An oft-heard refrain from WR Digital Marketing is that focusing on social media isn’t for every business. For many small businesses, we have found that the ROI just doesn’t make sense.

Keep in mind, however, that word “focusing.” We’re not saying you shouldn’t maintain social accounts and keep them up-to-date. This is vital for almost every business, because one of the first things a potential customer is likely to do is look for you on Google and see what comes up. If they don’t see the typical things — a website, a presence on the bigger socials, business listings — it could raise red flags.

Are you a legitimate business? How long have you been doing this? Do you really have the experience and skill they’re looking for?

So having a presence is important. Spending a lot of time and effort nurturing that presence? That’s up for debate.

Want to talk more with us about what we think your specific business should be doing — or not doing — on social media? Set up a consultation today!

In the meantime, here’s what Juliana had to say in DesignRush’s article.

Common Social Best Practices May Not Be Your Best Practices

“The first step is figuring out if social media even makes sense to focus on for the client.

The social networks and scheduling tools encourage these ‘best practices’ in terms of how often to post, when to post, and what type of content to post. But if you look closely, you’ll see the recommendations are tied to getting more likes, comments, and followers — which certainly benefits the social networks — but what businesses need are more clients, appointments, and sales. 

For most clients, it makes sense to maintain a presence on social media as a consideration channel, but not to invest heavily in it as an awareness or conversion channel. That means the goal is to ensure people can go to social media to check if the business meets their needs and is legitimate and trustworthy. 

So the plan starts with understanding what the business does, what audience they target, and what sets them apart from competitors. Once we understand those three things, we can figure out an overall marketing strategy and see where social media fits in.”

That’s just a taste of their entire post, though. Check out the whole thing here.