• Kendy John

3 Reasons Your Start-Up Doesn't Need Social Media

Yes, I know! This post will probably be damned to hell very soon by all the naysayers. Who would think that in today’s tech-savvy environment that anyone would be crazy enough to say that a business doesn’t need social media? It simply can’t be true right? Wrong?

There are many reasons your start-up may not need social media right now. I said right now. Not permanently. Even though the latter may also be true. Take the time to peruse this listicle so you can have a better understanding of where I’m going with this one.

1. You don’t have the time to manage the sites

This is a big one. If you don’t have time you need to be honest with yourself. It is better to have no social media activity than limited social media activity. So many times I have seen small businesses with social media pages that are virtually on life support. They are just doing the bare minimum to keep them breathing. This won’t do if you want people to take your business seriously. Think of a social media site in the same manner that you would your website. It is, in fact, a marketing tool.  It is a clear representation of your brand. If your social media site has limited posting activity or posts that aren’t relevant, it shows that you aren’t as serious about your brand as you portray yourself to be. This isn’t a good first impression for a new customer. If you don’t have time to manage the site and post regularly, it would be better if you devote your time to developing a superior product or service that stands out amongst the competition.

2. You don’t know how to brand your social media site

Branding is very important when managing a social media site for your business. Many businesses have become very social media savvy. If you don’t know how to incorporate the appropriate branding tools needed to make sure your business’s social media pages look professional vs. amateur, maybe you should refrain from using social media until you consult an expert. As a Strategic Communications Consultant, I help businesses understand how to integrate their brand across all marketing platforms, this includes social media. It gives your business a professional presence. This is needed if you want to be taken seriously on your social media sites. If you don’t have the resources to hire an expert or consult a marketing coach for advice then you may want to hold off until you are confident you can brand your sites effectively.

3. Your target audience doesn’t use social media

Most people don’t think about this but this is an actual reality. There are many businesses who have a target audience that they can’t target via social media. For example, years ago I was a Marketing Manager at a corporate restructuring firm. When I inquired about their social media usage I was told that they didn’t really use it because their target audience wasn’t on social media. I felt this wasn’t true initially. However, as I delved deeper I found that a good portion of their speculations were pretty accurate. They were targeting large corporations who needed to revamp their entire infrastructure. These decision makers wouldn’t readily be on social media in the manner that they were trying to target this audience. In order to target these decision makers correctly, they would have to be very savvy in their targeting. They would have to position themselves as a thought leader in this industry. In producing content that was focused on thought leadership they could then incorporate this into a broad social media strategy. This would be a non-traditional social media strategy that didn’t require posting twice a day as this audience wouldn’t be as engaged. The content would also have to be placed on the appropriate social media platforms, in order to get an inkling of ROI. Their main method of marketing was through their salespeople. This target audience was really focused on relationship selling and that’s where they invested most of their time. They were right in doing this.

Don’t force feed social media to your target audience. Instead, focus on using your time wisely and only focus on posting engaging content that is useful to your target audience. You will get more traction out of these efforts versus blindly posting out of obligation.


Kendy John is a Strategic Communications Consultant, a PR Strategist and the Editor of Chameleon Magazine Online. Kendy eats, breathes and sleeps the art of communicating the appropriate message to your target audience and is skilled in many areas of marketing and communications. Kendy is available for consulting, coaching and speaking engagements. For more information on how you can book Kendy for any of her services email her at or go to 
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