The Reason Why Your Business Social Media Channel Doesn't Work ! | Small Business #Marketing Tips

Is social media still as social as we were led to believe it was going to be? For a business, social media seemed to offer a compelling proposition: a real-time opportunity to spread ideas, promote interaction and conversation, increase visibility, raise customer service, and all the rest. The social media engagement promise was very different to the reality we have today. So what went wrong? All that talk of conversation and engagement seems to have gone out of the window. Today, the vast amount of corporate social media activity seems to have degraded back to the one-directional broadcast-and-subscribe message mechanism that social was meant to remedy. Business social media channels have become little more than one-way message blasts rather than the dialogue platforms that we were promised. There doesn't seem to be much in the way of a real idea exchange, conversation, or interaction. Any semblance of interaction seems to be restricted to liking a comment. Certainly all those likes and shares don't stand up to any sort of scrutiny. As far as I'm concerned, any metric that can be so easily manipulated can't be considered a valid measurement point in the first place. Putting all your eggs in a social media, SEO, or even PPC basket has become a much more risky endeavor than ever before. The onus is on marketers to better craft their campaigns, to be less weighted towards a direction where success is determined by the whims and idiosyncrasies of platforms over which they have no control.