Mainstream social media has been around for a few years and it doesn’t look like it’s going anywhere any time soon. Like all new communication mediums, there is both excitement and anxiety about your company marketing along this new channel. It’s best to step back, take a breath and tell yourself it’s all going to be ok.
First, although it is something new and different, the basic principles of selecting advertising mediums still apply. Every time there is a revolution in information consumption, there are marketing opportunities close behind. In that sense, the recent boom of social media can be likened to the first online advertising, television, radio and even print media. Social media is just the latest in a long line of innovations, but it’s not likely to be the last.
While there may be “marketers” out there using scare tactics to try and make business owners and marketing managers believe that if their company is not on Facebook, Twitter, Instagram, Pintrest, etc. they are dead in the water, in many (or even most) cases that simply isn’t true. It all comes down to whether or not your customers are using the medium or not.
To put it another way, if the customers you are targeting aren’t going to engage with your company on social media, it doesn’t really matter if you are on it or not. The same way a company doesn’t have to advertise on tv, or in the newspaper, or on the radio, and on and on. It’s that simple.
The thing that sucks people into thinking they need social media, if I were to take a guess, is two things:
- The fact it’s free, and;
- The fact your customers have the chance to interact with you.
Neither or those are particularly true, nor are they necessarily appealing as they seem.
First, posting online may be free in terms of dollars (though Facebook is trying hard to change this), but there is always a time cost associated with everything that you do as a business owner. If you’re taking the time to come up with meaningful posts, that is time taken away from other tasks, usually in the middle of the day. This time adds up and if none of your clients are on social media, it’s spinning your creative wheels while getting nowhere.
The second fallacy is customer interaction. While it may be true, unfortunately the interaction is usually negative. Few people will take the time to say something positive on a company’s Facebook page, but everyone will post a complaint. This is a public venue and you will want to deal with it quickly, taking up more time in your day.
At the end of they day you need to decide if social media is right for your brand. If you truly thing you will win loyal customers from it, then all the power to you. If you doubt that your market is even paying attention, focus on other efforts and don’t let some marketer bully you into it.