Social Media Isn’t Free: Debunking The Myth

There are people in the business world who will look you in the eye and tell you that Social Media is a free marketing tool.

They’re wrong.

Social Media marketing has evolved into a major part of many brands’ marketing plans and budgets. Brands know that Social Media builds brand community, drives conversation online and IRL (in real life), creates brand advocates, pushes sales numbers, and supports all other forms of marketing and advertising.

Time is Money
Benjamin Franklin coined this term in 1748, and 266 years later it holds just as true. Even if you are handling your social media in house, you’re paying for it. There are a lot of companies that have simply added Social Media work to an existing employee’s workload, and there’s nothing wrong with that. But don’t for one second believe that this doesn’t cost. Those hours have been taken away from previous duties and salary has now been attributed to Social Media.

Community Managers, Content Creators and Strategists need to be paid.

Facebook Post Boost Cost, Pay To Play

Pay to Play
The Social Media marketing landscape has changed with the evolution of websites like Facebook and Twitter. We know that both of those major websites are in the business of making money. And they have decided (especially Facebook) that one of the ways that they are going to do that is by charging brands for the amount exposure that they once had for free.

If you are not prepared to buy Facebook ads or boost your posts with cash, you should be prepared to have less than 5% of your brand community see your posts in their newsfeed.

Having great content is no longer good enough in Social Media. You have to be willing to play the game if you want to see the results.

Experience and Know-How
There has always been a Do-It-Yourself element to Social Media marketing. Some people believe that having a personal Facebook profile or Twitter account qualifies them outright to be a community manager/content creator/strategist.

This is not true.

If you’re looking to maximize your return, create buzz, grow your brand community, stay within your overall plan, and achieve your goals – you need a professional marketer.

The game has changed because of Social Media. No longer is it an after-thought or an add-on. It is now a budget line and a content calendar and an important part of your complete marketing strategy.

At least it should be.

And we can help!

Are you using Social Media as a fully integrated piece of your Marketing plan?

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Joshua Murray

Fuelled by ideas, opportunity and coffee, Joshua attacks the social media landscape every day with a purpose. His experience in retail, customer service and public relations have combined to give him a 360 degree view of social media for brands and he is committed to helping all of his clients leverage their voice in the social sphere.

Joshua Murray has 80 posts and counting. See all posts by Joshua Murray