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Is Social Media Worth My Time and Effort?: Pros & Cons

By

Maripili Menchaca

|

July 26, 2017

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It is worth making the most of every opportunity you have to increase your brand’s visibility.

An engaging, consistent social media presence can really help your brand get noticed. Nonetheless, social marketing can seem exhausting and pointless, particularly if you aren’t seeing immediate results. 

Your patience will reward you in the end, though. Here are the benefits of putting effort into your business’ social media presence:. 

  1. Increases brand recognition

Social media is key for boosting brand awareness. To do this, you need to have a good understanding of your audience. This allows you to create relevant content (which shouldn't all be sales-focused) and deliver the right type of customer service.

  1. Better converting potential

Every social media post, whether it’s an image, text or video content, is an opportunity to convert leads and move them further down your sales funnel.

  1. More organic reach

Likes, reactions, retweets, favorites, etc., all  play an important role in enhancing engagement and improving your organic reach on social media. The more actively you interact with your followers, the better your organic reach.

  1. Improves customer insight

Customer insight refers to having a deep understanding of your customers, their behaviors, their preferences and even their needs. As you interact with them via social media, you’ll gain a better understanding of how they behave.

  1. Boosts your audience’s trust in you 

Social media gives you the opportunity to reply to comments, understand competitors, respond to questions, and increase your brand's presence. Great online customer service is the perfect way to establish yourself as trustworthy, responsive, gather testimonials, and promote your work.


  1. Helps you improve your SEO performance

Social media does not directly contribute to SEO ranking, but the links you share across social platforms increase brand exposure. They add up and influence search engine optimization in six directions: Extensive content distribution. Longer lifespan of your posts.

Social media plays a significant role in customer service. When you are present on Twitter, Facebook, YouTube, and other platforms,  it allows customers to access your services more easily and creates social engagement, thus building your brand across multiple channels.

On the other hand, here are some social media drawbacks:  

  1. The results are difficult to measure

Unfortunately, every social media platform provides a different set of analytics. Some tools share demographic information, to know what kind of posts are the most engaging. Others show more information about your audience, but the results are a little too vague.

Plus, marketers don’t have an effective way to measure the impact of your monetary investment. KPIs such as cost per lead, cost per acquisition, total booked, total bought are not something you can measure with social media. Therefore, this complicates the question of what to measure.

  1. It might feel pricey

The cost of social media marketing is increasing due to the amount of competition. 
How many people do you have working on your social media team? What are their salaries? Consider those numbers versus how large of an impact they are making, along with advertising costs, graphic design, social media software, tools and your time.


  1. It’s a long-term commitment

Social media works better when you commit to it long term.

Your instinct might be to approach social media in the same way you would print advertising and online website design. Perhaps you are also expecting immediate success from your social media campaign, whether it’s a Facebook startup or an Instagram account. Both of these expectations will lead to disappointing results, especially when centered on a short-term approach. To create a strong social media campaign that will increase conversion rates while growing the loyal customer base, a long-term plan is the best strategy for success.

  1. It’s time consuming

Some businesses hire a social media manager who dedicates 40 hours per week to running their social channels. On the other hand, some social media accounts are run by the business owners, who can only allot a few hours per week. It varies from account to account.
Social media might be cost-effective, but the creation of quality content takes time. If you don’t strategize properly, it can waste your time, money, and effort. However, if you come up with a plan ahead of time, it’s worth it to see your hard work pay off.

  1. It’s not personalized

The content you published cannot be personalized for different profiles.
Social media is a dialogue, where brands can speak and listen to their audience, responding to their wants and needs. Unfortunately, most of the time we can only shout our message to the masses, instead of whispering to your ideal audience.

So, are social media marketing campaigns worthwhile? 

Yes, as long as you have a strategy behind them and the right expectations.

Social media marketing is an effective way for you to connect with leads interested in your business, deliver tailored content, and build relationships that nurture followers towards conversion. This strategy is an excellent option for making a one-on-one connection with your audience.

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