Social Media is a waste of time.
Why? Well, as the famous saying goes “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
The same is true for social media. There are so many experts convincing business owners to establish a social media presence, yet so few are building the business case for social media in a strategic context, with measurable business objectives in mind.
Some ‘social media experts’ proudly proclaim their number of followers as if they were collecting souvenir spoons from their travelling expeditions.
My view is that social media is a waste of money, unless you are starting at the strategic level and working down to the tactical implementation, including the selection of the tools and platforms.
If someone approaches you and offers to ‘set you up a Facebook page’, without investing the necessary time to understand or develop the strategy – run!
It is a waste of time and money unless you have a clearly defined strategy in place, and the organisational will and capability to follow through on the plan.
Social Media is like grabbing a tiger by the tail. It’s fun at first but you can’t let go without consequences.
The consequences of a poorly defined social media strategy aren’t limited to financial losses, but it’s a fine measure to keep the mind focused when making marketing investment decisions.