A Devil's Advocate

Should EVERY business, small or large have social media? While I am of the opinion that all businesses need social media, I stumbled across an article that made some valid points of why small businesses may not need to engage in social media.

Once upon a time, social media = free marketing. An organic reach enabled businesses to reach their fans friends based on their activity. According to the article if a business doesn't have $200+ per day to plug into their social media marketing they shouldn't go into the social media realm. I disagree with this principle. While having a budget for social marketing is important, it is not necessary for small businesses to plug hundreds per day into social media. 

Secondly, the article suggested that businesses without a social media strategy should not use social media. This is a premise I can agree with. Without a road map how can a business determine where they are going. A social media strategy covers critical aspects such as content development, post frequency, response plan, and monitoring metrics. A business that has not identified these critical pieces, is doomed to fail or be overwhelmed by their social media and let it fall by the wayside. 

Lastly, the article states that businesses who cannot afford to dedicate an employee or several employees to focusing on social media, shouldn't venture into it. To an extent, I agree. Small businesses who are not familiar with social media definitely need to get familiar or hire someone who is. Hiring an individual who is well versed in social media will help you prevent item 1 and help with Item 2 while satisfying item 3. Personnel is key. This may be why so many jobs now are looking or employees who are also versed in social marketing. Social marketing is now a viable and marketing skill in the current workforce.

Reference: http://marketingland.com/3-signs-small-business-forego-social-media-174349