Social media marketing matters. About 92% of companies with at least 100 employees used this tactic in 2021, according to Statista. Almost 67% of their marketers were concerned about its effectiveness.
At Zoe Marketing & Communications, we often hear businesses wondering if they’re doing enough — or too much. Should they post more, make more reels or jump on new platforms?
Social marketing is part of a healthy strategy. But leaning on it too much can spark issues.
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5 top issues with over-relying on social media
1. Your reach is limited to the platforms you’re using
Of course, you’ll only reach people on the platforms you’re on. And just a small slice:
- People who’ve followed you organically
- People who found you via targeted ads (limited by your budget)
The result? Your marketing gets confined to those “pools” — missing web traffic, email marketing and other tactics. Social helps build your brand but restricts you to specific spaces.
2. Shifting algorithms can curtail your efforts
Algorithms are constantly changing, which means your content may reach fewer followers than expected. Trial and error is essential to stay ahead.
Organic posts might not be enough
- Visual, engaging content often thrives — like videos of a treat shop’s tantalizing rolled ice cream. These types of businesses naturally shine on social media.
- For a pediatric practice or service-based business, though, social media is more about keeping current clients engaged. It’s valuable but may not always bring in new ones.
Paid ads help but aren’t foolproof
- Targeted ads can boost reach, but you’ll need to experiment with your creative and audience targeting.
- Be ready to invest — at least $200/month for Facebook and Instagram ads over time.
3. Trying to run too many channels may pose issues
Being on all the socials might sound smart, but it’s not always necessary.
Focus on results, not trends
- Avoid social media FOMO. Don’t join every new platform without a clear strategy.
- Research if it fits your audience and track your results to decide if it’s worth it.
It takes time and resources
- Each platform needs different messages and visuals — what works on YouTube might not work on Twitter, for instance.
- Even repurposing content takes time, stretching your staff and budget.
Sometimes, it’s just not a fit
- Your audience may be on a particular platform — but may not engage with you there.
- TikTok, for example, is fun and lighthearted, but serious messages may fall flat.
What social media platforms are right for you? Read this blog to find out.
4. Ads can have potentially limited results
Social media ads often have a lower ROI than other types of ads. Why? Social platforms are built for scrolling. Asking users to stop and take action can be a tough sell.
It's not as 'aligned' as other ads
- Social ads reach users based on interests and behaviors, but they might not be ready to engage.
- Sometimes, Google Ads are better, since they’re based on keywords people are searching for. That makes them more likely to click and convert.
Forms can help
Some ads let users fill out forms without leaving the platform, which can improve conversions — but only if the offer is compelling.
5. It’s interactive and demanding to manage
Social media is, by nature, social. Engaging with your audience is part of the process — and it takes time.
It’s demanding in two ways:
- Creating and posting fresh, engaging content regularly
- Responding to comments, answering questions and managing customer concerns
If you’re lucky enough to have lively comment sections, you’ll need to invest in managing them — good and bad. Consistency matters, too. Posting several times a week (or daily) helps boost visibility.
Next steps to effective social media marketing
A social presence is essential, but relying on it too much can limit your results.
Want to grow with a healthy, balanced plan? Talk to Zoe Marketing & Communications. Our digital marketing experience can help you reach your goals. Or, get more insight here:
