Social media marketing: business activity. . . or waste of time?
Have you got a Facebook business page? Did you know that, on average, only 1 in 10 of your followers will see a post from your page?
“Social media marketing” may be a popular term, but the impact on the average business has been less than dramatic. Sure, it makes business owners feel good. But bottom line? Little to no positive impact on the business in the majority of cases.
Why? Quite simply, because “social media marketing” puts the emphasis on the wrong thing. Posting updates on social media shouldn’t be construed as “marketing”. In reality, it’s a form of unpaid, vanity advertising.
Don’t get me wrong — I believe there is a lot of potential in a platform like Facebook, LinkedIn or Twitter to help connect you to potential customers. But calling your posts on Facebook or Twitter “marketing” is an overstatement.
I am more and more convinced that most businesses are wasting time and energy on social media. With the exception of a few entrepreneurs who are a “brand” in and of themselves, the majority of business activity on social media, particularly Facebook, is unfocused and ultimately ineffectual.
And until you can track it, and measure the revenue you generate as a direct consequence of it, don’t call it marketing.
P.S. If you’d like to engage in marketing you can measure, get in touch.