Mediaboss Marketing

Putting in too much time for too little return? You're not the only one. Here's what you're doing wrong.

flickr/ Thomas Hawk

Here's the third in my series where I choose a topic, pick someone smarter than me--which is a pretty easy task--and we trade emails.

The first regarded the best way to learn to be an entrepreneur, and the second how great leaders inspire followers.

This time it's the power--or, in my opinion, the lack thereof--of small business social media marketing. I went to the opposite end of the opinion spectrum and recruited Dave Kerpen, founder and CEO of Likeable Media and author of the NY Times bestseller Likeable Social Media. (Hey, go big or go home.)

The premise: The average small business owner does not get a sufficient return on social media efforts. Most put in too much time and resources for too little return.

Jeff:In specific instances social media marketing can work for a small business--very specific instances. Most of the time, though, the time spent falls into the "Well, you never know..." category.

It feels good and feels right but there's no quantifiable return. Anything over, say, an hour or so a week is a waste of time... you're better off spending that time on direct sales.

Dave: Let's assume, for a moment, that social media only serves a marketing purpose for a small business. Of course, this isn't true, but I'll get to that in a moment. Would you not have small businesses do marketing at all if it's not quantifying? Millions of businesses spend $3000/year on the Yellow Pages. Millions spend on direct mail, radio, and/or print advertising. A waste as well, Jeff?

See the article here:
Social Media Marketing: Why It's Not Working