Why do they call it social media? It is anything but social. It is antisocial.
What social media does can be really damaging to a business. Under the mistaken idea that they are “doing business”, business owners and sales/marketing people get preoccupied with social media and replace the basic, traditional forms of sales and marketing with counting clicks, likes and followers.
The bare facts are that doing business is about understanding who your customers are, what their problems are and engaging with them so that they buy from you when they are ready.
Too many people confuse talking business with doing business. They become social media-obsessed and confuse their social media interactions with their original purpose. In effect, they become busy fools.
Most businesses spend:
This is all so wrong. So upside-down...
You need to turn this pyramid on its head and spend:
Obviously, social media done well is another matter.
Robert Craven runs The Directors’ Centre, helping businesses to grow and advising on how to work smarter. He is a keynote speaker and best-selling author of Kick-Start Your Business and Grow Your Service Firm.