Anyone involved in comms and marketing will be spending a chunk of time on social media but, with mysterious algorithms to contend with, it can be a frustrating and unpredictable strategy.
So is it worth the time spent? This is what Ayo Abbas, Emma Drake and I discussed on a LinkedIn Live stream recently, and these are some highlights from that conversation.
If you want to watch the video of the full discussion, including audience questions, scroll to the bottom of the post.
Is social media all it’s cracked up to be?
Emma: I think people don’t often get a lot from it because they’re perhaps not using it well or effectively.
And the algorithm makes no sense, it’s not one thing you can solve. It is continually changing and morphing, and that is a huge challenge.
So anyone who tells you that they understand the algorithm on a social media platform is lying.
I had a post on LinkedIn that had multiple likes and shares, but it got under 300 impressions. I’ve had a post that had two likes and got over 2000. Go figure.
Social media can be really useful, but you need to have a plan.
Me: Yes, you are at the whim of the algorithm. Some platforms are ‘pay to play’, and they’re promoting content that has been paid for.
So you have to go in with your eyes open and realise there’s no silver bullet with social media.Continue reading “Is social media a waste of time for B2B business?”