Social media can be a huge honking waste of time... here's why

7 replies
Ok yes I've got a twitter page w/3k followers and yes I've got a fb page, and so far I can't see they've contributed jack to my bottom line. I only have them because to not have them would make me seem out of touch.

I do think that youtube videos can be moderately useful, as part of a video based marketing strategy, for traffic and to have content in multiple places online.

But this "shiny new object" fascination, reminds me of the dot com 1999 era sites where the focus was on "how many eyeballs" versus how many paying customers, is the key metric.

So my idea is, "yes it's ok to dabble in social media, but don't spend an inordinate amount of time there, at the expense of core content and jv development efforts". I'm oldschool, online fulltime since the 90s, all this social media stuff seems moderately interesting but reminds me of the erroneous dot com bust 1999-2000 era fatal flaw of "get lots of eyeballs and the sales will follow" mis-thinking that caused the bubble back in the day.

There's a huge difference between unqualified freebie moocher eyeballs, and qualified prospects that will actually Pay for your content. Sure there's some modest overlap at times, but mostly if you waste time getting followers and likes, ask "how many of those convert to sales?", vs solid product launch jv to hot email lists marketing 101 stuff we've all made a living from, for years.

Social media should play a support role, can be used for example integrated w/fb comment wp scripts to gather comments during product launches; that's fine. But I don't waste a lot of time on social media sites for my businesses, myself, just carefully dabble now and then, when there's a reason.

Me I'd rather focus on developing a dialogue with my customers during live webinars, developing valuable content that they can actually use, vs a bunch of tweets and fb likes stuff. What's my blind spot in that thinking, or, what do you think?

thanks,

-k

p.s. ok now I'm off to go tweet about this... -jk
#honking #huge #media #social #time #waste
  • Profile picture of the author camuk
    I disagree. Social media has brought me a lot of traffic and still does.
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    • Profile picture of the author sb70
      It really depends on the niche.
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  • Profile picture of the author Andy Fletcher
    Originally Posted by kencalhn View Post

    Ok yes I've got a twitter page w/3k followers and yes I've got a fb page, and so far I can't see they've contributed jack to my bottom line. I only have them because to not have them would make me seem out of touch.

    So my idea is, "yes it's ok to dabble in social media, but don't spend an inordinate amount of time there, at the expense of core content and jv development efforts".
    It strikes me that the reason social media doesn't work for you is summarised in these two statements. You're not taking it seriously, you see it as something to dabble in to avoid appearing "out of touch".

    If you put the same level of dedication and effort into social media as you do into product launch JVs it'd work just as well. And if you merely dabbled in product launch JVs that'd appear pointless too.

    Dabbling is what keeps people poor.
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  • Profile picture of the author JimDucharme
    Originally Posted by kencalhn View Post


    Me I'd rather focus on developing a dialogue with my customers during live webinars, developing valuable content that they can actually use, vs a bunch of tweets and fb likes stuff. What's my blind spot in that thinking, or, what do you think?
    This topic keeps coming up and it's a valid question. "Shiny object syndrome" is indeed a problem for any marketer. If you keep jumping around from one new channel to another looking for a gold strike, you'll almost certainly fail.

    However, simply discounting all social channels as useless is shortsigheted. I've found Twitter and Facebook to be excellent for developing dialogue with customers.

    Good dialogue often starts with good lisenting. We forget this as marketers, perhaps because active listening is a lot harder than shouting out a message. We've become so entrenched in the old print/broadcast (megaphone) repeat, repeat, repeat methodology.

    You really do have to aggressively manage your time on social channels.

    No one channel holds all the answers, but I think the most effective use of such channels in general is to listen to what people are saying and use that information to create and engage them with more focused and relevant content, combined with good direct interactions.

    In other words, don't sit there staring at your fishing line. Use the right bait, get a good bobber and be ready to pull when it bobs.

    Regards,
    jim
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    • Profile picture of the author Brad Berry
      Well, people goes to Facebook not because they want to solve their problem. People spend time in Facebook to find something new and interesting. When you know how too keep the marketing new and interesting, you will get a lot of precious traffic, people full of curiosity.
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  • Profile picture of the author bhmseoservices
    I strongly disagree - facebook and twitter have been my new found source of traffic.
    I connect with people on different levels each time and offer them something new that I can do for them - so I always seem fresh to the million on facebook looking for my service.
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  • Profile picture of the author Mark Kent
    There are many people making some serious just by using social media and networking sites alone.
    May be you're not putting as much effort as you should. 3k twitter followers is not much. You
    have to test what makes people click on your links. May be it's not for you. It's better to work with
    your preferred method, the one you are comfortable with.
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