Social media has occasionally been touted as a cure-all solution for businesses that are failing to meet expectations. While we have all seen incredible social media success stories — Gary V’s awesome Wine Library TV comes to mind — there is little doubt that social media is not enough to save every business out there.
When planned correctly and implemented intelligently, social media can be a huge tool for your business. From Korean food carts to awesome online design workshops, the amount of companies that have been pushed into the public eye thanks to social media is truly astonishing. However, with those successes come some rules for what social media can’t do.
These five things are expectations that a lot of businesses have when they enter the world of social media, many of which come tumbling down. If your business is looking to invest in social media for long-term success, it is important to be realistic and flexible. Adopt these situations into your plan, realize that social media can’t solve everything, and implement a marketing strategy that is built on realism, not false expectations.
1. Social media can’t stop global trends.
There are groups out there that are, paradoxically, trying to fight globalization through social media. Similarly, there are outdated businesses trying to preserve an old business model by adding the newest, hippest marketing method into their strategy. While social media can generate short-term results for outdated businesses, it can’t slow the turn of the earth and turn back trends for them. You need to adapt and invest in social media, not just one or the other.
2. Social media can’t erase bad PR.
Even the world’s most positive social media presence couldn’t promote a toxic waste disposal company. When your company is already in the public eye for negative reasons, the best way to fight is not with ultra-positive social media efforts. Fight negative publicity head on with fact and reason, then use social media to create discussion that is real, non-accusative, and valuable.
3. Social media can’t help an uninspiring business.
Social media is all about one thing: attention. You need attention before discussion; you need attention before promotion; and you most certainly need attention before you start selling directly. What is the best way to gain attention through social media services? Make your business interesting and inspiring. Start by creating conversation, then invest in long-term social media strategy.
4. Social media can’t erase uncertainties and insecurities.
In fact, it tends to raise a magnifying glass to them. Before you invest in social media for your business or yourself, remember that it is going to put everything into the public arena. If your business does not scale with extra attention, or simply is not something that performs through the press or online media, it might be worth rethinking your strategy.
5. Social media can’t stomp your competition.
But it can raise you above them. The world of business is not about your competitors going down; it is about you going higher than them. Invest in social media like you would a long-term investment in a business — with intentions to get higher and more valuable, no matter where the rest of the market is going.
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