I had a conversation with a client this morning that triggered this piece.
To his credit, he is what I call an 'atypical' client, in that he fully understands both the power of social media (when used correctly), and how much WORK one has to put in to gain any kind of traction in this marketing space.
Until you've done it, you don't get it, and he's done it.
On more than a few occasions, I've heard small business owners complain about the cost of hiring someone to strategize, build and run the chunk of their marketing that is social media (and let's face it; isn't it all social media by now?).
Because social media started out as something that only 'teens took part in, it was purely 'social'. So some business owners appear to be largely unaware of the impact that social media has now. They generally have no idea how muchwork it is to cut through all the white noise that's already in front of their prospective customers on Twitter, Instagram, Pinterest, etc.
Ask that business owner about buying ad space in their quickly dying local paper, and they're all about it. But talk to them about social media/digital marketing, and the objections come fast and furious.
As someone who lives in the social media space, I'm surprised by those who assume that what we do, is still purely 'social', like it's some kind of 'add on' to their already existing (or non-existent) marketing. Some even ask, "why should we pay someone to do this for us, when the tools are free, and from what we understand, can be automated?"
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