Why Is Social Media So Hard?

Confused woman stares at computer.

Marketing has changed a lot in the last few decades. In fact, it's changed a lot the last few years, and if one thing about marketing is true, it's that as communication technology develops, so does marketing. If you had told store owners from the 18th century that one day they'd be able to talk about their business to hundreds of people using a machine called a radio, they likely would have laughed at you or had you taken away. Similarly, if you had told me in 2016 that Instagram would no longer be a photo app and instead the platform would primarily be video, I would have quirked my brows and said, "What? We already have YouTube, yeah?"

But that question leads perfectly into my first point. Social media is difficult because...

1. Constant Changes I'm of the Facebook generation. Okay, actually, I'm of the MySpace generation, so I was around when the idea of social media started. What I've learned growing up in a digital world and now living as a professional interacting with these online spaces is what works now isn't likely to work several years from now. Sure, there was a time Facebook was king and companies poured money into ads on the platform. While many people still use Facebook ads, they're not the one stop shop or hot topic they were before. Instead, many nonprofit leaders and business owners have turned to other platforms like Instagram, TikTok, and, yes, even to Twitter. While all social media apps have similar functions, utilizing them appropriately for your organization requires unique planning because what works on Twitter won't work on Linkedin. We're also now in the era of the influencer who arguably have more pull online than their celebrity counterparts. However, what's most frustrating about marketing is that just when you think you've got a handle on all the things, something else comes in to shake it all up.
   

2. Your Time There are only 24 hours in a day, and no, your 24 hours are not the same as Random Billionaire Person (RBP). They have multiple assistants who have their own assistants all dedicated to making RBP's life as easy as possible. Not to mention, when you run a large profitable company, you have hundreds of employees under you to catch any work you can't complete. For the rest of us, this isn't an option. Whether you're running a small business or a nonprofit startup, it's likely you're wearing many hats. Yes, you're the CEO but you're also head of operations, marketing, finances, and your own assistant. Essentially, you have multiple jobs, and it's all on you, so when do you have time to consistently update your social media? Or, better yet, when do you have time to consistently update your social media with quality content? The short answer? You don't. It's not uncommon to see small businesses or nonprofits have blogs or social media accounts that are updated infrequently or go significant periods of time without any new posts. There's a reason companies rush to hire a social media manager, even if only as a contractor when they're first getting started.
   

3. A Desire to Go Viral Simply say the word "viral," and someone nearby will likely start drooling. Going viral is what most online brands and creators want. The idea is the more eyes on your mission, the more eyes on your product, the more sales (or donations if you're in the social sector) and the more likely people are to recognize your brand. However, what people don't usually consider when it comes to virality is whether they're actually prepared for everything that comes with that amount of attention. To start, how well can your website handle a sudden onslaught of visitors? Most people don't know until they get that sudden onslaught. Also, can your payment processor handle a surge in donations? Will your staff be able to properly track and record these donations? Do you have systems in place to help them? The questions are endless but not impossible to answer, especially when you have the right support.
   

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