Have you ever wondered if social media marketing has gone too far and if it is just a waste of time and resources? I literally work with dozens and dozens of businesses of all types and sizes every month, and sometimes I am left totally puzzled as to how some of them think their ideas for social media marketing are ever going to turn into clients and profits. Others of course know exactly what they are doing and who to harness this form of Internet advertising to its full potential. The thing is that while having a social media presence is almost necessary in many industries, it is not a magical marketing tool that produces millions of dollars in revenues just because you threw up a Facebook page and started a Twitter account.

The main problem is that many entrepreneurs, managers and business owners have the idea that putting up a Facebook page means that with a couple of mediocre posts here and there they can build huge fan bases and close millions in sales without spending a penny. While there have been incredible successes for many with YouTube, Facebook and other forms of SMM, you have to use your common sense. This was highlighted for me recently from one of the few times that I actually manage to watch TV for a couple of minutes. Now an incredible number of businesses are using their TV ads to display that they have Facebook and Twitter presences. My girl turns around and asks me why anyone would ever want to be a friend or fan of any of these advertisers via Facebook. It’s a question all to many businesses have never bothered to ask themselves. While your products and services may be of use or interesting to many, what makes you think that the masses are just going to all of a sudden begin to become dedicated followers of yours? Most people jump on their social media sites to relax, play, chat with friends or flirt with new connections. The chance of them searching you out during that valuable time are almost zero unless you give them a powerful reason to do so or really grab their attention while they are online.

A few commercials later I see one for the retailer Kohls. Kohls runs a full commercial about how it is raising money for ‘your’ child’s school and then with a big and bold message tells you to join them on Facebook to find out more about how you can help or get your child’s school an extra $500,000. Can you see where I am going with this? For anyone with kids, this can be a big eye catcher. More importantly they are giving a real reason and offering something of value to those who become fans of their social media profiles, who of course then will be suckered into receiving every update Kohls posts as well of course as plenty of promotions and sales announcements that are sure to catch the eye. If you are a hot upcoming music artist or athlete then people may just come to see you for entertainment. However for most businesses you must find something of value to offer or an appealing way to drive traffic to you where you can convert them into raving fans. You may even find that Facebook PPC and CPM advertising campaigns are the most successful way for your business to prosper online.

The bottom line is before you commit resources and dive headlong into a social media campaign it is crucial to take a step back and think like a consumer. What would make you search out your business and either click through to contact you immediately or at least subscribe to future information and updates? Then run your ideas by a marketing pro. No matter how intelligent or talented you are, sometimes we all get to zoned in on the technical side of our businesses and get lost in the advantages we see that may not necessarily appeal to the greater public. Get a qualified second opinion, then get out there and get ‘em…