Entrepreneur: Why Some SMBs Are Getting Anti-Social
The author spotlights some small businesses that have stopped or curtailed using social media in their marketing because it was taking too much time and not generating enough new revenues.
“For two days this past summer, online men’s clothing retailer Blank Label’s social media presence went dark — 48 hours without a new Twitter post or fresh Facebook posting. This was no technical hiccup, but rather a deliberate experimental maneuver by company cofounder Danny Wong and his partners to adjust the custom shirt design venture’s social media strategy on the fly. Because from a revenue standpoint, they could no longer justify spending as much time and money on generating and updating content for networks such as Facebook and Twitter.
‘We spent a lot of time fiddling around with [social networks] during the day, to where it was a mental and a time drain. But we weren’t generating sales from it,’ Wong says. Meanwhile, the company’s social media push coincided with a huge surge in demand, which created supply problems that urgently needed solving. Something had to give.”