On the Necessity of Social Media Marketing

If you’re already doing social media and doing it well, this isn’t for you.

If you’ve already decided you’re going to sit this one out — this whole Internet thang — this isn’t for you.

If you’ve got people in your life, tugging on your sleeve, badgering you, poking you, demanding to know why you’re not on social media yet — this is for you. (And, feel free to send this to them to shut ’em the hell up.)

OMG! Why Aren’t You on Social Media Yet? Gah.

The social media rockstars may never talk to me again.

Shame, that.

You see, I feel like I’m pulling back the curtain — Watch the wizard work! He’s just a man. Pulling levers. A little desperately.

The Great and Powerful Oz — just a dude, making the best of this really weird situation life landed him in.

Aren’t we all.

When life hands you lemons, make lemonade. When life hands you an Emerald City, well, go with it.

What I was saying is, I feel like I’m breaking the Fourth Wall and addressing the audience directly, which was a no-no, in, like, the 50s.

Anyways, I feel like I’m telling tales out of school to tell you any of this. But you need to know.

It’s okay if you don’t do social media. It really is.

It’s okay if you don’t keep your lawn manicured — or don’t even keep a vanity lawn. It’s okay if you don’t wash the car this weekend. It’s okay if you eat over the sink. Sometimes. It’s okay if you take a nap in the middle of the day. It’s okay if you skip a workout.

It’s okay. Everything is okay. And everything will be okay.

Call your mother.

See the thing is, years ago…

When people found out that I “do” social media for a living, all kinds of business folk would take me aside and ask me — nervously, embarrassed, almost ashamed, and almost whining —

Do I have to do social media? My friends all say I have to. I keep hearing about it.

But, do I really have to? I mean, really?


(The same pleading that I used to use, years ago, with my dentist — Do I have to floss? I mean, really?)

We’ve all got enough to do already, amiright? For crying out loud, who’s got the time?

Who wants to add another entire operation to their enterprise?

Because, don’t get it twisted, if you’re gonna do something, you should do it right. Don’t do it haphazard and lackadaisical.

It’s not a fling. It’s not a summatime deal — you’ll catch it some of the time. It’s an investment and it’s another day-to-day operation, if you do it.

Nowadays, I still get the same question…

From small business owners, and big business owners, and private service providers, and non-profits.

But the tone has changed. Where there may have been just a smidge of pride and mischievous rebellion, now there’s quiet desperation and dejected acceptance, almost panicked —

I’ve gotta do social media, don’t I? I have to. What does that even mean?

Oh God, I’ll never see my kids again.

Look, I’m here to tell you, you don’t have to do social media to be successful.

I have made my living since 2009 as a social media and content marketing professional. I know whereof I speak. You don’t gotta do it. And if you’re fighting the shame gremlins or the nosy Nellies who keep telling you that you should, you have to, you’ll die in a ditch if you don’t — well, breathe. Sheesh. Who needs them?

I’ve written a lot more about this and why it’s really okay not to do social media over at the Return on Now blog. I give examples and talk about beer and I think it’s a fun read.

Leave me comments there, huh?

Thanks. Cheers.


Featured image credit: Jeffrey Swanson on Unsplash. License: Creative Commons Zero.