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23 Reasons to Skip Social Media

by Randall Craig on November 20, 2015

Filed in: Blog, Make It Happen Tipsheet, Social Media, Strategy

Tagged as: ,

There are many reasons why an investment in Social Media makes sense, but precious little about why it may not.  After advising on digital strategy and online engagement for over 23 years, here are 23 reasons why you should give it a skip:

  1. When your target audience isn’t online.
  2. When it is not “core” to your organization’s success.
  3. Because Social Media doesn’t close the sale: real people do.
  4. Because you suspect that the value of likes, comments, and shares are over-valued.
  5. Because Social Media is not producing the results you expect.
  6. When there is no accountability for performance.
  7. When it becomes a significant chore.
  8. When it cannot be properly resourced.
  9. When personal Social Media time masquerades as business Social Media time.
  10. When it is preventing the organization from resourcing other critical activities.
  11. When you actually have nothing to say.
  12. When the activity skates on the edge of the ethical.
  13. When doing the activity is no longer legally compliant. (e.g. CASL)
  14. When there is no commitment to community management.
  15. When you cannot (or choose not to) invest in the technologies that will activate your Social Media investment. (eg Marketing Automation)
  16. When you cannot keep up with the latest best practices.
  17. When you think it is cost-free.  (Time does have value!)
  18. When there is inadequate time to monitor the impact of your efforts.
  19. When you tried it before and it didn’t work.
  20. When you don’t have a risk-management policy.
  21. When you choose not to leverage your stakeholders to spread your message.
  22. When you don’t invest in staff training.
  23. When you choose to execute… without a strategy.

This week’s action plan:  While these are great reasons to skip Social Media, the list also serves as great criteria for how to do it well.  This week, use this as a checklist: what is your organization doing, and what is it missing?  

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)



Do you have a creeping feeling that you will never get an adequate return on your Social Media investment?  If so, you’re probably right. To improve Social ROI requires three key ingredients: the first reduces costs, and the second and third improve return.

  1. Improve program efficiency: Swap out experimentation and opportunism with goals, persona-based editorial calendars, monitoring, measurement, and time accountability. Strategy and structure help reduce the size of the investment.
  2.  Marketing automation: This is the family of initiatives that convert an unidentified community member into an identified prospect.   Example Marketing Automation initiatives:

    The critical requirement for Marketing Automation is that each interaction adds value in the eyes of the prospect. The goal is not about selling, it is about building trust.

  3. CRM (Customer Relationship Management): Once trust is built, the prospect will either self-identify a need (“Can you help us with…”) or will be asked about a need (“Had you considered…”). CRM tracks a specific opportunity through each sales stage, until they ultimately transact.  Even not-for-profits and associations have sales stages: one track for prospective members, and another for prospective sponsors.

Unfortunately, many organizations mistake the installation of technology with the thinking that is required to get Marketing Automation and CRM actually working by themselves. Or the thinking that is required to wire Social Media, Marketing Automation, and CRM together.

This week’s action plan: Lower costs and higher returns equals improved Social ROI.  This week, explore the connection beyond SM: what is your first step beyond the development of community? And is there something missing from your strategy?

Marketing Insight: One of the most powerful marketing tools is knowledge. Connecting the data behind the web, Social Media, Marketing Automation and CRM provides a 360 degree view of a particular prospect as their relationship grows. And looking at the data across all prospects provides critical insights that can be used to improve the overall marketing process.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
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