10 Reasons NOT TO Use Social Media


Share on LinkedIn

I can see some of you raise your eyebrows as you read the title of this blog post. When every individual and every business is deeply and passionately immersed in social media, what planet am I on? I’m coming from the opinion that unless your organization has mechanisms in place to generate ROI from your social media efforts, you would be wasting precious time and resources on it.

Yes, there’s plenty of motivation (and inspiration) for engaging in social media. In recent posts I have been analyzing and commenting on the contributions that social media technologies and tools can make to lead generation or demand generation. However, before actually taking the plunge, consider if any of these apply to your company: 10 reasons why you should NOT use social media:

  1. Organization does not know or identify its voice. When communicating in the social media space, you need a clear organizational voice for each channel. If you are not clear what that voice is now, outside of the social media space, you should not be moving into SMO (social media optimization) just yet.
  2. No clear strategy, objective, or target. If you do not have an overall clear goal or strategy, you are NOT ready for social media. SMO requires a solid plan and foundation that builds on your company strategies and goals.
  3. Unsure which SMO channels are available and the best fit. Take the time and resources to research and explore the extensive SMO world, then learn how to effectively engage your target market using appropriate social technology tools.
  4. Senior management is not ready to learn and use SMO. When those with the most to gain or lose in the company are unwilling to use it, how can they understand the benefits and expect to implement social media strategies in their company?
  5. Senior management does not acknowledge SMO as a long-term priority. Even if your target market is not in the online space right now, acknowledge that this is the wave of the future. More and more people are spending time and money online. It’s like the time when we scoffed at the idea of ever having to buy water. Well, look around and see the millions that bottled water companies are making today. Don’t think your audience will be online anytime soon? Think again. If you can’t make a long-term commitment to social media and online marketing, don’t do it.
  6. Not having a company social media policy. This is one of the foundational documents you need before embarking on SMO. Since your employees may already be speaking on your behalf in SMO channels, one bad comment/statement posted by your employee even if unintentional may produce damaging effects. If you don’t plan on being there to manage your online reputation, don’t get into social media.
  7. Reluctant to have regular meetings with key staff/management to review progress and monitor SMO channels. While companies and software can help you monitor SMO channels (ex. www.socialmention.com), you need to commit to measuring results, monitoring, and having regular meetings to review your progress. Otherwise SMO is a waste of time.
  8. Unprepared to mobilize resources and add content regularly to engage with audiences online. The worst you can do is set up a social media communication channel, have people join, and then subject them to radio silence. That is akin to clients coming to your office and finding the doors locked during business hours.
  9. Company/Leaders unprepared to invest time and effort to contribute to SMO content development. Content is king! But outsourcing the entire process without ANY contribution from within defeats the purpose. Yes, you can and probably should outsource some professional social media content; but it is a partnership. It needs your internal contribution; ongoing.
  10. Feeling compelled to engage in SMO. Don’t indulge in social media because you have to or just because everyone else is doing it. Do it to show your prospects and customers that you really care about and love your organization, your customers, and your reputation.

Can you think of any other reasons why a company should NOT use social media? Feel free to add your thoughts below.

Republished with author's permission from original post.

Louis Foong
Louis Foong is the founder and CEO of The ALEA Group Inc., one of North America's most innovative B2B demand generation specialists. With more than three decades of experience in the field, Louis is a thought leader on trends, best practices and issues concerning marketing and lead generation. Louis' astute sense of marketing and sales along with a clear vision of the evolving lead generation landscape has proved beneficial to numerous organizations, both small and large.


Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here