Putting all your marketing efforts and marketing dollars into social media won’t make or save your business.
Striving for increases in your social media metrics is good. However, many businesses spend too much time, money and energy chasing a massive social media following, a plethora of likes, or a viral post thinking that winning the social media popularity contest will grow or, even worse, save their business.
Social media shouldn’t be the primary focus when trying to make or save your business. Companies with large social media followings still go under, despite the 121 billion minutes per month Americans spend on social networks.
As Brian Solis states, don’t “take your eye off the ball in the name of social media;” do focus on what you (and your audience) expect of social media.