effective forms of marketing and that small business especially pin all of their hopes on this one channel to deliver them sales.


Social Media is a Marketing Channel

Let’s be clear, social media is a marketing channel, it is not a strategy. A marketing channel is a channel of communication, much like TV or radio. Therefore, you do not need a separate social media strategy, it should be part of your overall marketing strategy and form your marketing tactics.


Social Media for Business if VERY Different from Using Social Media Personally

I see so many businesses just handball social media to the receptionist or admin assistant thinking that they are young so they will get it. Unless they have had some type of social media training, it is possibly the worst thing you can do. Don’t disregard social media by giving it to anyone in the office, it won’t succeed. Don’t set them up to fail by not having the proper training for them, so they can have clear goals and direction.


It’s Not as Cost Effective as You Think

If you’re going to do social media correctly, it takes an investment in time. In fact it is one of the most time consuming channels. This is where it pays to have a very clear and defined content strategy, plan your posts out and set up monitoring tools. The more you plan your social media instead of taking an ad hoc approach the less time that needs to be invested.


Some types of social media advertising, such as those on LinkedIn are not cheap. We recommend on Facebook alone for a small business that runs one campaign a month to have a minimum monthly media spend of $300.


You Can’t Rely on Social Media for Sales or Traffic Alone

Time and time again we hear from businesses who aren’t getting any sales and are at a loss as to why. When we ask what marketing they are doing they say just social media. This is like saying I want to get fit but I am only lifting weights on one arm.


Facebook in particular is always changing the way they do things. One algorithm change and who knows what could happen. Social media also relies on content. Content that can help drive traffic to your website such as blogs.


You have a physical product, then what else are you doing to create awareness for it? You need to take a holistic approach to marketing and ensure your marketing efforts serve as a funnel to visitors to your site, shop or other.


Social media does have the ability to reach more targeted people immediately than any other channel and on a consistent basis. Take the time to understand it and look at your marketing more diversely to ensure it is truly successful.