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Why Social Media Marketing Does Not Work

Posted By: Randy GageFebruary 17, 2013

A Manifesto...

A few weeks ago I did a Tele-Seminar on growing your business in the digital world for SpeakerNet News.  Rebecca Morgan who was interviewing me asked about social media and if I really get business from it.  Instinctively I started recounting examples of business I received including a million dollar consulting contract that came about from a relationship on Twitter. 

But after it was over, I realized I had given the wrong answer…

If I would have thought about it more, I would have said, I get MOST of my business from social media.  Because that’s just the truth.

I don’t have a sales team or marketers.  I made a decision years ago to create a lifestyle business I could work with a laptop from under a palm tree anywhere in the world.   I have my trusted long-time assistant Lornette, but she doesn’t do marketing.  She manages the logistics of me working around the globe.  I’ve never made a cold call in my life and have no desire to start now.  Most speakers bureaus don’t get me, so the amount of biz from them is negligible.   My business is about 80 percent online and the driver for it is social media.  (BTW, in a conversation with Jeffrey Hayzlett that I had about two weeks ago, he shared with me that he gets the vast majority of his business through social media marketing as well.)

If you listen to the interview with Rebecca, she was unconvinced.   She related how so many people she has interviewed have told her that they have never gotten ANY business from social media.   That’s probably true.  Of course some of those people are the same ones that if you invited them to an orgy, and they’d complain about the guacamole dip.   They have convinced themselves that social media is a time waster that doesn’t produce revenue, so that is exactly what is true for them.

Here’s why social media doesn’t work for them:  Because they don’t work it. 

They hired a “social media consultant/strategist/expert/guru/ninja/Jedi/maven” who set up a Linkedin account, built them a Facebook page, created a Twitter wrap, set up a Pinterest board, and then automated a heavy rotation of corny motivation quotes to go out every 60 minutes, interspersed with product pitches in between.

“Whether you think you can, or you think you can't--you're right.” ― Henry Ford

Know what?  The first time I heard that, I thought it was brilliant.  But that was 1976.  Al Gore hadn’t even invented the Internet yet!  I've seen that quote mangled, attributed to the wrong person and plagiarized so many times since then, it's lost it's luster.

Making matters worse, they probably use an aggregator service, so each post goes to every account at the same time.  This means the Twitter one gets cut off, the LinkedIn one gets flagged for Spam, and the Facebook algorithm keeps it from showing up in your followers timeline because it’s obviously not a personal entry.

If your expert/guru/ninja/Jedi/maven advised you that the secret to social media success was posting motivational quotes on a service that posts them simultaneous across all your accounts – fire them. 

Likewise if they suggested that randomly following 2,000 people a day to see who follows back makes you a social media pro.  Actually just makes you a social media whore.

Social media works.  But you have to work it.

Let me give you an example of what just happened yesterday.  One of the prosperity things I do is get fresh flower arrangements delivered to my home each week.  Unfortunately the florist I’ve been using for five years was just sold and they’ve gotten sketchy.  So I did what I always do – put out a post on Twitter looking for a referral.

Within ten minutes I got a reply from @InSouthFlorida, one of many services springing up to help businesses capture local business through social media.  They asked @TriasFlowers if they delivered to the beach.  They obviously follow their Twitter account and responded to me with their phone number and the names of two of their designers.   I called and spoke to Hortenzia who was very helpful and friendly.  They delivered my flowers and they’re gorgeous!   I have a new florist now.

Here’s the thing…

I get a large arrangement for my dining room.  A smaller one for the bathroom.  Another one for the coffee table.  And one for my bedroom.  Every week.  This amounts to thousands of dollars in sales a year for Tria, simply because they were monitoring their Twitter feed.

This kind of thing is happening thousands of times a day, every day, in cities and towns all over the world.  If it isn’t happening for you, instead of proclaiming that social media doesn’t work, you might be better served to learn how to work it.

Here are four suggestions to make your social media work for you…

1) Provide value.  If the only time you post is when you are selling something, people quickly tune you out.  I post five blogs a week, a YouTube video and about 15 or 20 Facebook updates with content to help people.  They’re all free.  But once you become a trusted source with free content, people naturally check out your other offerings and will spend money with you.

2) Engage.  Join the conversation.  Re-tweet and repost interesting things that you notice and think your own followers will appreciate.  Don’t be afraid to show your personal side.  If you’re watching the Super bowl, Oscars or the World Cup, open a dialogue with your followers.  They’ll be delighted that you’re actually there and to get to know you a little.  People buy things from people they know, like, and trust.  Instead of broadcasting AT people, try talking WITH them.

3) Pick Where You Want to Plant Your Flag.  No one can keep up with all the social media platforms out there.  Pick the one or two you like best and concentrate on them.  Let your tribe know where you spend your time.   If you post a YouTube video once a week or once a month, tell them.  If you just check Facebook first thing in the morning and then not the rest of the day, put that right in your profile.  As you let people know when and where you hang out, they follow you there.

4) Monitor your brand.  Set up Hootsuite or Tweetdeck with a column that tracks whenever you or your business is mentioned.  You’ll know when good things are happening and when bad things are happening.

When good things are happening, you’ll know and can do more of them.  You can thank people for talking you up, developing rapport with your tribe.

When bad things are coming up, you’ll be instantly aware of them and can immediately get to work to rectify them.  If you’re proactive like this, you’ll actually turn people who were dissatisfied and going to leave you, into some of your biggest advocates.

Social media marketing works.  But you have to be social, you have to work, and you have to market.  That’s kinds where the name come from!

