How much is too much? How much social media interaction and engagement is worth it? Does social media even work?
These are the questions that the majority of business owners I speak to are asking themselves. I won’t even mention the few people I talk to who aren’t convinced that social media is the future of their marketing efforts. It still happens.
But I think I am turning into a social media critic. Yeah. I am a social media critic.
We really need critics right now. I can tell you from the front lines of social media marketing, we are not as smart as we think we are. And business owners aren’t as stupid as we make them out to be. Simply put, social media, as it stand now, is not for everyone.
The cost in both technology investments, branding, training and, most importantly, time are too high for many businesses.
The Technology Requirements of Social Media
For businesses unaccustomed to social media and its inner workings, even the most basic assumptions social media marketers make can be an enormous leap. Some businesses don’t have WiFi set up, which means they may be tethered to desktop computers. And those computers may not even be able to handle applications like Tweetdeck, YouTube, Facebook and other tools.
The last thing a social media marketer wants to find out when starting a new consulting gig is that they’ll have to wait to get new computers bought, or WiFi installed, or a laptop replaced. You just lost two weeks. Talented marketers will adapt to this by either talking about technology during their pitches and initial conversations, or being able to train people and provide overviews of social media while the technology is being upgraded.
The Branding Requirements of Social Media
I like starting blogs. Inbound marketing is a powerful tool for businesses to being their social media interactions with. Because my business primarily deals with businesses involved in the hospitality sector, I consider their content to be top-notch. What is their content? Their food! Their wine! Their daily specials. Most of all the people, the chefs, the sommeliers, the owners, the managers.
But good blogs and websites cost money. I really don’t believe in using poorly designed blogs or off-the-shelf products for websites. I think the great content that clients will be illustrating need fantastic, unique design in order for it to make even a minor impact. Launch a crappy blog and I actually think you might be doing your business harm. Influencers online can tell the difference, and although they may not be your target audience, they are the ones you want to enfranchise to share and promote your content (and therefore your business) when they do find out about it. Your customers are following them.
So websites, blogs, Twitter account, Facebook fan pages: these all cost money to do properly. And those costs can range from $500 for a decent blog into the man thousands for a blog, new website and other customized sites.
Social Media Training
Catching businesses up on the daily ebb and flow of social media is one that social media marketers really need to excel at. But it also requires time to bring someone from newbie status to experienced networker. Bringing up Tweetdeck or Tweetie or Seesmic for a client for the first time scares the crap out of them. All those columns! Where is Twitter? What is this? It’s moving too fast!
It usually takes me between 3-5 hours to properly train someone in the functionality and capabilities in a Twitter client. And that is not counting the month or more it takes to monitor their tweeting to ensure they are tweeting properly: shortening their links, retweeting enough stories, or sharing appropriate content. Are they following people back? Are they creating or maintaining lists as any good business should?
All told social media training takes a couple of months until a client approaches that sweet spot when they not only feel comfortable but are enjoying themselves and serving the needs of their business.
Even Now Social Media is Not For Every Business
It’s true. Sorry. I have to retract things I have said in the past. Simply put, the costs and time involved in social media are still too high, and the return is just not provable yet. I know it is coming. Eventually we won’t even use the words social media. It will just be embedded in our daily lives and interactions. The technologies and philosophies will just be part of our operations.
But for now, social media takes a heavy toll on a businesses operations, and for some small businesses, where few people where many hats, asking them to don one more may not be worth it.
Image Source: Peter Kaminski on Flickr
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I think the biggest problem is the VC’s and the Social Media Startups and Networks are pushing hard for IPO’s and thus overhyping the product. 2 quick examples. Twitter spouts 70 mil accounts. I have 4. And at 50 million tweets per day truthfully 7-15 million users are on it each day participating. But I bet they earn more money than the average person. Facebook spouts 55 minutes per user on the site. Yet if I log in and keep Facebook open in a Firefox tab all day yet only spend 10 minutes on the site, they record all day for time spent.
And both live feeds you can’t advertise in because most people with lots of friends and connections see maybe 20% of what is posted to that feed if that due to sheer volume.
These are things a business Owner will never hear from the VC’s or Social Network Owners/Startup folks. VC’s, the Networks, and Wall Street are dying for another Dot.com IPO pump and dump.
But the critics and those of us who observe and look out for our clients properly will not be duped this time. Social Media has features Brand’s and business can capitalize on and they should. But it won’t replace traditional advertising, it enhances it. Just like Mobile. Adds special elements a Billboard or TV commercial can’t.
And btw your article is on the money!
Hmm, never thought of the idea of IPO’s firing back up again. I mean, i am sure silicon valley, wall street and others are always looking for that. The fact they havent really happened yet should be a sign perhaps that its still not ready.
The fact that I have gone from full on evangelism to constant criticism (as a way to improve and strengthen, not to merely bring down) of social media tells me that I am putting myself in a position where neither nor my clients will be duped.
I find myself talking to clients about the need for traditional advertising and outreach as well
Really thanks for the comment and for stopping by, much obliged! I checked out sky pulse…like it but where is the blog dude
Z
@ Zacharycohen 2 million people read my essays, the web site was hit 50,000 a day deemed commercial, so it got shut down, I was famous and people loves my writing, it’s boring, better to just sell some shit, like a book or any product
loved. love. will love foreva, ahahaha!
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