Where's the Catch? The Costs of Social Media Marketing

My parents always instructed that nothing was free, and their wisdom came to fruition over and over again throughout my life.  I remember coming home from elementary school with the "best basketball in the whole school."  How had I obtained it?  I traded my brand-new ball for it.  Little did my young self know that I could shoot the "best" ball better just because it was worn out and consequently lighter.  While that scenario failed to traumatize me, it taught a good lesson...if you want something, you probably have to sacrifice for it and the costs may not always be apparent. 

Marketing on social networking sites has proven to be an incredible source of publicity and company-consumer relationships.  With so much to be gained, the cost is called into question.  In the case of marketing on social networking sites, the cost is not monetary.  However, there is most definitely a cost involved.  From what I have gathered, the greatest challenges incurred by marketers in this environment are the costs of time and vulnerability.  Both the Brooger Business Blog and another article on social networking marketing reinforce this stance. 

Let us first assume, as it is quite a small assumption, that the advantages of this form of marketing are too great to be ignored; we also assume that the organization views publicity and market development as a priority.  If this is true, we must look toward the challenges that small businesses are facing in terms of marketing on sites such as Facebook and Twitter.  The sites provide "free" publicity; however, failure to actively maintain and nurture the pages can lead to both lack of consumer activity and even negative activity.  The first of the two great challenges we will address today is the cost of time.  Maintaining these pages requires constant supervision as well as company involvement.  Therefore, the sites must be an integral part of the marketing plan and consistent with the company's marketing efforts.  In addition, it is requisite that the marketing staff prioritizes the sites as they would any other form of public relations.  This is largely brand image and must be handled as such.  Prior to initiating the utilization of the sites, the purpose of the usage must be highlighted.  Is this marketing strategy supposed to increase consumer base, handle customer relations, or both?  The extent to which the page will be used must be highlighted and the time necessary for such involvement should be estimated by an experienced user and planned for prior to initiation. 

Secondly, the cost of vulnerability is a tremendous obstacle faced by small businesses on the net.  While the ability to "friend" customers and follow their every move exists, companies must retain the focus of the initial marketing strategy.  Failure to maintain such focus will also increase the aforementioned cost of time.  If the purpose was to handle customer relations, customer activity should be stimulated by frequent page development and appreciation of consumer involvement.  However, no personal interaction is necessary.  Social networking marketing is an extension of the company.  It is a reflection of the company to all who see the efforts.  For this reason, the company should be represented on the net in a manner that is coherent with the nature of the company.  If the organization values a personal touch, the online face of the organization should remain as personal as it is face to face.

Overall, two of the main challenges faced by small businesses with regards to marketing on social networking sites are the costs of time and vulnerability.  However, strict adherence to a previously developed marketing plan and dedication to the culture of the organization can greatly alleviate these pressures.  Lastly, the efficacy of a social networking marketing effort is greatly dependent on the investment placed therein.  The potential are truly costly, but the costs can be managed in an efficient way if predicted and planned for.