- RG

P.S.  Since I'm feeling so much better after all this ranting, let me offer some extra value for you.

To learn more about getting the most from Twitter, read the manifesto I wrote a few years back.  Some of the links have changed, but the principles haven’t.  See it here: https://www.randygage.com/blog/the-11-deadly-sins-of-twitter/

And don’t be “that guy” on Facebook!  Watch this video from the lovely and talented Scott Stratten, a/k/a @unmarketing http://www.unmarketing.com/2009/07/03/24/

If you want to listen to the Tele-Seminar I did on Growing Biz in a Digital World, order it here: http://www.speakernetnews.com/tsem/ts20130204.html

183 comments on “Why Social Media Marketing Does Not Work”

  1. What is often forgotten in any form of marketing/advertising is that is more about forming a connection with others, rather than annoying them until they buy.There will be a lot of companies that never take off or go out of business because more and more people, especially those who have grown up with computers and cellphones, have a FAR easier time of tuning things out.There are many companies/individuals which don't advertise, or have ads that are very focused, tell a story, aren't broadcast 24/7, but broadcast in a way they have more impact.They seem to be doing just fine in spite of not marketing in the traditional Madison Avenue sense.I am absolutely shocked at how many companies still cold call, send paper mailers, and randomly spam e-mail/social media.What a waste of time, energy, and talent.Then there's TV/video advertising. Repeating the same old, same old- thinking people will listen if there is enough shock value or repetition- a very condescending way of viewing people as nothing more than mindless zombies with wallets.Human beings are born intelligent and creative- they're just dumbed down in the name of "for the common good" and other Collectivist nonsense.No wonder so many people have so little faith in themselves if they're programmed to think in such a manner!The world is oversaturated with millions of voices competing for our attention, when will individuals and companies realize people want to deal with other people, and buy quality that is intrinsic to the product rather than being falsely told it's quality, but in reality is no better than something from a dollar store or the discount bin at Wal-mart?

  2. What is often forgotten in any form of marketing/advertising is that is more about forming a connection with others, rather than annoying them until they buy.There will be a lot of companies that never take off or go out of business because more and more people, especially those who have grown up with computers and cellphones, have a FAR easier time of tuning things out.There are many companies/individuals which don't advertise, or have ads that are very focused, tell a story, aren't broadcast 24/7, but broadcast in a way they have more impact.They seem to be doing just fine in spite of not marketing in the traditional Madison Avenue sense.I am absolutely shocked at how many companies still cold call, send paper mailers, and randomly spam e-mail/social media.What a waste of time, energy, and talent.Then there's TV/video advertising. Repeating the same old, same old- thinking people will listen if there is enough shock value or repetition- a very condescending way of viewing people as nothing more than mindless zombies with wallets.Human beings are born intelligent and creative- they're just dumbed down in the name of "for the common good" and other Collectivist nonsense.No wonder so many people have so little faith in themselves if they're programmed to think in such a manner!The world is oversaturated with millions of voices competing for our attention, when will individuals and companies realize people want to deal with other people, and buy quality that is intrinsic to the product rather than being falsely told it's quality, but in reality is no better than something from a dollar store or the discount bin at Wal-mart?

  3. I honestly don't think marketing in the traditional sense really works any more period!
    People, especially younger people, can tune it out really easily.
    Repetition and shock value are old news.
    Less and less people watch TV, and use their DVRs to skip over commercials.
    People want to deal with people, rather than something focus group tested and approved.
    Sure, focus groups and market research do create "safe" products, but this isn't a time for that.
    Apple and Nike do just fine without relying on focus testing and doing everything by the numbers.
    By the book, by the numbers doesn't work!
    Logic without thinking is foolish.

  4. I honestly don't think marketing in the traditional sense really works any more period!
    People, especially younger people, can tune it out really easily.
    Repetition and shock value are old news.
    Less and less people watch TV, and use their DVRs to skip over commercials.
    People want to deal with people, rather than something focus group tested and approved.
    Sure, focus groups and market research do create "safe" products, but this isn't a time for that.
    Apple and Nike do just fine without relying on focus testing and doing everything by the numbers.
    By the book, by the numbers doesn't work!
    Logic without thinking is foolish.

  5. Great post. Thanks Randy sir. Learned a lot of valuable points. Need to rectify some of the mistakes. As you were saying you work on your Social Media platforms yourself using tools like HootSuite/TweetDeck (What else do you use?), can I ask you another thing? Did you set up your sites yourself or had some web designer to do it? Any suggestions regarding that? And your Prosperity TV episodes are amazing! Can you please share the tools, steps to produce such awesome video content? I know I am asking a lot sir, but you know there are lots of contradictory & confusing suggestions regarding these around the net, and I very few people I trust more than you. Btw always thanks for being a mentor to me,a Network Marketing Leader from India. Never had any uplines , but doing great with your guidance for last 2 years.

    1. @souravghosh  I had my webmaster set up all the accounts and edit my weekly YT video.  I don't know how to do any of that and don't want to.  That gives me time to do the important stuff: content creation and engaging.
       
      -RG

      1. That's the thing RG, the content creation. You have wonderful content to share, what if you're not an author, blogger, copywriter, Vlogger. etc. how do you engage then? How does a regular guy become a trusted and valued source?

