Social Media Marketing Is Dead, Too.

One of my Facebook friends has been posting several updates a day to her Facebook business page for more than 2 years. Almost every single day, as far as I scrolled back in time.

Her consistency is adorable, you’d guess she’s having great results from her Facebook marketing.

Yet, during 4 1/2 years since the page was founded only 130 people have liked the page.

And she’s been sharing good stuff. Daily. More than 2 years.

What gives her motivation to publish day by day when it’s seen by almost no one? [Thanks to EdgeRank she’ll probably have 3 or 4 views for each post.]

It eludes me.

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Another Facebook friend, also a daily Facebook marketer, occasionally posts about how she’s overwhelmed with the tasks of social media marketing. [I can totally understand that!]

She’s also posted, that her business doesn’t make enough money to pay for a $ 8.99 Hoostsuite account that would make social media marketing so much easier.

What’s the point of social media marketing, if the return doesn’t cover a monthly bill of $ 8.99?

It eludes me.

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Why is social media marketing broken?

The problem starts with social media gurus preaching what HubSpot’s social media scientist Dan Zarrella calls „unicorns and rainbows.“

It’s touchy-feely marketing advice that doesn’t work, unless probably in Hobbit Town or Fantastica.

Engage with your customers.
[Waaait a moment … they aren’t customers yet. Nor do I think they ever will be if I follow your advice, Mr. Guru!]

Be yourself!
[Huh, how am I going to do that? Thanks for this actionable piece of wisdom!]

Post great content.
[Yeah, right. I see how that works out for my friend above!]

Why do business owners fall for unicorns and rainbows advice?

Business owners love unicorns and rainbows because SELLING has a bad name.

A sales person potentially is a bad person.

  • A networker, a social marketer, per definition, is a nice person.
  • Someone who puts people first (or claims to do so), is a nice person.
  • Someone who doesn’t care about business profits, but only about providing value, is a nice person.

That’s also why social media gurus position themselves that way.

  • Promoting the human touch makes them likeable.
    [Which means more business for them.]
  • It also makes them unaccountable for their advice.
    [If it wasn’t meant to make money in the first place, who’d ever complain?]

For business owners scared of being seen as a sales person unicorns and rainbows seems the easy road to marketing. It’s the [illusionary] solution to their fears and negative self-image.

Sure, it sounds nice.

But, after a few years of social media hype, people are waking up. They start asking questions. Evaluating the time and money they’ve invested.

For many small businesses, social media hasn’t added a penny to their bottom line.

Even worse – the time and money spent is lost. While chasing unicorns we failed to grow our business.

The Unicorns need to die.

What we need is a return to accountable marketing.