Just because everyone else is doing it, so should you, right? Not right! Social Media for business is not a requirement for a successful digital marketing campaign.
Just because your grandmother has made it into this century and has figured out how to tweet about her Zumba lessons, doesn’t mean it needs to be a pillar of your marketing strategy.
When Social Media For Business Doesn’t Work
Think, for example, about Grandma. She may know how to log on to FB, but she and her peers might not do any more than connect with family members. Know your audience and spend your social media energy wisely!
It’s also important to think about your relationship with your clients. Even if you provide an invaluable service and your clients love you, they still may not care to pay attention to what you’re putting on Facebook. Plumbers, attorneys, public adjusters, dentists and more fit into this category (remember: social media is for entertainment — and social media for business works best when it’s easy to get likes, comments, and shares on your posts).
When Your Competition Isn’t Using Social Media
Next, ask yourself: does social media jive with my business? Is my industry actually taking advantage of social media to communicate? There may (or may not) be a reason for it: from compliance to corporate espionage, there are many valid reasons to avoid using social media for business.
Finally, social media won’t “fix” any of your business’s problems. Although it is free to use, social media requires integration with a communications plan, someone who understands how to use it specifically for business, and decision-making and execution. So, no, it’s not really free.
When to Ignore Everything We Just Wrote
All of this being said, there are still some great reasons to use social media for business even if some of the above points resonate. For example, connecting with referral sources on LinkedIn is a powerful strategy to grow your business that doesn’t require your brand to be an Instagram Star.
So while there are benefits to using social media, make sure you’re not participating in it just to jump on the bandwagon and fit it with the popular crowd. You should be analyzing your digital marketing strategy monthly and make sure that it is providing a ROI; otherwise, it’s time to shift your resources to something that gives you a return on your investment.