  6. Great post. Thanks Randy sir. Learned a lot of valuable points. Need to rectify some of the mistakes. As you were saying you work on your Social Media platforms yourself using tools like HootSuite/TweetDeck (What else do you use?), can I ask you another thing? Did you set up your sites yourself or had some web designer to do it? Any suggestions regarding that? And your Prosperity TV episodes are amazing! Can you please share the tools, steps to produce such awesome video content? I know I am asking a lot sir, but you know there are lots of contradictory & confusing suggestions regarding these around the net, and I very few people I trust more than you. Btw always thanks for being a mentor to me,a Network Marketing Leader from India. Never had any uplines , but doing great with your guidance for last 2 years.

  7. Does anyone else have a problem deleting his posts from your outlook in-box?  I just can't seem to do it!  They're all flagged for follow - up!  These are like training seminars.  You da' man Randy!  Thank you my friend!  Lisa Thorne (one of your Boise peeps)

    1. @Lisa Thorne Lisa I completely understand your take here! I almost NEVER delete anything Randy writes. It's too valueble for me. Doesn't mean I always totally agree, but there is always a pearl, you would regret having deleted. I have a special folder for Randy's writing.
      Love to you from Denmark Lisa.
      Lene

  8. Does anyone else have a problem deleting his posts from your outlook in-box?  I just can't seem to do it!  They're all flagged for follow - up!  These are like training seminars.  You da' man Randy!  Thank you my friend!  Lisa Thorne (one of your Boise peeps)

  9. Read it - valuable article; shared it on Twitter. Also I went back and read the 11 Deadly Twitter Sins which you linked from a few years ago ~ I can definitely see the evolution of your personality !
    I could elaborate but I'm a bit buzzed (someone's birthday, Margaritas) so let me just say it was a treat.

  10. Read it - valuable article; shared it on Twitter. Also I went back and read the 11 Deadly Twitter Sins which you linked from a few years ago ~ I can definitely see the evolution of your personality !
    I could elaborate but I'm a bit buzzed (someone's birthday, Margaritas) so let me just say it was a treat.

  11. Thank's Randy! Yes you are always right yourself. That's the truth you believe in and have created. XOXO from Denmark 🙂

  12. Thank's Randy! Yes you are always right yourself. That's the truth you believe in and have created. XOXO from Denmark 🙂

  13. @Lisa Thorne Lisa I completely understand your take here! I almost NEVER delete anything Randy writes. It's too valueble for me. Doesn't mean I always totally agree, but there is always a pearl, you would regret having deleted. I have a special folder for Randy's writing.
    Love to you from Denmark Lisa.
    Lene

  14. Wow another eye opener. Thank you for sharing Randy, I'm beginning to fully understand the power of social media and how we usually leave money on the table due to inconsistency and just being pure lazy.

  15. Wow another eye opener. Thank you for sharing Randy, I'm beginning to fully understand the power of social media and how we usually leave money on the table due to inconsistency and just being pure lazy.

  16. I just awared a $34,000 construction project to a local guy who responded to one of my facebook posts. I was complaining that I had tried to reach a certain local construction company by email several times with no response. The guy who responded eventually got my project. Social media does work.

    1. @David Frey - MarketingBlogger.com  being that its 2013 and the majority of all users are on some sort of social network, posts like this are many.  What I think is next David, is your ability to track conversations by GPS Location, Income, sentiment, and related topics, reply automatically or be notified of leads to your mobile 24x7 from every source that is open on the Web.  This is here now, and mostly free tools to enable.  The know how - is priceless

  17. I just awared a $34,000 construction project to a local guy who responded to one of my facebook posts. I was complaining that I had tried to reach a certain local construction company by email several times with no response. The guy who responded eventually got my project. Social media does work.

  18. How many people will actually follow the advice? Even knowing it is great advice, most people will not even bother to comment. But, they will be ready to say that your advice was not worth reading. 🙁

  19. How many people will actually follow the advice? Even knowing it is great advice, most people will not even bother to comment. But, they will be ready to say that your advice was not worth reading. 🙁

  20. Hi Randy,
     
    You made a powerful impression on me a few years ago. I noted how your twitter posts were being tweeted without the handle, and you fixed it, noting that whenever I sent them out, you saw the handle. I then noted how I added it manually 😉
     
    This showed: #1 - You listen, you remember, you observe, and you care. #2 - That you generate serious, serious business by working social media effectively, because anybody with a ridiculously large twitter following like yourself who remembers if individuals include handles on tweets, even when plug in was not doing it....well...this is a rarity, and demonstrates the attention to detail paid by wildly successful folks.
     
    Social media is a tool. If you are social, and engage, and use people's names, there is no reason why you should not make millions or billions with the medium, because it is a telephone, or a meeting at Starbucks, or a meeting in a boardroom, or Skype, or email. Another channel through which humans communicate, share, connect.
     
    Thanks for sharing!
     
    Ryan

  21. Hi Randy,
     
    You made a powerful impression on me a few years ago. I noted how your twitter posts were being tweeted without the handle, and you fixed it, noting that whenever I sent them out, you saw the handle. I then noted how I added it manually 😉
     
    This showed: #1 - You listen, you remember, you observe, and you care. #2 - That you generate serious, serious business by working social media effectively, because anybody with a ridiculously large twitter following like yourself who remembers if individuals include handles on tweets, even when plug in was not doing it....well...this is a rarity, and demonstrates the attention to detail paid by wildly successful folks.
     
    Social media is a tool. If you are social, and engage, and use people's names, there is no reason why you should not make millions or billions with the medium, because it is a telephone, or a meeting at Starbucks, or a meeting in a boardroom, or Skype, or email. Another channel through which humans communicate, share, connect.
     
    Thanks for sharing!
     
