Every business today has a Facebook page, Twitter account, or corporate LinkedIn profile. Many blogs and news articles push the idea that every business should be on social media. But the truth is that some companies shouldn’t invest time in social media. You might be off the hook if your business falls into one of these categories. Here are five types of companies that shouldn’t use social media.
1. The Public Hates You
If your business is one that people love to hate—think BP America—and you’re not prepared to handle the negative feedback, social media may not be the place for you. Social media is built on two-way conversations, and opening a Facebook, Twitter, or LinkedIn account invites critics to voice their opinions. If you believe you can avoid this by turning off comments or restricting engagement, you’re missing the point of social media. It’s about dialogue, not monologues.
2. Your Business Bores You
If your business doesn’t excite you, you’ll unlikely have much interesting to say on social media. Without engaging content, your customers won’t have any reason to follow you, making social media a waste of time. In this case, it might be time to reconsider if you’re passionate about your business or in the wrong industry.
3. Your Customers Are Off the Grid
If your target audience comprises individuals who live “off the grid” and avoid digital interactions, social media is probably not worth your time. These customers value privacy and anonymity, so they’re not looking to connect with you on public platforms. Social media presence might drive them away in search of more discreet business relationships.
4. You Want to Stay a Secret
If your goal is to keep your business a “best-kept secret” and avoid growth or increased revenue, then social media isn’t for you. Social media is designed to expand your brand’s reach and encourage word of mouth, which leads to business growth. If that’s not in your plan, staying off social media will help you stay under the radar.
5. Your Professional Standards Organization Says No
In some industries, professional standards organizations may advise businesses to avoid social media, or they might not have provided guidelines on engaging safely. If your industry body says “no” or remains neutral, it’s best to heed their advice. Avoid risking the wrath of your professional standards organization by staying away from social media until clear guidelines are provided.
- Updated: October 13, 2024Originally Published: January 14, 2011
- Author: Tisha Oehmen
- Blog: Finding Brand Blog
- Category: Miscellaneous Insights, Social Media Marketing Insights
- Tags: Facebook, Personality, Planning, Social media, Twitter, customers, demographic, linkedin, media, word of mouth
- Comments:
Tisha Oehmen
Tisha Oehmen is a professional brand strategist and a leader in the branding field. She has been named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.
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I found it a bit surprising (ok, more than a bit) that there were no actual corporations named in this post. I guess it’s all just an exercise in irony – a way to say there simply can’t be any businesses that shouldn’t have a social media presence. But that’s incorrect. I’ll give you one to start with: Blackwater. Now called Xe Services (there’s a name). And here’s another: Haliburton. OK, back to you now…
Those are both good examples of companies that would be well served by avoiding social media to be sure. Thanks lending examples to the conversation
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