Why Your Speedy Social Media Marketing Doesn’t Work


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bigstock Danger Word On Speedometer 8176346 300x266 Why Your Speedy Social Media Marketing Doesnt WorkSpeed.  Is that what you’re looking for with your social media marketing strategy?

WARNING: This post will be somewhat of a rant.

It seems everybody is hocking the fastest, quickest way to get your social media marketing done.  When did “easy and swift” become associated with marketing?

The latest ploy I saw was an ad that said they could teach you how to get it all done in 7 minutes a day.  Yep. 7 minutes.  Wham-bam-thank-you-ma’am.

Let’s get real.

There’s no doubt that you can load up plenty of tweets, status updates and such through third party apps like HootSuite or SocialOomph.  I use them myself to monitor at a glance all my social networks. Also for content distribution.

But, here’s what’s happening . . .

The third party apps are also scheduling tools.  So yes, it’s possible to schedule a whole month’s worth of updates.  You CAN blast those out to the masses while you do something else.  But, guess what?  People are on to you.  They recognize when it’s coming from a third party app and guess what?  Many don’t want to play.

Here’s the shocker.

The best marketing has always been relational.

Feel free to read that again.

Social media is simply the new platform.

You just can’t fake it.  Think of it like this:  Would you pay attention to a constant recording of a conversation?  Probably not.  And if that conversation was one-sided?  Definitely not.

Can we step back?

I understand all the new kids on the block thinking quick and easy means better, but it just doesn’t. Marketing is marketing.  There needs to be a goal, a strategy, implementation, and measurement of results.  Just because you can chat it up on Twitter or know how to load up a third party app, doesn’t make you a marketing expert.

That actually takes time, patience, and building a relationship with your audience.

I don’t know about you, but I can’t do that in 7 minutes a day. Or 14.

Here’s another tidbit.

Most people are basically smart.  At least to the point of realizing when they are being talked at by someone who isn’t present or talked to and with by someone who is.

Real world experience . . .

Blasting my audience didn’t build my business.  Being accessible and keeping the conversation going has. Having a marketing strategy that includes responding to tweets, answering blog comments, being available to my Facebook group, returning phone calls, etc. has been the key.  Book deals, speaking gigs, coaching clients, and JV partners have been the result of  putting the time and energy into my social media marketing.

I call it simply showing up.

Don’t take my word for it.

This weekend, I read Randy Gage’s newest book,  Risky is the New Safe.  He is one of the leading thought leaders on the planet when it comes to success and prosperity.  And, yes, I think this particular book should be required reading for all entrepreneurs.  That’s another blog post icon smile Why Your Speedy Social Media Marketing Doesnt Work

Among the interesting things he admitted was the fact that he spent about 2 hours per day on social media.  2 hours.  Randy Gage.

Let that sink in . . .

Decide what you want.

Do you want to play big?  Then you have to show up.  In person means in person.  The people telling you they can teach you how to “do” social media marketing in 7 minutes a day, aren’t the Randy Gage‘s of the world.  We can all take a lesson.




 Why Your Speedy Social Media Marketing Doesnt Work

Martha Giffen

Martha Giffen is a Small Business and Social Media Consultant, Coach, Trainer, and Speaker. The author of 3 best-selling books, including "Be Social Be Rich," she is an Online Marketing authority and teaches Small Biz Owners how to achieve massive profitable success. And, -she dishes it all out with a warm southern flare!

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{ 76 comments… read them below or add one }

Fatima@california massage schools November 30, 2012 at 11:10 am

This is indeed an insight into why the speedy social media doesn’t seem to work at times.


Debra Jason November 26, 2012 at 10:47 pm

Martha, thanks for being “real.” I haven’t seen the 7 minute “spiel,” but I have heard the 10 minute one. Not once have I been able to do my social media marketing in 10 minutes. Oh sure, post one update and leave, I can do that. However, as you said, it’s about building relationships so I always have to check in and respond to those who have been kind enough to interact (on FB, LinkedIn or Twitter) and that takes more than 10 minutes a day.
Appreciate your post. Thanks. ~Debra
Debra Jason recently posted..3 Facebook Tips for Creating Massive Engagement


Martha November 27, 2012 at 6:54 pm

Thanks so much for your input Debra! Keeping it “real” is what I do best :)
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Melody November 25, 2012 at 9:46 pm

Amen to that! I prefer real and organic twitter experiences which means that also tweets will come out in a flurry! In real life you have a conversation now, and you don’t say one sentence, then pause for 45 minutes, and one more sentence. I know people who don’t like a flurry of tweets and a break, but it’s a sign of being real.

But you perhaps have proven that you can learn social media in 7 minutes. ;) Read this article by Martha!
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Martha November 26, 2012 at 11:13 am

Haha! Great way to look at it. Of course, we can’t conduct a conversation with 45 minute breaks between sentences. Love that!
Martha recently posted..Online Social Influence Has Gone Crazy


Dawud Miracle, Web Business Without the Overwhelm November 20, 2012 at 2:31 am

It all depends on your business goals, doesn’t it?

