Social Media Marketing Is Dead, Too.
By Ralf Skirr.
One of my Facebook friends has been posting several updates a day to her Facebook business page for more than 2 years. Almost every single day, as far as I scrolled back in time.
Her consistency is adorable, you’d guess she’s having great results from her Facebook marketing.
Yet, during 4 1/2 years since the page was founded only 130 people have liked the page.
And she’s been sharing good stuff. Daily. More than 2 years.
What gives her motivation to publish day by day when it’s seen by almost no one? [Thanks to EdgeRank she’ll probably have 3 or 4 views for each post.]
It eludes me.
Another Facebook friend, also a daily Facebook marketer, occasionally posts about how she’s overwhelmed with the tasks of social media marketing. [I can totally understand that!]
She’s also posted, that her business doesn’t make enough money to pay for a $ 8.99 Hoostsuite account that would make social media marketing so much easier.
What’s the point of social media marketing, if the return doesn’t cover a monthly bill of $ 8.99?
It eludes me.
Why is social media marketing broken?
The problem starts with social media gurus preaching what HubSpot’s social media scientist Dan Zarrella calls „unicorns and rainbows.“
It’s touchy-feely marketing advice that doesn’t work, unless probably in Hobbit Town or Fantastica.
Engage with your customers.
[Waaait a moment … they aren’t customers yet. Nor do I think they ever will be if I follow your advice, Mr. Guru!]
[Huh, how am I going to do that? Thanks for this actionable piece of wisdom!]
Post great content.
[Yeah, right. I see how that works out for my friend above!]
Why do business owners fall for unicorns and rainbows advice?
Business owners love unicorns and rainbows because SELLING has a bad name.
A sales person potentially is a bad person.
- A networker, a social marketer, per definition, is a nice person.
- Someone who puts people first (or claims to do so), is a nice person.
- Someone who doesn’t care about business profits, but only about providing value, is a nice person.
That’s also why social media gurus position themselves that way.
- Promoting the human touch makes them likeable.
[Which means more business for them.]
- It also makes them unaccountable for their advice.
[If it wasn’t meant to make money in the first place, who’d ever complain?]
For business owners scared of being seen as a sales person unicorns and rainbows seems the easy road to marketing. It’s the [illusionary] solution to their fears and negative self-image.
Sure, it sounds nice.
But, after a few years of social media hype, people are waking up. They start asking questions. Evaluating the time and money they’ve invested.
For many small businesses, social media hasn’t added a penny to their bottom line.
Even worse – the time and money spent is lost. While chasing unicorns we failed to grow our business.
The Unicorns need to die.
What we need is a return to accountable marketing.
This article was first published at RalfSkirr.com.
Category: Internet Business Blog |