4 Q’s to Decide if You Can Quit Social Media for Your Business
READ TIME: 3.5 minutes
Dear Readers,
It was 2019 and I was so fed up with social media.
It drained all my energy and it took my confidence.
I couldn’t spend another minute on this—for me—toxic platform.
I pulled the plug on it.
And I wondered: In the old days, there was no social media and still companies grew and thrived. What changed?
Had social media become a must?
I doubted that. So instead of scrolling, I started using my time to search for ways on how essential social media is, and how to run your business without it.
Research turned into a workshop, and the workshop into my niche service.
I encouraged people to figure out if the time, energy, and money that they put into social media actually returns the favor? And if successful marketing is still possible without social media?
In a 2 part email I will share with you what I learned and taught to others.
Businesses that ditched social media
When Lush UK announced they were going to quit their social media activities, it was all over the news. They said they “were tired of fighting algorithms” and “didn’t want to pay anymore to be seen in news feeds.” Lush found it’s important to have a continuous conversation with their customers, but social media couldn’t provide that for them anymore.
Lush UK isn’t the only business that quit social media. JD Wetherspoon (quit in 2018) is another example, like BtheChange, and Bottega Veneta.
The conclusion here is: it’s possible to quit and remain successful.
But Jane, you say, those are big brands. I don’t have enough reach to quit. I still need social media to reach new audiences.
Fair point, so let’s read on.
Measuring your ROI on social media
Think about your current social media strategy and whether it gives you the return on investment you want in the end.
Like every company evaluates their activities on a regular basis, it’s wise to do the same for your social media strategy.
Therefore, ask the following 4 questions relating to this topic.
Question 1: Does social media currently help you build and grow your audience?
Your content and activities on the platforms should lead to more active follower numbers. Just a growing number of followers isn’t enough, you want to engage with your existing followers and turn them into buyers. Do you have a goal on how many active followers you want? Do you track that? Do you know how to reach them? Who they are?
Question 2: Are you seeing a continuous, measurable impact as a result of your social media activities?
To answer this question, you first need to know what you want to achieve with social media. More clients/sales?
More engagement and in what form?
More brand awareness?
In other words: what impact are you trying to make? And how do you measure whether you made it?
When you have those results, you’re able to determine whether your time, energy and money invested in the platforms was worth it. Eventually ROI is king.
Question 3: Is it possible to take the connection and conversation with your clients elsewhere and create a similar or even deeper relationship?
It’s possible you’re very satisfied with your social media results. The frequency and depth of your conversations are valuable and the conversion is good. But imagine, what if social media wouldn’t exist anymore? Where would you be able to have these conversations or conversions? And would a different platform or form of media have a different impact? Do you need social media to be more reachable for your clients?
Question 4: Does working on social media activities give you energy?
This is a tricky question, of course. Because if your social media strategy has a low ROI at this stage, there’s a big chance you don’t feel energized by your efforts. But try to imagine it is a successful way of marketing, what would your energy level be like?
Born to Fly has NO social media
I thought about social media for Born to Fly and created an IG account that’s still out there without any content. After answering those 4 questions for Born to Fly, I chose to only post on Linkedin.
I post things related to solopreneurship but out of my personal account. That’s it.
Then how do people find Born to Fly?
Do you remember how you did?
Probably through YouVersion.
It proves that you don’t need social media to grow your audience.
It doesn’t prove, though, that growth would’ve been faster if I used it.
I guess it depends on a lot more factors whether or not social media is a must for your specific business.
Consider this if you are tired of social media
I’m not pleading to quit social media. If you like it, go for it. But I do understand people who get tired of using it or, perhaps, have ethical issues for the addictive nature of it.
If you feel depleted about social media, bring it to God.
What is He saying?
Don’t follow the world because everybody does it. There are alternatives to social media. And they work quite well, if not better.
What those are, I will discuss in the next practical newsletter.
Let’s end with what social media actually is…
Cal Newport says in one of his Ted talks: “Social media is not a fundamental technology, it’s a source of entertainment. What the market values is the ability to produce things that are rare and are valuable.”
Blessings,
Jane
Founder Born to Fly
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