Four Things You Shouldn’t Expect from Social Media

We have seen brands and businesses succeed on social media. From Nike to AirAsia, Comcast to Netflix, thousands of worldwide companies and major brands have embraced social media and used it as a force to improve their business and boost returns. Even small businesses have seen the effects of a positive social media presence first hand, with some of Los Angeles’ mobile food services using Twitter and Facebook as a means to gather audiences and boost sales.

However, there is one thing that all of these businesses had in common before they stepped aboard the social media success train: a well-built, thought out business model. For every social media success story, there are several failures, primarily businesses that simply have not thought through their business models or marketing strategies.

Thousands of them bet it all on social media, somehow expecting it to work, and most of the time, it does not. If your new business is heavily invested in social media, especially to the point where it makes up the bulk of your marketing model, it might be best to examine just what social media can’t do before you get started.

1. Social media can’t create income out of nowhere.

Sorry, but it just does not happen. While social media marketing can benefit businesses with an already established business and income model, it certainly can’t turn a business with no cash flow model into a big earner. While it may seem slick and worthwhile to invest in social media before all else, it is much more important to stop and look at the vital parts of your business: cash flow, income sources, and long-term plans.

2. Social media can’t make up for bad PR.

Putting a bandage over a gunshot wound will do little to heal it. While companies are rushing to embrace social media as a PR model, most will find little benefit in it. If your company has experienced a streak of poor press and bad PR, social media can provide you with a platform to respond on. However, you certainly can’t generate public sympathy and positive attention just  by having a Twitter account or Facebook fan page. That takes dedicated PR work, on or off social media.

3. Social media can’t be used as a spam platform.

Why? Because social media is built on public participation, and spam simply doesn’t last when it’s put out in public. Spam emails and click-through links work because of the silent confidence and privacy that comes with email. When exposed to crowds of social media followers and public users, spam links don’t become a target for clicks, but a quick target for moderation and removal.

4. Social media won’t reward freeloaders.

There is a funny divide in perceptions that is very present in social media. Some users consider social media free media, giving them the power to broadcast any message for free, without participation or rehearsal. Others consider it earned media, media that requires participation and work in order to have effects.

The second camp is right — social media depends on participation and input, not optimization and freeloading. While the occasional low-effort tweet or status update might get out there, the most valuable and successful social media presences don’t just coast by on minimal effort — they put in the time to generate their marketing results.

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