social media marketing | light switch

Social Media Marketing Isn’t a Light Switch

I don’t know why, but somehow some people still believe that social media marketing can be turned on and off like a light switch.

 

Exhibit A: Last week, I got a frantic email from – let’s call her Abby – asking for help with social media marketing.

 

Help!! Tried Fiverr twice. Both times had to cancel. I am launching this week. Need social media ad creation and management for 30 days for FB, Instagram, LinkedIn, Tik Tok. I don’t know what else or which is the best to generate the most interest for my startup. I can provide a synopsis with verbiage for the business and some logo pics. The rest I would rely on you for. Please let me know ASAP.

 

I had to read it twice because 1), it was mostly run-on sentences (I edited it for you) and 2), I couldn’t believe what I was reading.

 

My response:

 

It takes quite a bit of time to create and launch a solid, results-oriented social media strategy – at least three weeks. The earliest I could meet for an initial intake call is next Wednesday. Realistically, we wouldn’t be able to launch your social strategy until mid-May at the soonest. Would that timeline work?

 

I knew she wouldn’t reply, because there’s no way she understands how social media marketing actually works.

 

Social media marketing isn’t a light switch

 

You don’t just wake up one day and decide, “I’m going to use social media for marketing,” and expect to say anything resembling success. It’s not a light switch that you can turn on at will.

 

Let’s pull apart Abby’s email, and I’ll explain further.

 

Help!! Tried Fiverr twice. Both times had to cancel.

 

Anyone can offer services through Fiverr; the company doesn’t vet freelancers for you. When you need a vendor, ask for referrals from your network.

 

I am launching this week.

 

Social media needs a good six to 12 months ago of constant investment, love and care to see results. Again, not a light switch.

 

Need social media ad creation and management for 30 days for FB, Instagram, LinkedIn, Tik Tok.

 

See timeline above. Thirty days will get you nothing but a smaller bank account.

 

Her request for these specific channels really left me scratching my head, as they all have very different audiences. Once I got over that, I started wondering if she even knows who her customer is.

 

I don’t know which is the best to generate the most interest for my startup.

 

And this is why you need a strategy. A thoughtful, results-oriented strategy requires time, conversations, research and expertise to create.

 

I interview you and your team to understand your brand, competitors, target market(s), business goals and what marketing programs are currently working. Next, I research your competitors to see what they’re doing and how and where their audiences are engaging with them.

 

Then I start putting together the strategy based on our conversations and my research. I include a ton of visuals, links and commentary. Pages number in the double digits.

 

You can see why I’ve never created a social media strategy in less than three weeks.

 

I can provide a synopsis with verbiage for the business and some logo pics. The rest I would rely on you for.

 

Now we’re getting somewhere! It sounds like she at least has some brand messaging and would turn to us for themes, topics and visuals.

 

Please let me know ASAP.

 

Well, you already read my reply above.

 

Your turn

 

What surprised you most by Abby’s request or my explanation of what actually goes into a social media marketing strategy? (And by the way, if you need a strategy that will actually deliver results and help you meet your goals, just drop me a line.)

 

Image by Isabella and Zsa Fischer via Unsplash 

1 Comment
  • Susan Kim
    Posted at 11:02h, 11 June Reply

    I don’t think Abby understands the difference between social media marketing/content creation and social media advertising. The former takes a long time (as you said– 6-12 months) and even then– ZERO guarantee it will deliver any sales/customers. Facebook advertising has a much stronger return on investment and works much faster– but even with that it requires good creative, strategy, lead forms, branding etc and it would take a least a month to get it set up. You dodged a bullet.

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