Should You Use Social Media?

Social MedaIn a recent post I listed 3 effective ways of promoting a website. I hinted that there was a fourth method, however I did not include it. What is the method and why did I exclude it?

In this post we will look social media (Facebook and Twitter) as a possible tool, why I excluded it, and why you might still consider it.

Social Media
In a recent Forbes article the author quotes the following interesting research: “Nearly 50% have increased time spent on social media this year and nearly 55% say they’re using platforms like Twitter and Facebook as a primary tool for either acquiring new customers or generating sales leads”.

However the researchers also found that “more than 60% of small business owners say they haven’t seen any return on investment from their engagement online”.

That is a staggering statistic!

The Problem
The problem with social media is that it is very time consuming.

Basically Facebook and Twitter have newsfeeds. Whatever you want potential clients to see, must feature in their newsfeed. But the newsfeed is dynamic—the items in the newsfeed move down as newer items are added. If you had an item in the newsfeed, it would soon be off the screen and therefore not seen by your target audience. So you need to post items often and regularly.

To even get onto someone’s newsfeed, you have to first be “liked” or “followed”. And that is not as easy as it sounds. You need to spend a lot of time creating content, commenting on other people’s content, and more. You have to be “sociable”.

So Should You?
So should you use social media? Possibly. It depends on your target audience. If your target audience spends a lot of time on social media, then it probably is a must. For example politicians, pizza shops, NGOs, restaurants, etc are likely to reach their target audience on social media.

On the other hand, if your target audience is mostly other businesses you may well decide that it is not worth the time it would require. You would be better off investing your time in other marketing methods.


Social media can be a powerful way of reaching your target audience depending on the nature of your organization. You have to recognize that it is very time consuming, almost a full time task.

In future posts we will look at techniques to minimize the work.