8 Reasons Why Your Business Should Not Be On Social Media

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Marketing is a field that evolves just as quickly as the products and services that it caters to. But
sometimes, that’s not purely good. For example, digital marketing has blown up in the past two
decades, becoming one of the cornerstones of advertising on a global scale. However, it has
also spawned legions of people who claim to be “digital marketing” experts; in many cases, the
word “expert” turns out to be an overstatement.

For instance – these days, it’s considered an axiom that all companies should be on social
media. In reality, that’s simply not the case – at least not all the time. Before deciding to take
their brand to Twitter, Instagram, and Facebook (not to mention newcomers like TikTok), brands
need to carefully evaluate whether this is a good idea and create a sound online marketing
strategy. With that in mind, we’ll go through some of the reasons why you shouldn’t do social
media if you’re not prepared for it; as well as what you need to do to change that.

Irregular Updates

One of the biggest issues that can happen with a company’s social media presence is
regularity. In fact, the biggest mistake you can make is to establish your online presence and

then fail to regularly update it. Many customers will view this as worse and more incompetent
than not having a social media presence at all.

For instance, not being up to date with the current social media trends will leave a bad
impression on your audience. They may view you, and thus your brand, as outdated and
lagging. That’s a bad brand image to project – one that you wouldn’t have if you hadn’t gone to
social media unprepared.

Wrong Industry

At the end of the day, there’s a time and a place for everything. And the same goes for social
media efforts in digital marketing. For example – is it necessary for a plumbing business to
maintain an active LinkedIn page in order to target new customers? Not really. On the other
hand, good graphics on Instagram or a witty reply on Twitter could net you more traffic.

The lesson here is – just because you have a social network available to you, it doesn’t mean
you’re obligated to utilize it. Don’t spout content just for the sake of it – only speak with the voice
of your company when you can say or achieve something meaningful.

Plus, having content in a medium that clearly doesn’t suit you will do more harm than good.
You’ll just appear to be “salesy” and desperate. So, take some time to research which networks
suit your industry the best, and make an effort to focus on those. That’s far better than
spreading yourself too thin.

Social Media
You shouldn’t have a presence on social media that’s not suited for your platform!

Doing It Blindly

If you’ve realized the importance of choosing only the most suitable social media platforms for
your brand; you should think about the content you’re going to post next. Digital marketing
companies like moversdev.com will tell you that quality content is just as important as proper
targeting. In other words – no matter how proud you are of the content you post from your
private Facebook page, it’s probably not going to be suitable for a company profile.

Instead of posting a more professional version of your private posts, try to picture what your
target audience would be attracted to and interested in. So, returning to the plumbing example
we’ve mentioned above – you need to post content relevant to your niche. Considering that,
focus on budget purchases for a bathroom, plumbing maintenance tips, etc. On top of that, you
should find a place for information about your company – like changes in business hours,
seasonal discounts, or even introductions of new employees.

Generally, it’s a decent rule of thumb to produce 70% of general industry-related content, and
30% of personalized, company-specific stuff. That way, your customers will always have your
brand in mind; but they’ll also feel like they get more value out of interacting with you. That’s

because they can call on your services, but also receive useful niche information all-year-long
on social media.

And sure, this might all seem like a bit much. It definitely is, make no mistake about it. If you’re
not prepared for a thorough and concerted effort in social media marketing, you’re definitely
better off not doing it at all.

Being Unresponsive

Sure, content is king – but it’s not the only piece present on the chessboard. Apart from the great
content that your audience expects your company to produce, you also need to be certain that
you’re making an effort to interact with them. If you craft a noteworthy online presence, you’ll
find your user base making posts, questions, comments, etc.

That’s nothing bad, not by a long shot – that’s what you’re aiming for, after all. A brand that
people interact with is a brand they remember, and one they’re more likely to buy something
from. But that’s where we arrive at one of the other pitfalls of social media marketing – the
interaction we’re talking about is a two-way street.

Once you come up with a thought-provoking piece of content, you need to make sure that you
respond to the comments or questions users pose to you. Depending on the size of your
company and target audience, you might need to check for questions and comments on a daily
basis, or even more.

Pinned notes with social network logos.
Make sure you can respond to all online queries from consumers!

The last thing you want here is to seem unresponsive; that’s why we’ve mentioned this among
the reasons you might not want to be on social media. If your company doesn’t have the
resources to properly tackle this task, you’re far better off not establishing a presence on social
media at all.

