Is Social Media a Massive Waste of Your Time?

March 6, 2014

Question: Is social media a massive waste of your time?

Answer A: Yes. It will be if you do not have a strategy to keep you focused.  Without a strategy, honestly you’ll achieve bugger all … perhaps increased frustration!  Social media is a waste of time if you are looking for a quick burst in sales or fast results with minimal effort.

Answer B: No.  Social media is a way for you to build your profile, and your brand.  It’s a way to help your customers, listen to your customers, generate new leads and increase your exposure. It’s an ‘in for the long haul’ investment, but one with a host of benefits for your business. Here’s 23 of them. Social media is pull, not push.  You pull business into you, you do not push your business at people.

Kiwis, 2.8 million people accessed a social media site in New Zealand during November 2013.  Did they see you?

This image, sourced from the Interaction Agency Bureau shows the demographic profile of the top 5 social media sites in NZ:

Is social media a massive waste of time?

[click to enlarge image]

“Facebook was the clear leader with 1.95 million unique visitors; more than double that of LinkedIn who came in second place with an audience of 798,000 unique visitors. In the past 12 months, however, LinkedIn displayed a strong growth (53 percent) with its population growing from 520,000 in December 2012 to 798,000 in November 2013. Blogger ranked in third position with 559,000 unique visitors that month.

Analyzing the demographic profile of these social media sites in more detail shows that the professional networking platform, LinkedIn, attracted a large share of the older population with two thirds of their users over the age of 35 (68.6 percent), whilst more than half (55.3 percent) of Tumblr’s users are under 35. Facebook and Blogger share a similar audience composition, where the number of visitors aged 15-24 accounted for the largest segments of the Kiwi audience whereas people aged 55+ made up the biggest proportion of LinkedIn users in November 2013.”

In my ever so slightly biased opinion, social media is not a waste of your time.  If you set realistic goals in terms of what you want to achieve and what resources you have available, social media is a rewarding way to grow your business.  Start small, listen before you ‘speak’, and remember … it’s called social media.  It’s a way for you to effectively engage and create connections with an amazing amount of people, any time, from anywhere.

The final post in this series will look at your strategy.  Stay tuned!

Your turn: why is or isn’t social media a waste of time … for you?



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