There’s little doubt that social media is a worthwhile avenue for building links, generating search exposure, and making a website more valuable. There’s even less doubt that it’s something many businesses could benefit from. What there is doubt about is its value when compared to other potential optimization methods – namely search engine optimization and paid advertising.
Those two traditional forms of marketing were once all there was online. Until the explosion in social media popularity around four years ago, the vast majority of advertisers got by with nothing other than paid and organic search. It certainly wasn’t dynamic, although it was effective. But as a tactic, is social media optimization really more valuable than its older alternatives?
Social media marketing is hugely powerful and it’s not something that businesses should avoid, but it isn’t something that everyone can benefit from. However, there are certain types of marketers who can’t succeed on social networking platforms. For such people, it’s best to stick with traditional SEO.
Marketers With No Time to Spare for Social Networking
There’s no doubt about it – social media is a marketing channel that requires a great deal of time and effort to be invested for results. It’s certainly profitable, but due to the two-way nature of messaging and other online publishing, businesses that simply don’t have time to invest in further promotional efforts might be best off looking at direct paid advertising instead.
Marketers Who Think Expensive is Best
Paradoxically, this can be a deal breaker for some businesses. The age-old time vs. money paradox is alive and well on the internet, as businesses with the capital for paid advertising tend to avoid any social outlets. If your business prefers to take an analytical approach to marketing, the dynamics on offer with social media may not be the best fit.
Marketers Who Care About Leads and Find No Value in Traffic
Hit the front page of Delicious and you’ll see thousands of visitors in a matter of minutes, but few of them will convert into leads. There’s a reason for Twitter’s popularity amongst publishers and media sellers – it benefits them directly by improving their page-view counts. If your business needs leads and not advertising eyeballs, social media isn’t going to be the ideal promotional model.