Friday, December 19, 2014

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7 Reasons NOT to Engage in Social Media

by fouts

I run into people almost every day who are  not ready or willing to jump into the social media pool. Some of them are just plain scared of new technology, but others have more focused reasons for not engaging. Here are the top 7.  Add yours in the comments and how you resolve them! And if you’d like to talk about this topic more, vote for my presentations on this topic at SXSW. Even if you don’t attend I’ll be posting the slides on this site afterwards.

People will talk about us!

Do you really think they aren’t already? Do some searches on Social Mention and you’ll likely find they are already talking about you, you’re just not part of the conversation. Wouldn’t it be smarter to find out what the buzz is and dispel untrue rumors and engage your users?

It’s a waste of time

OK, it can be. There. I said it. But in almost every example I’ve seen of social media time-wasters are people who have no plan, no direction and are flailing around out there making noise. Get a social media strategy  and you’ll find social media can be quite efficient.

It’s not measurable

That depends on what you want social media to do. Before you start any social media or other marketing plan you want to figure out what your goals are and how you will measure those goals. Are you planning to increase online sales? Traffic? Buzz? Relationship building? All are quite measurable if you gather benchmark data and put the tools in place.

It’s not for business

There is a common idea out there that social media is just for connecting with friends and family and playing online games. Yes, that’s one use, but there are countless examples of corporate entities using social media sites (even the ones that are loaded up with games and personality) for business quite effectively. Check out these case studies on for examples of corporations using blogs and other social media tools quite effectively.

We can’t control it

Yes, that true and it’s scary, but you can’t control it anyway so why not at least start listening so you can see the wave coming? Isn’t it better to get into the conversation than turn a blind eye? As for your own staff, set up some corporate guidelines and then start listening and engaging with people talking in your space or about your company.

Who’s going to do all the work!

Another valid question, and one you should certainly ask yourself before you get involved. Who in your business can spend a little time monitoring social media and engaging at least a moderate level? Can some of your social media efforts balance out time spent on other projects? Reduce customer service costs? Reduce the cost of print media replaced with on-line offerings?

Too many networks

It can be overwhelming with so many options to choose from, but with a little searching you’ll see that there are probably only a few where the most conversations of interest to you are taking place. Do some searches. Set up some social media listening tools. Identify where you need to participate and pick the top 2-3 to get started.

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Have you read my book yet? “Social Media Success! – Practical advice and real-world examples for social media” is available on Amazon

  • http://twitter.com/jmctigue John McTigue

    It's not profitable for my company – if you have specific lead conversion goals, a well-thought-out content creation strategy, and enthusiastic people working the wires, it can be one of the most profitable types of marketing around.

  • http://twitter.com/jmctigue John McTigue

    It's not profitable for my company – if you have specific lead conversion goals, a well-thought-out content creation strategy, and enthusiastic people working the wires, it can be one of the most profitable types of marketing around.

  • http://inthehandofdante.blogspot.com timbrauhn

    IT MIGHT TAKE A WHILE TO SEE RESULTS

    There's a difference between immediate “reward” and slow-burning networking out there. If you're trying to get people to talk about your org. or service, you can usually monitor that, but only digitally. We have to keep in mind that even though we aren't seeing a quick ROI, the links that we build in the “real” world will eventually rebound online.

  • http://inthehandofdante.blogspot.com timbrauhn

    IT MIGHT TAKE A WHILE TO SEE RESULTS

    There's a difference between immediate “reward” and slow-burning networking out there. If you're trying to get people to talk about your org. or service, you can usually monitor that, but only digitally. We have to keep in mind that even though we aren't seeing a quick ROI, the links that we build in the “real” world will eventually rebound online.

  • http://janetfouts.com Janet Fouts

    Absolutely true, it can be amazingly effective and it can take quite a while to bear fruit. There are exceptional cases of course, but I usually coach people to expect 3-6 months for a solid return. It's also important to remember that social media builds on itself, so return on engagement has a snowball effect over time.

  • http://janetfouts.com Janet Fouts

    Absolutely true, it can be amazingly effective and it can take quite a while to bear fruit. There are exceptional cases of course, but I usually coach people to expect 3-6 months for a solid return. It's also important to remember that social media builds on itself, so return on engagement has a snowball effect over time.

  • heidichun

    Don't want to meet new people. Don't want to be connected. Don't want to know what others are talking about. Don't want to be in-the-loop. Don't want to increase business. Don't want to be part of the 21st century.

    I could go on and on!

  • http://www.ilovemv.org heidichun

    Don't want to meet new people. Don't want to be connected. Don't want to know what others are talking about. Don't want to be in-the-loop. Don't want to increase business. Don't want to be part of the 21st century.

    I could go on and on!

  • http://twitter.com/rgbroitman Robin Broitman

    Excellent article Janet! And thank you for including my Superlist of Social Media Case Studies.

  • http://twitter.com/rgbroitman Robin Broitman

    Excellent article Janet! And thank you for including my Superlist of Social Media Case Studies.

  • http://twitter.com/rgbroitman Robin Broitman

    Excellent article Janet! And thank you for including my Superlist of Social Media Case Studies.

  • Truthsayer

    “people who have no plan, no direction and are flailing around out there making noise”

    This describes 99.9999999 percent of social media users….I could not have put it better myself…..fuck facebook and mark fuckerburg……I dont enjoy having my online actions tracked by this tool

  • Pingback: What to Expect from a Social Media Marketer - All Things Web

  • Mehdi

    same. i deleted mine after i realized that i was getting ads that were specifically targeted towards me on my timeline. from that i figured out that mark fuckerburg sells your data to large corporations so they can annoy you.

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