    Ryan

  22. @souravghosh  I had my webmaster set up all the accounts and edit my weekly YT video.  I don't know how to do any of that and don't want to.  That gives me time to do the important stuff: content creation and engaging.
     
    -RG

  23. Randy, your post came out at a right time! we've just had a conversation about new rules on fb, and one of my friends was complaining that it doesn't really work if you don't pay... But in fact - you have only to work it by increasing your value to the world. So thanks!!

  24. Randy, your post came out at a right time! we've just had a conversation about new rules on fb, and one of my friends was complaining that it doesn't really work if you don't pay... But in fact - you have only to work it by increasing your value to the world. So thanks!!

  25. I think that as in daily life, in social media we have to be social, polite ... It is relationship... Love this article...;-)

  26. I think that as in daily life, in social media we have to be social, polite ... It is relationship... Love this article...;-)

  27. You are right on target, Randy. Social Media is about engagement, not broadcasting. Your comments are right on target. As a expert/guru/ninja/Jedi/maven myself, I agree with you and commend you! Terry

  28. You are right on target, Randy. Social Media is about engagement, not broadcasting. Your comments are right on target. As a expert/guru/ninja/Jedi/maven myself, I agree with you and commend you! Terry

  29. That's the thing RG, the content creation. You have wonderful content to share, what if you're not an author, blogger, copywriter, Vlogger. etc. how do you engage then? How does a regular guy become a trusted and valued source?

  30. @DinyvdB zeker leuk artikel. Ben er van overtuigd dat dit enige manier is om succesvol social media in te zetten.

  31. @DinyvdB zeker leuk artikel. Ben er van overtuigd dat dit enige manier is om succesvol social media in te zetten.

  32. Awesome post Randy as usual! I actually disconnected my Twitter and FB totally forgot to do that. I like to keep them all separate. I hope more people take to this and recognize social media just connects people behind computers. That was the downfall of SpamSpace - I mean MySpace it was just so much garbage. I think as social media evolves it will evolve into an engament tool, and the others will just fall away.

  33. Awesome post Randy as usual! I actually disconnected my Twitter and FB totally forgot to do that. I like to keep them all separate. I hope more people take to this and recognize social media just connects people behind computers. That was the downfall of SpamSpace - I mean MySpace it was just so much garbage. I think as social media evolves it will evolve into an engament tool, and the others will just fall away.

  34. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.
    Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.
    Thank you,
    Debbie

  35. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.Thank you,Debbie

  36. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.Thank you,Debbie

  37. More information is created and stored every week then the sum of all the information ever created by mankind.  really.   Big Data and Social Business intelligence, takes the invisible conversations and sentiment and makes it VISIBLE.  It is like being Psychic.  This is the biggest thing since the printing press.
     
    really.
     
    We are social beings, the need to communicate and connect is almost inherent to our being.  Social Media (*Big Data) enables conversations in a human manner.  As Technology evolves we regress into natural human behavior.  Technology is the enabler of business not its purpose, all to often we get focused on the bells and whistles and shiny things... and forget its purpose is to enable human action.  ALL my business comes from the Social Web = the Web is Social, Synaptic and mobile.  We no longer log on or connect we are always on.  Our conversations become permanent - indexed- archived- and there for future generations.  @Randy_Gage   you hit the nail on the head.
     
    -Kevin Leversee

    1. @KevinLeversee  @Randy_Gage People call this the age of Social Media, the "Information Age", the phrase I've heard that describes or depicts this age; these "times", (I beleive) is The Age of Psychic Powers.. which  are our "Prosperity Powers" my mind tells me.
       
      These are exciting times!  It's what RG's new book is all about!

  38. More information is created and stored every week then the sum of all the information ever created by mankind.  really.   Big Data and Social Business intelligence, takes the invisible conversations and sentiment and makes it VISIBLE.  It is like being Psychic.  This is the biggest thing since the printing press.
     
    really.
     
    We are social beings, the need to communicate and connect is almost inherent to our being.  Social Media (*Big Data) enables conversations in a human manner.  As Technology evolves we regress into natural human behavior.  Technology is the enabler of business not its purpose, all to often we get focused on the bells and whistles and shiny things... and forget its purpose is to enable human action.  ALL my business comes from the Social Web = the Web is Social, Synaptic and mobile.  We no longer log on or connect we are always on.  Our conversations become permanent - indexed- archived- and there for future generations.  @Randy_Gage   you hit the nail on the head.
     
    -Kevin Leversee

  39. @David Frey - MarketingBlogger.com  being that its 2013 and the majority of all users are on some sort of social network, posts like this are many.  What I think is next David, is your ability to track conversations by GPS Location, Income, sentiment, and related topics, reply automatically or be notified of leads to your mobile 24x7 from every source that is open on the Web.  This is here now, and mostly free tools to enable.  The know how - is priceless

  40. Great posting as always. We live in a society where there is so much information shared these days. The key to social media is making sure that the information you post and share is relevant and timely to your audience. Like everything it is not about the volume of followers , it is about the quality. Your example about the florist is excellent. It demonstrates that the florist was listening and monitoring. In the real world, lots of businesses still fail to do this.

  41. Great posting as always. We live in a society where there is so much information shared these days. The key to social media is making sure that the information you post and share is relevant and timely to your audience. Like everything it is not about the volume of followers , it is about the quality. Your example about the florist is excellent. It demonstrates that the florist was listening and monitoring. In the real world, lots of businesses still fail to do this.

