It’s been a while since I’ve written about social media (and it feels gooooooood).
One headline I just saw in my newsfeed was “Is Social Media Right for Your Business? The short answer was “YES.” Their point was that every business MUST have an “online personality” represented on Facebook, Instagram, etc. or they’ll lose to competitors who do.
I immediately pondered and thought, “What about the companies not using social media who win business from companies that do?”
I can think of too many examples including clients and other successful businesses I work with. I just pulled a job from a business swimming in a rich Social Media broth and gladly gave it to one that still uses dialup internet on an as needed basis. Landline phone only. The owner is eyeing a nice retirement soon, BTW.
For good reasons, many businesses don’t want social media and don’t need it, at least for now.
Expert Advice or Sales Pitch?
Despite what you may hear from some marketers out there (who sell social marketing services), having an “online personality” on Facebook, Instagram, LinkedIn, Twitter or any other other platform is not a marketing necessity today. You may choose to position your brand in a manner that works better in other media, including online, such as your own great website and a strong trade presence. Maybe a top-notch personal selling organization drives your growth.
Pay the freight or nothing gets delivered.
The truth is, your customers find your business and come to you primarily through channels other than social media. It doesn’t make sense to spend a lot of time posting a bunch of quality content on social media unless you pay for people to see it, and have a strong value proposition, just like any other advertising. Then you may gain sales opportunities from the added brand impressions. You know the advertisers courting you on Facebook if you spend any time there. They’re paying and you’re noticing.
So, unless you plan on budgeting for advertising, think of social media as a sidebar in your overall branding and public relations efforts. You want to keep an eye on it and pay to boost it when you need to see results from it.
Now that some of the dust is settling, we’re understanding Social Media’s marketing limitations and weaknesses as well as its continuously fluctuating opportunities.
One thing I’ve learned as a veteran professional user is never expect anything of great value to come out of free or public media space but expect great results from earned relationships.