For all the upsides that social media can bring to your business, there still remains a great deal of uncertainty and misconceptions about what social media can actually accomplish in terms of overall business growth. Far too often, high (read: mismanaged) expectations can lead to disappointment, even frustration with the mechanism.
So, understand what social media can’t do is really important for determining your social media strategies.
Social media cannot make up for a bad product, company, or organization
If you are marketing a bad service or widget, not only will social media not help you but it will actually hurt your cause because word will spread quickly. The good news is, if you are using social media well, you will quickly know when you have bad products, employees, or processes. As a good businessperson or marketer, you can fix these problems before they cause any serious damage.
Social media won’t lead to overnight sales success
Success will take time, and it will come in increased buzz, referrals, traffic, and eventually, sales. Don't forget social media is not an instant win, do not expect the fans, followers, and responses to come rolling in overnight. You may have the platforms all set up, but other than what your organization does or delivers, what other reason would I have to buy your products or services? We are talking about building relationships with customers, that invariably takes time.
Social media is not free
It will take time and /or money to achieve sustained growth. Since it’s free to join Facebook and any social network worth talking about, many marketers think social media is free, or at least cheap. Well, the good news is, no matter how large your company is, it is nearly impossible to spend the kind of money on social media that large companies regularly have spent on above the line media like television in the last 20 years. But building and executing a likeable social media plan will take lots of time, work and resouces. Ultimately, such a plan can’t be the sole effort of any one marketing or public relations department. Instead, it must be integrated across your entire company, its agencies, and vendors.