The shift from traditional marketing tactics to online marketing has become abundantly clear throughout the past decade. Businesses large and small have been taking advantage of low cost and highly visible marketing platforms such as social media, and for good reason.
However, with great power comes great responsibility. We have all heard about various social media mishaps. Although building a following takes a sustained long-term effort, losing the trust of that following is always just one inappropriate post away. Thus, it is important to consider both sides of this coin before committing to a social media strategy. Here are some of the disadvantages of social media marketing:
- Tarnished Brand Image: In larger corporations, much of the social media marketing is either outsourced, or handled internally by a separate department. You must have the upmost confidence in those that you employ to handle social media updates and advertising. They are a reflection of the company’s brand image as much as traditional media, arguably more so. Trusting individuals who are not in full understanding of the firm’s vision will lead to an inconsistent and possibly declined brand image.
- Brand Transparency: While word of mouth marketing is definitely a significant factor in terms of customers discussing their likes and dislikes of the brand, social media marketing leaves the brand extremely exposed. Implementing multiple social media profiles will leave unsatisfied customers with the opportunity to express their dissatisfaction. These comments will deter potential customers from doing business and establishing a relationship with the brand. With increasing competition in essentially every industry, public negative feedback could be a deciding factor for many customers
- Time Consuming: Social media marketing tends to create less of an impact for the consumer because it is limited in its ability to be creative and isolated. Television advertisements for example, are able to be aesthetically pleasing and are seen alone without any distractions. Posts on social media are often missed and/or ignored because of overflowing newsfeeds and the general fast paced environments of social media networks. For this reason, posting regularly and frequently becomes an absolute must. Time and money will be allocated to ensure that a posting schedule is created and content is published.
- Delayed Return on Investment: Social media marketing is a long term investment. Results cannot be expected as quickly as with traditional media; it is less intensive. Relationship building is key in social media. Firms looking for immediate sales and leads may prefer traditional advertising as it is more effective at sparking instant attention.
Social media is a great tool. However, understanding how to use it to its full potential is something many organizations struggle with. Despite its drawbacks, social media has proven itself as an effective form of marketing time and time again.
At concept9, we advise small and large clients on how to best create an online marketing mix that fits their business needs and goals. As part of this, we strongly consider the advantages and disadvantages of social media. Having an account is always a good thing, for SEO purposes, but populating that account with posts and investing huge amounts of resources into managing several accounts is only ROI-efficient for some companies. Our goal is to always be transparent and open about how various components of our service offering can address your goals. Contact us now to find out more!