Lack Of A Quality Manager

As we’ve mentioned already, a social media presence is only warranted if your company has
the resources needed to do it properly. And this also means having a quality social media
manager – one that can do a decent job of crafting a consistent and enticing company voice.
Obviously, regardless of how big your business is; you don’t want to be busy providing input to
your social media staff all the time on what’s good and what’s not. You need a mid-level
manager to do it for you.

This way, your business will be well-represented online. You can be sure that all of the online
profiles that your company has accurately represent the message of your brand. Plus, a good
social media manager can always ensure that you only have active profiles in networks where
your demographic is present. Inevitably, such actions are bound to have a positive impact on
your conversion rate.

Incohesive Strategy

If your company has more than one social media profile to manage (and in most cases, it will) –
you need to make sure that you have a cohesive message all across the board. Otherwise, your
brand will look like it’s not spreading a clear message on many issues, which will split your
audience and make them disinterested.

Remember, one of the most important things that social media allows companies to do is to
create their own brand image in a more personal way. For instance, many digital cable
companies have reacted to the Coronavirus pandemic by enabling more premium content for
free, in order to urge people to stay at home. The tone you establish across different issues and
platforms will shape your relationship with the target audience, and customer base.


There are more reasons why going on social media without a concrete strategy is disastrous for
companies. We’ve already discussed how important it is to have constant updates, monitoring,
responses, and well-maintained profiles. And all of that takes not only resources but a good
organization as well. Not to mention the time your social media team will have to spend on
reading about other brands, and steering the conversation towards your own company.

Following Updates

So far, we’ve only talked about the pitfalls of social media in terms of content. But there’s an
entirely different aspect to this – the technical one. The platforms social media uses have
services that constantly update; changing the layout, features, and algorithm. And even

seemingly minuscule changes can cause huge shifts in terms of how companies advertise

For example, when Twitter doubled their character limit in 2017, they basically changed the
entire dynamic of their platform; steering it towards the more wordy Facebook post format.
Simply staying on top of such updates is enough for at least a part-time position, or even a full-
time one. If you don’t have the capacity to do this regularly, consider opting out of a significant
social media campaign.

Unclear Company Policies

Once your company grows, you will find that your official social media profiles aren’t the only
online presence your company has. When your employees post something on their personal
online profiles – this is something that can be traced back to the company itself, especially if it’s
related to the workplace. Keeping this in mind, you should take care to craft a clear company
policy on social media posting.

A pyramid made of different colors.
Your social media team needs a clear hierarchy!

While most employees would say that they view their work and private lives as completely
separate entities; the fact of the matter is that social media has somewhat blurred this
distinction. And in some cases, it has erased it entirely! It doesn’t matter how small the
connection is between someone’s private Twitter account and your company; sooner or later,
someone will put your brand under scrutiny.

Because of this, it’s really important for every employee to realize that anything that they publish
online, be it a tweet or a blog post, reflects on the company they work for. In lieu of this, your
company should have a comprehensive policy regarding social media; one that’s designed to
safeguard its reputation.

A proper social media policy is supposed to clearly spell out what your employees may or may not post related to your company on social media. Obviously, your employees should refrain from publicizing anything that could damage your company’s brand image online.

Raising Awareness

Apart from limiting your exposure to the content that your employees post online, the company
policies you employ have other uses as well. As we’ve talked about before, a good social media
presence requires a unified voice, with clear stances on contemporary issues, and meaningful

Thus, a good social media company policy will have guides on what positive values of the
company your employees should promote as well. Of course, you mustn’t tell your employees
what they can and can’t post online explicitly. But you can always steer their behavior in the
right direction.

Privacy Issues

In order to fully separate and private employee profiles, you need to have a clear distinction
between private, confidential, and public information. Your employees will appreciate the
existence of clear guidelines in terms of what your company deems open to the public. Also,
you should spell out the potential consequences for the breaching of these policies.

Besides that, a clear organizational structure for your social media team is an absolute must.
You cannot allow everyone to believe that they have the final say on what your company posts
online in an official capacity. There’s a need for a top-level social media manager, one that will
be the official voice for your entire organization. This can be someone who’s already a company
spokesperson, or an entirely separate job role.

Lastly, this kind of social media policy will also dispel any potential confusion regarding legal
issues. You want to make sure you’ve clearly spelled out what kind of social media access is
acceptable in your workplace. Also, any deviation from these rules needs to have clear

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