  42. @KevinLeversee  @Randy_Gage People call this the age of Social Media, the "Information Age", the phrase I've heard that describes or depicts this age; these "times", (I beleive) is The Age of Psychic Powers.. which  are our "Prosperity Powers" my mind tells me.
     
    These are exciting times!  It's what RG's new book is all about!

  43. @Calculated_Ind. Ty! Loved the article.Glad you did too. Randy Gage hit the nail square on the head with that one

  44. @Calculated_Ind. Ty! Loved the article.Glad you did too. Randy Gage hit the nail square on the head with that one

  45. I basically need to state I am fresh fish to blogging and destination-fabricating and actually adoreed your blog. Likely I’m prone to bookmark your locale . You doubtlessly have unbelievable writings. Respects for uncovering your blog.

  46. I basically need to state I am fresh fish to blogging and destination-fabricating and actually adoreed your blog. Likely I’m prone to bookmark your locale . You doubtlessly have unbelievable writings. Respects for uncovering your blog.

  47. Hi Randy, Our mutual friend Eileen emailed me the link to your article and I'm so glad she did. This is an excellent explanation of why social media is important and how to make it work. It echoes my own experience, which I stumbled upon intuitively. It's great to see it laid out so clearly. Anyone thinking of entering the world of social media should read this first and save themselves a lot of time and money.

  48. Hi Randy, Our mutual friend Eileen emailed me the link to your article and I'm so glad she did. This is an excellent explanation of why social media is important and how to make it work. It echoes my own experience, which I stumbled upon intuitively. It's great to see it laid out so clearly. Anyone thinking of entering the world of social media should read this first and save themselves a lot of time and money.

  49. Great information. My wife and I are fairly new to the whole Social Marketing and it is nice to get some straight forward info from someone that is having success. Thanks for your effort.
    Ron & Stephanie

  50. Great information. My wife and I are fairly new to the whole Social Marketing and it is nice to get some straight forward info from someone that is having success. Thanks for your effort.
    Ron & Stephanie

  51. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. It's mostly about value, money then come as a result.

  52. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. And being there-on FB,Twitter etc. is a must. It's mostly about value, money  comes as a result of your right social behavior, and hard work.

  53. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. And being there-on FB,Twitter etc. is a must. It's mostly about value, money  comes as a result of your right social behavior, and hard work.

  54. I have a small therapy type service business with a tiny Facebook following, around 1,300 followers. Over the last five years I don't think anyone from Facebook ever made a purchase. My actual clients never follow me on Facebook. When I did originally try and engage people on Facebook they essentially wanted my service for free. It seemed like the barrier to entry was too low. It attracted people who were not seriously interested in working with me, but instead, wanted free help. Maybe my boundaries or ability to say no was not strong enough? Not quite sure.

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  • 183 comments on “Why Social Media Marketing Does Not Work”

    1. What is often forgotten in any form of marketing/advertising is that is more about forming a connection with others, rather than annoying them until they buy.There will be a lot of companies that never take off or go out of business because more and more people, especially those who have grown up with computers and cellphones, have a FAR easier time of tuning things out.There are many companies/individuals which don't advertise, or have ads that are very focused, tell a story, aren't broadcast 24/7, but broadcast in a way they have more impact.They seem to be doing just fine in spite of not marketing in the traditional Madison Avenue sense.I am absolutely shocked at how many companies still cold call, send paper mailers, and randomly spam e-mail/social media.What a waste of time, energy, and talent.Then there's TV/video advertising. Repeating the same old, same old- thinking people will listen if there is enough shock value or repetition- a very condescending way of viewing people as nothing more than mindless zombies with wallets.Human beings are born intelligent and creative- they're just dumbed down in the name of "for the common good" and other Collectivist nonsense.No wonder so many people have so little faith in themselves if they're programmed to think in such a manner!The world is oversaturated with millions of voices competing for our attention, when will individuals and companies realize people want to deal with other people, and buy quality that is intrinsic to the product rather than being falsely told it's quality, but in reality is no better than something from a dollar store or the discount bin at Wal-mart?

    2. What is often forgotten in any form of marketing/advertising is that is more about forming a connection with others, rather than annoying them until they buy.There will be a lot of companies that never take off or go out of business because more and more people, especially those who have grown up with computers and cellphones, have a FAR easier time of tuning things out.There are many companies/individuals which don't advertise, or have ads that are very focused, tell a story, aren't broadcast 24/7, but broadcast in a way they have more impact.They seem to be doing just fine in spite of not marketing in the traditional Madison Avenue sense.I am absolutely shocked at how many companies still cold call, send paper mailers, and randomly spam e-mail/social media.What a waste of time, energy, and talent.Then there's TV/video advertising. Repeating the same old, same old- thinking people will listen if there is enough shock value or repetition- a very condescending way of viewing people as nothing more than mindless zombies with wallets.Human beings are born intelligent and creative- they're just dumbed down in the name of "for the common good" and other Collectivist nonsense.No wonder so many people have so little faith in themselves if they're programmed to think in such a manner!The world is oversaturated with millions of voices competing for our attention, when will individuals and companies realize people want to deal with other people, and buy quality that is intrinsic to the product rather than being falsely told it's quality, but in reality is no better than something from a dollar store or the discount bin at Wal-mart?

    3. I honestly don't think marketing in the traditional sense really works any more period!
      People, especially younger people, can tune it out really easily.
      Repetition and shock value are old news.
      Less and less people watch TV, and use their DVRs to skip over commercials.
      People want to deal with people, rather than something focus group tested and approved.
      Sure, focus groups and market research do create "safe" products, but this isn't a time for that.
      Apple and Nike do just fine without relying on focus testing and doing everything by the numbers.
      By the book, by the numbers doesn't work!
      Logic without thinking is foolish.

