Social Media Marketing Is About Business… And, That’s No B.S.

By now, you have probably heard someone say that your business should be using social media to help market your products or services.

There is no doubt that the other decision-makers in your company have heard that, also.

There is a chance that they have decided to take a wait and see attitude or maybe they even rolled their eyes and decided that they didn’t believe the hype.

On the other hand, they may have decided to take the chance to see what they could accomplish by using social media as a marketing tool. In my opinion, that’s the smart decision.

No Bullshit Social Media

In their book “No Bullshit Social Media: The All-Business, No-Hype Guide to Social Media Marketing,” (affiliate link) Jason Falls and Erik Deckers explain that when used correctly, social media can be used to enhance branding and awareness, protect brand reputation, enhance public relations, build community, enhance customer service, facilitate research and development, and drive leads and sales. All of which will have an effect on your bottom line.

As they say, “When you add the word marketing to social media, it’s about business.”

Social Media Marketing Is Not Free

A lot of people think that social media marketing is free. This is not true.

Sure, it might be free to set up a Twitter account for your business and create a Facebook page, but you still have to pay someone to handle your social media marketing efforts, not to mention any other overhead costs that will be incurred (e.g., the costs of computers, electricity, etc.)

In fact, if your business uses social media to enhance customer service, your costs might actually increase.

This is not because it costs more to reach customers using social media. In fact, the opposite is usually true.

However, when you use social media to handle customer complaints, you might actually be able to reach unsatisfied customers who might not have made the effort to call or email your business to complain.

As Falls and Deckers suggest in their book, “Measure the total number of issues your customer service department handles as a whole. That includes phone and online issues. Has the number gone up because of the use of social media? Then that means a lot of those customer complaints were already out there, but you were able to identify them and solve the problem. It might mean you’re handling more issues on the whole, but it also means you’re increasing customer satisfaction.”

Final Thoughts

In my opinion, businesses that are taking a wait and see attitude or dismissing social media marketing altogether are definitely leaving money on the table.

As Jason Falls and Erik Deckers point out in their book, social media marketing can be used to help your business achieve many of its business goals. That is, if your business uses social media correctly.

If you are looking for suggestions on how to use social media for marketing purposes, I’d suggest picking up a copy of the book and giving it a read. It is filled with useful information and valuable case studies that reveal what has and hasn’t worked for other businesses in the past.

And, that’s no bullshit.

Photo credit: Tomas Fano on Flickr.

Chad Thiele

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at:

  • Erik Deckers

    Hey Chad, thank you so much for the review!! I really appreciate it. It’s interesting that you picked customer service as your topic of choice. I was giving a talk a week ago, and I pointed out that of the 7 business drivers we discuss, it’s one of only 2 or 3 that you can measure the results of your efforts. If the number of calls go down, and the number of staff hours go down with it, you can measure the savings. (You can also measure sales, and to some degree, marketing.) So we usually tell companies that are hesitant to either try social media on their marketing or their customer service.

    Thanks again for the review.

    • Chad Thiele


      Thank you, sir. It’s a great book. I’m a fan.

      I really like it when I read something and say, “I never thought of that.”

      I had that thought when I read the part about the total number of customer service issues actually increasing when companies start using social media. A lot of other people have given examples of how social media costs less per customer interaction than a call center. However, this is the first time that I have heard someone point out that the total volume of issues that customer service deals with might actually go up, thus costs could actually increase. (That’s one of those “the obvious isn’t always so obvious” moments.)

      Again, I enjoyed the book and I really appreciate the comment.