I’ll be honest and say some of what follows is a bit ‘tongue in cheek’, but here goes anyway.
When done well social media is a great tool for business communications. But I do feel in some areas its ‘success’ has been overblown.
Return on investment
Where is the evidence that shows a clear return on investment (ROI) in social media? It’s probably ‘out there’, but I can’t find it.
Would you invest in something that you couldn’t demonstrate a clear ROI to your business? Of course, you wouldn’t. But when it comes to social media, the normal tests seem to go out of the window.
It’s about the conversation
I’ve heard it said that social media is about dialogue. I suppose it is. But at the end of the day you are in business to make money for your company. If the social media you use or are planning to use does not add measurable (this is vital) value to the bottom line then maybe you shouldn’t be spending your businesses’ limited budget to it.
Well everyone is doing it
Let’s be honest. Most businesses are on social media because their competitors are.
Factor in that anything shiny, new and cool is usually irresistible to most people under 40, particularly those in marketing or PR, and to those over 40, who don’t want to look old and out of touch.
So, ask yourself, will social media fill a gap in how you communicate with your audience?
Simply, it might not be right for your audience, so do some research and understand if this is a channel that is right for your audience and right for you.