    4. I honestly don't think marketing in the traditional sense really works any more period!
      People, especially younger people, can tune it out really easily.
      Repetition and shock value are old news.
      Less and less people watch TV, and use their DVRs to skip over commercials.
      People want to deal with people, rather than something focus group tested and approved.
      Sure, focus groups and market research do create "safe" products, but this isn't a time for that.
      Apple and Nike do just fine without relying on focus testing and doing everything by the numbers.
      By the book, by the numbers doesn't work!
      Logic without thinking is foolish.

    5. Great post. Thanks Randy sir. Learned a lot of valuable points. Need to rectify some of the mistakes. As you were saying you work on your Social Media platforms yourself using tools like HootSuite/TweetDeck (What else do you use?), can I ask you another thing? Did you set up your sites yourself or had some web designer to do it? Any suggestions regarding that? And your Prosperity TV episodes are amazing! Can you please share the tools, steps to produce such awesome video content? I know I am asking a lot sir, but you know there are lots of contradictory & confusing suggestions regarding these around the net, and I very few people I trust more than you. Btw always thanks for being a mentor to me,a Network Marketing Leader from India. Never had any uplines , but doing great with your guidance for last 2 years.

      1. @souravghosh  I had my webmaster set up all the accounts and edit my weekly YT video.  I don't know how to do any of that and don't want to.  That gives me time to do the important stuff: content creation and engaging.
         
        -RG

        1. That's the thing RG, the content creation. You have wonderful content to share, what if you're not an author, blogger, copywriter, Vlogger. etc. how do you engage then? How does a regular guy become a trusted and valued source?

    6. Great post. Thanks Randy sir. Learned a lot of valuable points. Need to rectify some of the mistakes. As you were saying you work on your Social Media platforms yourself using tools like HootSuite/TweetDeck (What else do you use?), can I ask you another thing? Did you set up your sites yourself or had some web designer to do it? Any suggestions regarding that? And your Prosperity TV episodes are amazing! Can you please share the tools, steps to produce such awesome video content? I know I am asking a lot sir, but you know there are lots of contradictory & confusing suggestions regarding these around the net, and I very few people I trust more than you. Btw always thanks for being a mentor to me,a Network Marketing Leader from India. Never had any uplines , but doing great with your guidance for last 2 years.

    7. Does anyone else have a problem deleting his posts from your outlook in-box?  I just can't seem to do it!  They're all flagged for follow - up!  These are like training seminars.  You da' man Randy!  Thank you my friend!  Lisa Thorne (one of your Boise peeps)

      1. @Lisa Thorne Lisa I completely understand your take here! I almost NEVER delete anything Randy writes. It's too valueble for me. Doesn't mean I always totally agree, but there is always a pearl, you would regret having deleted. I have a special folder for Randy's writing.
        Love to you from Denmark Lisa.
        Lene

    8. Does anyone else have a problem deleting his posts from your outlook in-box?  I just can't seem to do it!  They're all flagged for follow - up!  These are like training seminars.  You da' man Randy!  Thank you my friend!  Lisa Thorne (one of your Boise peeps)

    9. Read it - valuable article; shared it on Twitter. Also I went back and read the 11 Deadly Twitter Sins which you linked from a few years ago ~ I can definitely see the evolution of your personality !
      I could elaborate but I'm a bit buzzed (someone's birthday, Margaritas) so let me just say it was a treat.

    10. Read it - valuable article; shared it on Twitter. Also I went back and read the 11 Deadly Twitter Sins which you linked from a few years ago ~ I can definitely see the evolution of your personality !
      I could elaborate but I'm a bit buzzed (someone's birthday, Margaritas) so let me just say it was a treat.

    11. Thank's Randy! Yes you are always right yourself. That's the truth you believe in and have created. XOXO from Denmark 🙂

    12. Thank's Randy! Yes you are always right yourself. That's the truth you believe in and have created. XOXO from Denmark 🙂

    13. @Lisa Thorne Lisa I completely understand your take here! I almost NEVER delete anything Randy writes. It's too valueble for me. Doesn't mean I always totally agree, but there is always a pearl, you would regret having deleted. I have a special folder for Randy's writing.
      Love to you from Denmark Lisa.
      Lene

    14. Wow another eye opener. Thank you for sharing Randy, I'm beginning to fully understand the power of social media and how we usually leave money on the table due to inconsistency and just being pure lazy.

    15. Wow another eye opener. Thank you for sharing Randy, I'm beginning to fully understand the power of social media and how we usually leave money on the table due to inconsistency and just being pure lazy.

    16. I just awared a $34,000 construction project to a local guy who responded to one of my facebook posts. I was complaining that I had tried to reach a certain local construction company by email several times with no response. The guy who responded eventually got my project. Social media does work.

      1. @David Frey - MarketingBlogger.com  being that its 2013 and the majority of all users are on some sort of social network, posts like this are many.  What I think is next David, is your ability to track conversations by GPS Location, Income, sentiment, and related topics, reply automatically or be notified of leads to your mobile 24x7 from every source that is open on the Web.  This is here now, and mostly free tools to enable.  The know how - is priceless

    17. I just awared a $34,000 construction project to a local guy who responded to one of my facebook posts. I was complaining that I had tried to reach a certain local construction company by email several times with no response. The guy who responded eventually got my project. Social media does work.

