I’ve just read yet another article in which the author recommends social media as an inexpensive way to brand and market a small business such as, for instance, a sign shop. It sounds so simple and, most importantly, the fact that it’s said to be inexpensive can seem attractive.
“Inexpensive” or “free” is likely to appeal to small business owners but what’s touted as “inexpensive or free, is mostly not inexpensive or free. It just means that you don’t have to pay to post, but what about the valuable time you spend posting?
This is not an anti-online rant. I’m all for a good website, a well-done blog, and a comprehensive e-mail list; I’ve seen plenty of evidence that these tools are essential for most businesses that care about appearing legitimate; the rest of social media is, however, a different kettle of fish. To give you some insight into the time-cost/benefit aspect of promoting on social media check out these observations I made monitoring the posts by some of my 1,200 connections on LinkedIn (I have since shut down the account for being time-costly and unproductive):
- Seldom do the posts of non-famous names (anyone other than Bill Gates, Fortune Magazine, or an attractive 25-year-old blond doing videos) get more than a few views and even fewer “likes.” And by “few” I mean two or three.
- These same posters just keep doing it over and over again for the same meagre response. Surely their time could be better spent on a more productive marketing strategy?
- Most people on social media seem to be there to sell, not buy (that’s when they’re not being rude).
Now, admittedly, mine was not a controlled, scientifically-based survey. And also, there may be some types of businesses for which social media posting could be worth the time and effort, but as far as I can see, not many.
So, think carefully before you waste time and effort the way “social media experts” are trying to get you to do. Pause and give social media marketing careful cost-benefit consideration. If you turn out to be an exception for whom social media promotion yields profitable results, well done. But you’d be the exception.
It’s likely not worth investing hours of time and effort in promoting your brand on social media (with the exception of a good website, a well-done blog, and an email list) rather than using more traditional branding and marketing options.