I’ve spent a number of weeks now commending local business’ use of social media when it comes to marketing. I would be totally bias if I didn’t also warn that there are a few cons when it comes to this new web 2.0 media strategy.
First and foremost as PS Print points out, dedicating social media accounts to your business is very, very time consuming. As I’ve noted in previous posts about how to maintain a good social media presence, you have to be active. This is going to take up a lot of your time. It’s best to try and post at least once a day, in addition to replying to comments, direct messages, and writing promotions and posting photos. You want to stay on top of your followers / fans. You want to produce quality content, funny posts, and ones that tear at the heart strings. Doing this is going to take up a lot of your time. Many businesses hire social media interns and the like to solely run their Twitter, Facebook, and Instagram pages. If you don’t have the time to run an account successfully and don’t have the funds to pay some millennial to do it for you, it’s almost better to avoid it. A bad social media presence is almost worse than no social media presence at all.
Another con of social media marketing is that negative opinions about your company are now public knowledge, as Small Business points out. Sure, people have always had the ability to bad mouth you to their peers or send you a glaring review on Yelp. Now, however, they can tweet it. And Facebook it. And it can be retweeted and shared until it goes viral if that’s the case. It’s impossible to monitor or control negative comments especially when they become public on social media. I guess on the plus side they do say, “All publicity is good publicity”….so maybe it’s a pro-con.
Similar to the aforementioned con, the final one I’ll delve into is that everything you say is public. Everything. Data Rank suggests organizing a small team to monitor what gets posted from your account. Not everyone can afford the resources to do that, though. There have been instances of people getting fired for tweeting through the work account instead of their regular account – it’s a huge deal when something negative is posted from your account, because it is now out there. And it’s going to spread.
Now I’m not trying to scare you, but it is important to understand the pros and cons to any business decision. If you have a handle on things and are going to be able to monitor your posts and put some time and effort into them, more power to you. However if you’re going to be neglectful of your account, I would suggest not making one to begin with or deactivating the one you do have.