    18. How many people will actually follow the advice? Even knowing it is great advice, most people will not even bother to comment. But, they will be ready to say that your advice was not worth reading. 🙁

    19. How many people will actually follow the advice? Even knowing it is great advice, most people will not even bother to comment. But, they will be ready to say that your advice was not worth reading. 🙁

    20. Hi Randy,
       
      You made a powerful impression on me a few years ago. I noted how your twitter posts were being tweeted without the handle, and you fixed it, noting that whenever I sent them out, you saw the handle. I then noted how I added it manually 😉
       
      This showed: #1 - You listen, you remember, you observe, and you care. #2 - That you generate serious, serious business by working social media effectively, because anybody with a ridiculously large twitter following like yourself who remembers if individuals include handles on tweets, even when plug in was not doing it....well...this is a rarity, and demonstrates the attention to detail paid by wildly successful folks.
       
      Social media is a tool. If you are social, and engage, and use people's names, there is no reason why you should not make millions or billions with the medium, because it is a telephone, or a meeting at Starbucks, or a meeting in a boardroom, or Skype, or email. Another channel through which humans communicate, share, connect.
       
      Thanks for sharing!
       
      Ryan

    21. Hi Randy,
       
      You made a powerful impression on me a few years ago. I noted how your twitter posts were being tweeted without the handle, and you fixed it, noting that whenever I sent them out, you saw the handle. I then noted how I added it manually 😉
       
      This showed: #1 - You listen, you remember, you observe, and you care. #2 - That you generate serious, serious business by working social media effectively, because anybody with a ridiculously large twitter following like yourself who remembers if individuals include handles on tweets, even when plug in was not doing it....well...this is a rarity, and demonstrates the attention to detail paid by wildly successful folks.
       
      Social media is a tool. If you are social, and engage, and use people's names, there is no reason why you should not make millions or billions with the medium, because it is a telephone, or a meeting at Starbucks, or a meeting in a boardroom, or Skype, or email. Another channel through which humans communicate, share, connect.
       
      Thanks for sharing!
       
      Ryan

    22. @souravghosh  I had my webmaster set up all the accounts and edit my weekly YT video.  I don't know how to do any of that and don't want to.  That gives me time to do the important stuff: content creation and engaging.
       
      -RG

    23. Randy, your post came out at a right time! we've just had a conversation about new rules on fb, and one of my friends was complaining that it doesn't really work if you don't pay... But in fact - you have only to work it by increasing your value to the world. So thanks!!

    24. Randy, your post came out at a right time! we've just had a conversation about new rules on fb, and one of my friends was complaining that it doesn't really work if you don't pay... But in fact - you have only to work it by increasing your value to the world. So thanks!!

    25. I think that as in daily life, in social media we have to be social, polite ... It is relationship... Love this article...;-)

    26. I think that as in daily life, in social media we have to be social, polite ... It is relationship... Love this article...;-)

    27. You are right on target, Randy. Social Media is about engagement, not broadcasting. Your comments are right on target. As a expert/guru/ninja/Jedi/maven myself, I agree with you and commend you! Terry

    28. You are right on target, Randy. Social Media is about engagement, not broadcasting. Your comments are right on target. As a expert/guru/ninja/Jedi/maven myself, I agree with you and commend you! Terry

    29. That's the thing RG, the content creation. You have wonderful content to share, what if you're not an author, blogger, copywriter, Vlogger. etc. how do you engage then? How does a regular guy become a trusted and valued source?

    30. @DinyvdB zeker leuk artikel. Ben er van overtuigd dat dit enige manier is om succesvol social media in te zetten.

    31. @DinyvdB zeker leuk artikel. Ben er van overtuigd dat dit enige manier is om succesvol social media in te zetten.

    32. Awesome post Randy as usual! I actually disconnected my Twitter and FB totally forgot to do that. I like to keep them all separate. I hope more people take to this and recognize social media just connects people behind computers. That was the downfall of SpamSpace - I mean MySpace it was just so much garbage. I think as social media evolves it will evolve into an engament tool, and the others will just fall away.

    33. Awesome post Randy as usual! I actually disconnected my Twitter and FB totally forgot to do that. I like to keep them all separate. I hope more people take to this and recognize social media just connects people behind computers. That was the downfall of SpamSpace - I mean MySpace it was just so much garbage. I think as social media evolves it will evolve into an engament tool, and the others will just fall away.

    34. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.
      Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.
      Thank you,
      Debbie

    35. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.Thank you,Debbie

    36. "I will never tell you something if I  don't believe it is the best thing for your business". I heard you say this sentence(roughly) from the stage of a network marketing event. Although I had heard you speak before, it was the conviction with which you spoke that sentence that caused me to follow this blog, buy many of your products, and generally believe 100% in your integrity. So I love today's post-short, true, doable.Bootlicking aside, when you say you get 80% of your business from social media, do you mean speaking, distributors, product sales from this site, or other business entirely? If you don't mind sharing.Thank you,Debbie

    37. More information is created and stored every week then the sum of all the information ever created by mankind.  really.   Big Data and Social Business intelligence, takes the invisible conversations and sentiment and makes it VISIBLE.  It is like being Psychic.  This is the biggest thing since the printing press.
       
      really.
       
      We are social beings, the need to communicate and connect is almost inherent to our being.  Social Media (*Big Data) enables conversations in a human manner.  As Technology evolves we regress into natural human behavior.  Technology is the enabler of business not its purpose, all to often we get focused on the bells and whistles and shiny things... and forget its purpose is to enable human action.  ALL my business comes from the Social Web = the Web is Social, Synaptic and mobile.  We no longer log on or connect we are always on.  Our conversations become permanent - indexed- archived- and there for future generations.  @Randy_Gage   you hit the nail on the head.
       
