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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)



Randall has been advising on Digital Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of eight books, including Digital Transformation for Associations, the Everything Guide to Starting an Online Business, and Social Media for Business. He speaks and advises on Digital Transformation, Digital Trust, and Social Media. More at

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