Social media is one of those buzz words you hear in marketing textbooks and on blogs these days, but I think it is over-rated.
Don’t get me wrong, it has it’s place–so many people spend a large portion of their online activity on social media sites–but does that mean EVERYONE should be advertising there?
There’s a massive push for all companies to advertise on social media sites, particularly Facebook. What if your customer’s don’t use facebook? What if it’s B2B? What if you’re marketing to people who don’t use smartphones at all? What if you sell large quantities of legal size paper? There is a place for social media, but it’s not as important to EVERY company as some might suggest.
I propose a list of DO’s and DON’T's for social media.
DON’T use social media:
-If you don’t know why you are using it, who you are targeting, or why they should care.
-When you don’t have any success metrics or goals for tracking the return on investment.
-If you aren’t a mass-market company/product
DO use social media:
-If you have a solid message and strategy for implementing it
-If you are on a small budget and know exactly who you are targeting, and the type of content they want to see
-If you want to inform your existing customers about sales/coupons
-If you want to create community
-If you KNOW how to track your message and how well it’s being received.