Social marketing has dominated internet marketing thought for the last several years, but I think it is important to note that this form of marketing makes sense for some but certainly not all.
It seems one of the big allures is it allows people to be people and network as they have always done in business, but in a more sophisticated and explosive manner. It is also worth mentioning that you can market socially for free, and capital is something many small businesses are lacking… Making the thought of this form of marketing almost a de facto choice for many.
The first problem is that time is money, and if you don’t have a dedicated human being to your social marketing efforts, one who spends at least 3 hours a day in the function of social marketing, you’re the one who must carve out the time each day.
To be clear, the time spent social marketing is not mindless at all. To be effective socially you have to be constantly putting out strong content of some sort. Right now video is dominant and I suspect it will be for the indefinite future. Video offers content, moving pictures (yeah!), and the most important of all… “Easy”.
Shooting videos isn’t free, and hiring people to do all this, if not you, isn’t free either.
Further complicating the issue, you have to be cohesive, methodical, and most importantly strategic. In other words you can work like a maniac and spend untold dollars with no results, if you go down the wrong path.
Lastly, social marketing is not a great medium if your business is geographically limited. Most businesses are bound by their ability to actually get a face to face with a customer. This means most are actually bound to their home city.
Think of how this little point isn’t congruent with social marketing. From what I’ve heard and unfortunately saw in Will Smith’s Six Degrees of Separation is that the network of people expands quickly, and if you are geographically bound, it expands well out of your reach as a business. If you are this business, you have the pleasure of working and working, with all of this potential interest in your product and service completely unreachable due to your geography.
The whole point is social marketing is right for the right person or business. The perfect person loves all the work (and there is a ton), and ideally can deliver product and service nationally and even internationally.
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