You actually don't need social media. It needs you.
How many social media platforms do you need to run a successful business?
Social media has turned into a pay-to-play game for businesses. Now, because of privacy and security concerns, the social media giants are prioritizing friend and family connections and internal group communities, making sure that personal accounts are less impacted by small business messaging than ever before. That serves companies that can put big bucks toward online media buys and social media advertising. And leaves small businesses lagging behind.
Social media began as a way for people to connect. It was uninterrupted fun. As it grew, marketers, myself included, easily saw the power of those captive audiences and started buying information, lists, and user data, using it to our clients' advantage depending on how big a budget they have. Now in 2019 each person, children included, sees more than 5000 ads per day across all our devices and accounts both in real life and online. Hold on, that number is from 2007. Since then, we’ve gotten even better at delivering ad messages and marketing content through digital billboards, QR codes, television ticker banners, pop-ups on blogs, in-app purchases, online games, and so much more. The number has most likely doubled. If you're a small business, or even a medium sized one, are you sure you want to contribute to all that noise?
(Pause here. Take a breath. Focus on the white space for a second.)
Have you ever wondered if you could stop sharing on social media and what would happen to your brand if you did?
When attention turned from reach in 2010 to engagement in 2015, something happened to social media audiences. The content became more personal and rather than entertain, it was about connecting and eliciting a response in order to increase engagement rates of a brand profile. What has happened, however, is that the audience isn't interacting with the brand, but using the brand profile as a location to interact with other audience members. They've turned brand pages into mini-communities rather than paths to purchase. In another article, I could talk about how great that is, but in this one, it doesn't work for brands that want to increase their bottom line. Which is every, single, business.
LUSH UK jumped ship this week and are switching up social. They are trading it in for real live connections and true personal communities. "We are tired of fighting with algorithms, and we do not want to pay to appear in your newsfeed." Imagine a brand taking back the power they've gained from exposure on social media and switching it off to use in real life.
I can't wait to see what they come up with. A bank of telephones? Yes! The return of personal customer service? PLEASE! Tupperware style parties with bath bombs? Count me in!
Maybe you should ask yourself, ask your marketing team, ask your kids...is it worth it? Think beyond the right now. What can you invest in that can bring real sustainable results? Your website. Your blog content. The story you tell on the URL you own. Not one that starts with another company's name.
Everyone always wonders what will be the next big thing that could take down Facebook. The answer has been here all along. If people left the app.
Need help figuring out how to navigate through the noise? Give us a call. We can help sort it out and make a plan of action that guarantees results. We’ve been in the game for twenty years. Since the Internet became a thing. You can trust us.
In the meantime, take a deep breath in….and let it out slowly.