The power of social media is impressive, but it can’t (or shouldn’t) do everything for your company or brand. Other areas need to carry their own weight too.
Here are four things that social media can’t do for your brand:
- Fix a bad product — Product is king, at least in the sense that any advertising or marketing can’t fix a faulty product. Social media makes it even more important to provide quality products and services. Now customers have a forum to provide real-time feedback on their purchase, which potential customers around your community and the world can see. If you’re consistently receiving negative feedback on your social media channels, don’t try to cover it up. Fix the problem (i.e. the faulty product or service), and your social media conversations will be a lot more pleasant.
- Replace a website — Social media helps level the playing field and opens up a world of opportunity to startups and small businesses. That doesn’t mean that it should be your only digital presence. A user-friendly, mobile-optimized website should be your first priority. Think of your online presence as a wheel. Your website should be the center with your social presences branching out from it. Your website is owned space whereas you’re renting your Facebook Page and other social spaces.
Related Reading: A Simple Step-by-Step Guide to Search Engine Optimization (SEO)
- Provide all of your website traffic — A well-built, easy-to-navigate website optimized for search engines is a win-win situation for your business. It draws traffic through search, even when you’re not working, and provides a welcoming place for prospects and customers to learn more about you online. While social is a great way to drive traffic, it can’t be expected to make up for a poorly performing website.
- Be your entire marketing mix — Social media is a type of marketing, but it shouldn’t comprise your entire marketing mix. Depending on what you do, there are a number of excellent marketing opportunities, including on a limited budget. While so many people are on social media today, you’ll still miss potential customers by limiting yourself to social media marketing only. Know where your target audience spends its time to understand where you should be spending your marketing dollars.
Related Reading: 4 Retro Ways to Connect with Modern Audiences
We love social media and encourage brands to utilize this powerful tool. However, there’s a whole world out there, so don’t miss out on opportunities because you’re only getting social on social — and not anywhere else.
What else shouldn’t you expect social media to do for your brand or company?
What are your favorite marketing mediums besides social media?
Getting social online and off,