Social Media: Is it Really a Must for Small Businesses?

27 Feb 2018 / Freeparking Team

If you're running a small business, you'll have heard countless times how social media presence can be crucial for the success of your brand. But is it really so? And more importantly: is this always the case?

This is not to say that social media should be ignored. On the contrary, a well-curated online presence comes with many benefits, starting with visibility and exposure. But in order to achieve such results, a social media strategy requires an investment of time and money, and the return is not always worth it.

In other words, some businesses might benefit more from investing in other aspects of their strategy, rather than in social media. 

Here are some examples of times that social media might not be right for your business:

Your social media channels don't have a strategy

When it comes to social media, do-it-yourself is a very tempting solution. This approach, however, doesn't take into consideration that the effectiveness of your social media handles depends on forward planning and a professionally-curated strategy.

The goals of your campaign need to be outlined beforehand, establishing what will appear on your social media pages, how many people you want to reach and engage with, and how such goals will be achieved.

Every social media strategy should be centred around the target audience and where and when they get hang out online. Some channels will be more effective than others for you business. Posting at the most optimal time of the day hasproven impactson social media engagement..

However, If you lack the resources to outline a professional strategy, your efforts might fall short of achieving the results your business would benefit from. In this case, focusing on other aspects of your business would be a better option.

You don’t invest in social media

Gone are the days of free advertising on Facebook and other social media channels. Nowadays, targeting your audience requires an ongoing financial investment, which your business must be ready to sustain.

Marketing Landestimates that the biggest social media ROI will cost you an investment of around $200 to $300 per day, without which you risk having no real return. This amount of money will be divided between:

  • Regular, engaging and unique content creation
  • Constant testing and monitoring of results
  • Advertising on LinkedIn, Twitter, Facebook, Instagram, or other channels.

Your business doesn't have enough staff to handle social media

Once again, do-it-yourself won't pay out. If you want your channels to be curated appropriately, you'll need to hire a professional social media manager. Not only will this boost the chances of achieving your goals, but will also improve the image of your brand.

Some small businesses manage to divide the tasks normally performed by a social media manager between their current staff. Such tasks include:

  • Establishing your brand as a recognised leader in your sector
  • Maintaining regular presence and a consistent voice on all your channels
  • Producing unique, relevant and engaging content
  • Managing and monitoring campaigns
  • Increasing social media reach and engagement
  • Keeping track of customer interactions via private messages and public threads
  • Finding new customers
  • Keeping up to date with new trends

Success on social media may sound like a lot of work. It is. But, some businesses fortunate enough to have the budget and staff needed to handle it, do benefit from so much engagement with their audience. However, if this is not the case for your business, keep in mind that being on Twitter and Facebook is not mandatory to achieve online success.


Energise Web Design is a small agency based in Whangarei, New Zealand. They offer a range of services, including; internet marketing, website design and search engine optimisation.

At Freeparking we take pride in making it easy to get online.

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