      -Kevin Leversee

      1. @KevinLeversee  @Randy_Gage People call this the age of Social Media, the "Information Age", the phrase I've heard that describes or depicts this age; these "times", (I beleive) is The Age of Psychic Powers.. which  are our "Prosperity Powers" my mind tells me.
         
        These are exciting times!  It's what RG's new book is all about!

    38. More information is created and stored every week then the sum of all the information ever created by mankind.  really.   Big Data and Social Business intelligence, takes the invisible conversations and sentiment and makes it VISIBLE.  It is like being Psychic.  This is the biggest thing since the printing press.
       
      really.
       
      We are social beings, the need to communicate and connect is almost inherent to our being.  Social Media (*Big Data) enables conversations in a human manner.  As Technology evolves we regress into natural human behavior.  Technology is the enabler of business not its purpose, all to often we get focused on the bells and whistles and shiny things... and forget its purpose is to enable human action.  ALL my business comes from the Social Web = the Web is Social, Synaptic and mobile.  We no longer log on or connect we are always on.  Our conversations become permanent - indexed- archived- and there for future generations.  @Randy_Gage   you hit the nail on the head.
       
      -Kevin Leversee

    39. @David Frey - MarketingBlogger.com  being that its 2013 and the majority of all users are on some sort of social network, posts like this are many.  What I think is next David, is your ability to track conversations by GPS Location, Income, sentiment, and related topics, reply automatically or be notified of leads to your mobile 24x7 from every source that is open on the Web.  This is here now, and mostly free tools to enable.  The know how - is priceless

    40. Great posting as always. We live in a society where there is so much information shared these days. The key to social media is making sure that the information you post and share is relevant and timely to your audience. Like everything it is not about the volume of followers , it is about the quality. Your example about the florist is excellent. It demonstrates that the florist was listening and monitoring. In the real world, lots of businesses still fail to do this.

    41. Great posting as always. We live in a society where there is so much information shared these days. The key to social media is making sure that the information you post and share is relevant and timely to your audience. Like everything it is not about the volume of followers , it is about the quality. Your example about the florist is excellent. It demonstrates that the florist was listening and monitoring. In the real world, lots of businesses still fail to do this.

    42. @KevinLeversee  @Randy_Gage People call this the age of Social Media, the "Information Age", the phrase I've heard that describes or depicts this age; these "times", (I beleive) is The Age of Psychic Powers.. which  are our "Prosperity Powers" my mind tells me.
       
      These are exciting times!  It's what RG's new book is all about!

    43. @Calculated_Ind. Ty! Loved the article.Glad you did too. Randy Gage hit the nail square on the head with that one

    44. @Calculated_Ind. Ty! Loved the article.Glad you did too. Randy Gage hit the nail square on the head with that one

    45. I basically need to state I am fresh fish to blogging and destination-fabricating and actually adoreed your blog. Likely I’m prone to bookmark your locale . You doubtlessly have unbelievable writings. Respects for uncovering your blog.

    46. I basically need to state I am fresh fish to blogging and destination-fabricating and actually adoreed your blog. Likely I’m prone to bookmark your locale . You doubtlessly have unbelievable writings. Respects for uncovering your blog.

    47. Hi Randy, Our mutual friend Eileen emailed me the link to your article and I'm so glad she did. This is an excellent explanation of why social media is important and how to make it work. It echoes my own experience, which I stumbled upon intuitively. It's great to see it laid out so clearly. Anyone thinking of entering the world of social media should read this first and save themselves a lot of time and money.

    48. Hi Randy, Our mutual friend Eileen emailed me the link to your article and I'm so glad she did. This is an excellent explanation of why social media is important and how to make it work. It echoes my own experience, which I stumbled upon intuitively. It's great to see it laid out so clearly. Anyone thinking of entering the world of social media should read this first and save themselves a lot of time and money.

    49. Great information. My wife and I are fairly new to the whole Social Marketing and it is nice to get some straight forward info from someone that is having success. Thanks for your effort.
      Ron & Stephanie

    50. Great information. My wife and I are fairly new to the whole Social Marketing and it is nice to get some straight forward info from someone that is having success. Thanks for your effort.
      Ron & Stephanie

    51. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. It's mostly about value, money then come as a result.

    52. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. And being there-on FB,Twitter etc. is a must. It's mostly about value, money  comes as a result of your right social behavior, and hard work.

    53. Thank you very much,Randy, for delivering such valuable information in such a simple easy to digest way! I am new to social media, and also instinctively doing many things from your list. How? I put myself in my readers shoes. What people need? how can I help them? what best  can I give them? And I don't like automated responder as well. And it seems ridiculous to buy  followers as many suggest. We relate, communicate through social media, not trying to impress ourselves with fake numbers. OK, and market our good products having in mind people's needs. And being there-on FB,Twitter etc. is a must. It's mostly about value, money  comes as a result of your right social behavior, and hard work.

    54. I have a small therapy type service business with a tiny Facebook following, around 1,300 followers. Over the last five years I don't think anyone from Facebook ever made a purchase. My actual clients never follow me on Facebook. When I did originally try and engage people on Facebook they essentially wanted my service for free. It seemed like the barrier to entry was too low. It attracted people who were not seriously interested in working with me, but instead, wanted free help. Maybe my boundaries or ability to say no was not strong enough? Not quite sure.

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