Social Media Is Killing Your Business

Joanne Gore_printmediacentrby Joanne Gore

Social media isn’t going away. In fact, it’s getting stronger and stronger and becoming more a part of our daily routines, both in business and our personal lives. According to Digital Insights, here are Social Media facts, figures and statistics for 2013. (Click here for the full infographic)

  • Social media generates almost double the marketing leads of trade show, telemarketing, daily mail, or PPC
  • 4.2 billion people use mobile device to access social media sites
  • More than 23% of marketers are investing in blogging and social media
  • 74% of marketers believe Facebook is important for their lead generation strategy
  • 28% of Retweets on Twitter are due to inclusion of “please RT!”
  • 40% of marketers use Google+, 70% desire to learn more and 67% plan to increase Google+ activities
  • 42% update their profile information regularly on LinkedIn
  • Every second 8000 users like some or other photo on Instagram
  • 80% of total Pinterest’s pins are re-pins

So if so many people are using Social Media. And if so many marketers are incorporating Social Media into their marketing mix, then how in the world could it be killing your business? 

questions2Because the essence, the very LIFE of Social Media, is about engagement. Sure, we’re writing blogs and sending tweets, and including all the right “share” icons on our sites. But are we listening to our customers? Are we engaging with them? Are we monitoring the activity of our competition? Are we paying attention to the analysts and journalists and bloggers covering our space?

Here’s an interesting story. A couple of weeks ago I was looking for a printer for one of my clients. It wasn’t for a very large job, but that shouldn’t matter (should it?). I haven’t had to produce much print recently, so I did what any able-minded marketer would do. I reached out to my social network and posted my query on LinkedIn.

And guess what? I got no vendor responses. Zero. Not one vendor contacted me for more information. Not one customer recommended a vendor. (Think about THAT one for a second!) I did, however, get an email from a marketing colleague with a suggestion for a printer. But that was it. I’m not surprised my marketing colleague reached out. I was, however, quite disappointed that none of my contacts in the print industry made the effort.

Were they not paying attention? Did they think the job wasn’t worth the effort? (I do have multiple clients after all…each of whom may require printing in the future). Whatever the reason, the result was that they didn’t get my business. And on top of that, by not responding they lost a tremendous opportunity to showcase their business to my network (like my marketing colleague who produces print).

Yes, Social Media is time consuming. And we all know that time is money. But ask yourself this question: “What is it costing my business to not be actively engaged”?

About Joanne Gore

Joanne Gore has nearly twenty years of marketing and communications experience, including corporate and small office environments. A true mentor, Joanne marries her passion for marketing with clear, creative feedback and inspiration. Joanne develops lead generation and conversion programs, re-brands product lines, implements social media strategies, manages PR and media relations campaigns, overhauls websites, develops highly targeted marketing campaigns, and delivers results.

Joanne is an industry speaker, currently sits on the board of Xplor Canada, and is a regular contributor to “News from the Printerverse”. She is also a returning mentor for the Richmond Hill Small Business Enterprise Centre’s Summer Company, an Ontario Government initiative for youth entrepreneurship & employment.

Joanne graduated as a Graphic Designer and, prior to joining the corporate world, worked in the print industry as an art director, typesetter, and printing consultant. Joanne is a marketing geekette by day, a fitness instructor by night, and a mom 24-7.


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