What I wish entrepreneurs understood about social media

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Let’s start with a bold statement to make this interesting: I do not like the idea of using social media for business promotion.

Actually, I am writing this as an opposing opinion that may help to counterbalance what so many others say about this topic.

Why do I dislike the idea of using social media to promote a business? Because the cost is too high for the benefits. Social media is like an irregular polyhedron these days: it has many sides to see at the same time, but does not really has a clear shape. I would event dare to say that all those years we have spent on social media (and its marketing for our businesses) are mostly lost, and that we could have done much better with all that time and effort.

The good news is that the social media hype is showing signs it is beginning to fade, which means this is a good time to correct what we are doing and use the web better.

Now, let us get into the details.

To open, some people seem to be very confused about what a social network is, when it should not be so hard. A social network is a service (a web or an app, usually both) with two main purposes: One is to allow users to create a profile to introduce themselves; and the other is to allow them to interact with each other in three main ways: by direct contact, messaging, by publishing updates and by reacting to other users’ updates.

We could take the definition even further and subdivide social networks into two categories. In one of them, users need to accept each other through a connection request. In the other, people may just follow any user they want without asking for permission.

I highlight this because everything seems to be a social network these days, which is absurd. If the main purpose of any service is to display videos, photographs, or to chat with others, then it is not a social network. And I am afraid that adopting some features that are typical of social networking sites do not magically turn them into one.

The second reason —and, in my opinion, the most important for business— is that there is something quite misleading in the way we think about social networks for business. We know other companies are using them. We know that they have millions of users too. We know there are many courses and tutorials out there that teach how to use them effectively. All of those and others make us like the idea of thinking that they could be useful for our businesses too, like many claim.

Would you like to know what they really are, nevertheless? Mermaids, virtual mermaids who like to sell you the idea that you can get everything you want from them without paying; but who omit something very important: that although you can register, create a profile and interact for free, if you really, really want to achieve something from them, you need to make a sacrifice: your time, countless hours of your life working for them.

This includes, among others:

• Time to prepare your updates
• Time to prepare the materials (read text, graphics or videos) that are necessary to create those updates
• Time to review and edit what you prepared, perfect it
• Time to adapt what you prepared to the several social networks you want to update that information with
• Time to publish those updates
• Time to interact with other users
• And more time to do the same over and over again

Their hidden cost is punitive. Time is the only thing in life that never comes back.

You probably know what happens to business owners who listen to that enchantment: they do. They sign up for social networks and they make the sacrifice: They devote numberless hours of their lives to feed them with updates that most people will just ignore. It is no surprise many end up paying someone to do it for them. Entrepreneurs have much better things to do, after all.

If you asked me, it is madness —especially if you take into account that you do not own any of those services. Like we say in Peru, using social networks for business is like planting your sweet potatoes in someone else’s lands.

Does it work? mm… Sometimes you get a few clients from them, granted; but at what cost? 57 hours of someone’s life per client? I think it is too much, even at minimum-wage rate.

Which takes me to my third reason: the idea that, by investing time in social media, you can potentially make a business become famous in the future is false. Social media is a reflection of how famous you already are, not the other way round. This is why your favourite singer has millions of followers while your favourite restaurant only has a few hundreds. Social media marketers and consultants say that, with time, your numbers can grow and they may; but, please, we need to be realistic about it. They may grow a tiny percent every month, never exponentially… unless, of course, you are already famous elsewhere.

Now, let me give you suggestions of what you can do instead. I will subdivide them in two groups:

First, and contrary to what you might be thinking, I am not going to suggest you to neither close any social media presence you might already have nor to abandon it. Keep it, but use it differently.

The easiest way to understand why and how is with a simile. Before the invention of the Web, people would go to a mall, browse classified ads or open the yellow pages when they wanted to buy; and they would go to parks and clubs when they wanted to have fun. Well, think of social media as online clubs because that is what they resemble the most. And just like you would abhor the idea to go to a club to listen everybody talk about work when you want to relax, realize that social media is neither the time nor the place to talk about your business. That way, you can avoid becoming “one of those”.

Instead, accept that people log in to their social media accounts to have fun and go have some fun too. It is not a waste your time. Opportunities will appear. Someone will eventually ask if anybody knows somebody that can help him with exactly what you do for a living, and all you need to do is to reply. How? Using the social network search engine. In the meantime, make your experience genuinely social, or, in other words, interesting and entertaining. Even if it sounds passive, it works better. I can attest. We got clients that way.

Second, use your business profile as an extension of your customer service work. Why? Because social media is the favourite place for people who want to complain about a business, and being there gives you a great opportunity to address that complaint right as it happens. Post promotions now and then too, no problem, but try to do it like you would do it in a club: sparsely. Nobody logs into social media to listen businesses scream “Buy this!” That would be boring, annoying, and turn you into one of those who do not get it.

Third, use your social media accounts to keep what your competitors are doing in your radar. They may never read this text. They will keep updating promotions and news about their business. What better source of information can you get?

Fourth, hunt for opportunities, and be ready to connect with those looking for what you do for a living. I mentioned this above. I am emphasising it.

Fifth, stay active smartly. This does not mean posting three times a day because the point is not to be consistent for the sake of being consistent. The point is becoming predictable to your users, so they can almost foresee your next update coming.

Sixth, disregard the idea of trying to increase your social media numbers. That is not important. Use social media to draw people to your own site instead. That is much, much better for your business because you already prepared your website to help you sell, did you not?

Seventh, assume a few of your competitors is following you and be intelligent about your updates. If, for example, you work in event planning like this company, do not publish updates with your latest techniques or your most beautiful results. Never forget that we are masters of the unsaid words, but slaves of those we let slip out.

Eighth, and this one is crucial, before publishing an update, make sure it cannot be misinterpreted. People may forget but the Web does not. Someone will keep a copy of your greatest mistakes and use them against you every time he can.

Ninth, although people (read bloggers and social media marketing consultants) will often tell you that you need to target your audience or build a buyer persona, it is also true that people have families, relatives, friends, coworkers, even enemies! I vouch for targeting the message, not limiting the reach.

Tenth, you will also read about how social media algorithms hinder your reach to try to squeeze money from you. Entrepreneurs often feel obliged to pay, but there is an alternative: the Fediverse. It is a set of smaller social networks that do not use algorithms or advertising (to this date). It may have fewer users, but you get 100% reach in small but very active communities. There are very few businesses in the Fediverse. Embracing it could make you a pioneer in your field.

Eleventh, yes, check your statistics but do not obsess with them. If you are a business owner, your goal is to increase your sales. The rest is just vain metrics.

Twelveth and last one, use your social media accounts to expand your business opportunities. Beyond sales, every business can increase profits by reducing costs and finding better suppliers. Use your social media accounts to find those allies.

Next, think about blogging. It is better than social media. Why?

Because a blog allows you to elaborate on your ideas and to make them easier to find; especially if you compare them to social media, where what you post gets lost among millions of other user’s updates.

Because a good blog is a good source of eyeballs to your products or services, which, in turn, generate sales and a better customer service. There are plenty of examples of this all over the web, in all kinds of industries.

And because a good blog allows you, as a businessman, to create alliances with compatible companies. What may begin with a small collaboration this year may end up as a great business alliance later.

I leave you with the idea.
Good bye.