Social Media is Rubbish for Business
Posted by Jason Rudland on Thu, Jan 19, 2012 @ 01:15 AM
As an Internet marketer I get a good feel for what does, and what does not resonate with business people on the Internet. Nothing, it seems, can excite people more than social media. When I say 'excite' they can be either for or against it; but whichever view they have, they are passionate about it.
I thought it was high time I wrote a blog post about what I thought about social media. All things considered I think social media is rubbish for business. Now, let me explain what I mean.
Scourge of Gurus
I often scour the web for new ideas; either to learn from others, or to inspire my own ideas. I suppose because social media is such a buzzword there seems to be a whole raft of social media 'gurus' who claim to be able to inundate you with new business via social media. It's compelling stuff, and I'll admit to being drawn in by it myself - to a degree.
The problem with gurus are they create a bubble of over-inflated promises which one day will burst. They promise the earth, but can rarely deliver. I believe these gurus have created a great deal of mis-information around social media and what it can and cannot do for business.
Rubbish for Business
Let me clarify what I mean by social media being rubbish for business. Social media is rubbish for driving qualified leads or sales to your door i.e winning new business. With the exception of LinkedIn, social media websites are a relaxed, casual and non-business places. Even in the straight-laced LinkedIn you cannot get away with selling.
Trying to sell in social media is like inviting your mates to your birthday party, buying them a drink and sitting them down to a presentation on why they should get their credit cards out and buy your stuff - there and then. It's very bad form, and you are likely to be spending your next birthday alone.
What Social Media Can Do For Your Business
Social media is, however, an essential tool for your business. It's not the place to sell, but it is the place to meet new people, engage in (non-salesey) conversation and recruit consumers. Consumers, that is, of your content, not your products or services.
Social media is a place to impress. By joining the conversation, and giving away a little of your knowledge & experience you will soon get an audience. If you persist, they will check you out, including your website. It is your website's job to turn content consumers into leads & clients.
What do you think about social media? Leave a comment below.
