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Why social media isn't free

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Social Media Is Free?

There is a popular opinion online that social media marketing is free. Many times the hordes of social media "gurus" are the ones that suggest this the loudest, and every time they do, they are wrong. Social media is not free. In fact, if you are not careful, social media can be the biggest waste of resources your business can realize.

What They Really Mean

What these gurus really mean is that you do not have to pay upfront to use social media. There is no cost per click, cost per mile or any real monetary investment. You can gain followers, hear feedback and engage with no money down.

However, what the gurus often do not realize is that if you aren't getting a good ROI, then social media can and often will become a massive time sink. In many cases, this shows an absurd lack of understanding of how businesses operate in real world terms.

For example, if a business owner spends three hours per day on social media and gains hundreds of followers that do not convert and are not interested in converting, that is three hours per day wasted. In those same three hours the business owner could have been putting efforts towards proven marketing strategies, customer service or, really, just about anything else.

Social media isn't free, yet social media can pay dividends.

Correct Strategies

In order for social media to be profitable a tailored and ironclad social media strategy is absolutely necessary. If a massage therapist is only available for hire in her immediate region, focusing on building up as many Facebook fans, for the sake of having a big number of fans, is an absolute waste of money.

If, however, that same CMT were to focus on gaining friends within a 20 mile radius and did so effectively, then her time would be well spent.

Social media is a balancing act. Everyone does need a presence, the question is just how much of a presence and how much activity one truly needs. Realizing how to set up your strategy is essentially the same as any marketing campaign.

  1. Identify your target audience
  2. Understand their media usage habits
  3. Test your ideas and scale up the successful ideas
  4. Continue with profitable campaigns, cut out time sinks

If social media happens to be around at step number four, then excellent. If not, then it isn't free and it certainly isn't helping build up your business.

Social Media Marketing

More questions about social media? Sometimes hiring a local social media marketing company to manage your social presence is the wisest decision, in that taking one hat off while realizing a return on your investment can be exponentially beneficial to businesses.

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