Tom Feltenstein

Today, social media is heralded as the end all be all to help grow your business. It seems that endless opportunities abound for anyone who has mastered this revolutionary practice. Once your Facebook and Twitter accounts are active and videos posted on YouTube, with the wave of a wand and an utter of the magic word – Abracadabra – you’ll have more customers than ever before and you can sit back and watch your bank account grow. As if! Social media can’t and won’t magically build your business. What most people don’t realize is that building your friend or fan list on this type of media is not the same as developing an effective marketing strategy.

The number of views or followers doesn’t determine your actual success. Fans, apps, tweets, or videos don’t constitute a solid marketing strategy. How much money are you making with social media? Can you make a direct correlation to internet sales and the number of fans you have? Have your YouTube videos demonstrating how great your products and/or services are increased the number of new customers?

While I’m not discounting the value of social media, which for small businesses or ones with a niche product or service is a great way to get your name in front of a large customer base for a relatively low cost, the problem is that the majority of companies focus too much on the latest social media trends rather than on their customers. When it is all said and done your customers don’t care about how many fans or video testimonials you have. They want to feel valued and be treated with respect. While I believe social media is valid and has its place, I know from experience that social media will never replace the personal touch.