With all the constant “tips” on the absolute latest social media tactics that appear in our inbox on a daily basis, we recently happened upon an insightful article titled 5 lies about social media, by Samantha Collier in PR News. Among some of the myths Collier dispels, including “You’re guaranteed a new client within X amount of days,” one in particular stood out for us:
“Social media is free.”
Don’t get us wrong – social media is a fantastic way to even garner organic support from your customers. You remember – that support you didn’t have to pay for because someone actually likes your product or service, and is willing to give you honest feedback without a chance to “win a $500 gift card?”
Still, have you considered the amount of time you need to dedicate to a legitimate and fruitful social media presence? The old saying “time is money” rings true here as well.
As Collier points out:
“This is one of the biggest misconceptions of them all. Social media is not free. It takes time, and the last I checked, time equals money. Even if you decide to keep your social media marketing in-house, you will always be paying someone to monitor your accounts.”
When considering your social media strategy, ensure that your budget accounts for the several-plus hours per week it takes to sustain, thrive and measure. This means that those labor hours you’re applying towards your tweets, posts and pins should be viewed as an investment in your organization. Investing in your reputation and client relationships earns more than revenue – it earns trust – something money simply cannot buy.
Ensure that your leadership or client understands that including social media as part of your communication strategy is a budget line-item, but also assure them of all the meaningful aspects that a two-way communication relationship yields with your client base.
This may not be the latest and greatest “tip” on social media – but rather old school advice that you need to remain budget conscious when considering your communication tools and tactics.