Automation can be really helpful. It can also open the door to more visibility and greater reach – especially at times that you’re not online. I think of Twitter primarily when I think of automation.

But to what ends do we automate? Is it just to push content and convert people on landing page? If so, it doesn’t really work all that well.

But if your end game is to engage in conversation and build relationships as you develop a following for your business, that’s a whole different thing. The word I find most important, and often most missed, in understanding how to use social media for marketing is the ‘social’ part. It’s not ‘push’ meda or ‘sales’ media. It’s ‘social’ media. And from how I read the social it means connecting with others around a common interest. I think this is the most effective way to use social media.

With that said, there’s no ‘right or wrong’ (lots of quotes tonight for some reason) in how to use social media. Do what works. Everyone has a different approach and we should all find the approach that works best fo each of us. I know what’s worked for me and my clients. But that doesn’t it make it the only way.
Dawud Miracle, Web Business Without the Overwhelm recently posted..Hate Selling? Well, You’re Doing It All The Time


Martha November 26, 2012 at 11:12 am

You said a mouthful there! Of course, do what works best for YOU. But, if the goal is to pull more people into your sales funnel or to increase your client base, total automation will never work. Thanks so much for stopping by!
Martha recently posted..7 Effective Ways to Grow Your Online Business


Dawud Miracle, Web Business Without the Overwhelm November 26, 2012 at 10:51 pm

Actually total automation does work – in the internet marketing space. It works very well.

Where total automation can’t work is in both social media and marketing service businesses. And the reason is simple – people want to connect with you. They want to get to know you. They want to build a relationship with you. That’s how service-based businesses build their client base – through relationships. And relationships can be somewhat maintained through automation. But they can’t be fully. And that’s the point of why automation should be used where it can service both your business goals AND your audience’s wants, needs and expectations.
Dawud Miracle, Web Business Without the Overwhelm recently posted..Hate Selling? Well, You’re Doing It All The Time


Martha November 27, 2012 at 6:52 pm

I guess we’re going to have to agree to disagree! I don’t see total automation of social platforms working in the internet marketing space either . . .


Dawud Miracle February 14, 2013 at 2:12 am

Was just pinged on this post and so I’ll leave one more piece to the conversation.

When I say ‘internet marketing’ I’m not talking about marketing on the internet or using the web to market your business. What I’m talking about as a specific discipline…and subset of marketing online. I’m talking about the techniques used to sell products and courses that you’ll find in places like the Warrior Forum. Not saying they’re bad or wrong. Just stating that there is more than one perspective of online marketing.

Internet marketing, for me, speaks to a very specific set of tactics. And most of those tactics simply don’t work for service providers. They work great for selling products. Not great at selling services.

That’s where I’m saying that automation isn’t going to work for service-based businesses. The basic reason is that you want a relationship with your service provider – be it a coach, consultant, plumber, mechanic or dentist. And automation may work once the relationship is established. But full automation doesn’t build relationships.
Dawud Miracle recently posted..8 Common & Critical Small Business Website Mistakes You Don’t Want to Make

Adrienne November 19, 2012 at 6:46 pm

Well you know I agree with this Martha. I think a lot of people continue to forget what social media really mean. You know, the word “social”.

Relationship marketing is the only way to go and I can see why Randy spends about 2 hours a day doing that. I’d love to know that they have you do for just the 7 minutes a day. You’re probably right, it’s loading up your automatic posts. Yeah, like that’s really going to work.

Thanks for bringing this to our attention. A much needed wake up call!

Enjoy your week Martha.

Adrienne recently posted..Has Your Minnow Gone Lost In The Sea Of Internet Marketers?


Martha November 26, 2012 at 11:10 am

Appreciate your comments, Adrienne. Have an awesome day!
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Ashley Porter November 19, 2012 at 12:39 am

Hey Martha, I am glad you shared this blog post because I agree that completely removing the personal touch can in fact alienate once discovering that ALL communication is automated. Yet there is a balance because there are some things that systems can do to save us time.

Well looking forward to your next one!

Ashley Porter recently posted..Blogging For Profit [Part 1]


Robin Strohmaier November 16, 2012 at 11:36 pm

Excellent post, Martha! I, too, have read offers from companies and/or individuals that will teach you to “do” social media marketing in __ minutes a day. It is sad that some are actually taken in by the offers. The know, like and trust factors take time and there are no quick fixes for developing relationships. Thank you for telling it like it is!
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Martha November 26, 2012 at 11:09 am

My best students learn how to use the platforms, then focus on their target markets for a couple of hours a day. THEY are seeing results!
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Adri November 16, 2012 at 10:19 am

I totally agree, and what else could I say, just a quote from my favorite Guns and Roses song, sometimes we just need some patience :)
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Martha November 26, 2012 at 11:08 am

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Katrina Moody November 16, 2012 at 6:59 am

Great post Martha —

I think it’s great to make use of some of thse *tools* available to help with social media management … but that’s what they are – tools. You can’t substitute the human being at the end of the equation doing the engaging – people aren’t stupid! They can totally tell the difference!
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Martha November 26, 2012 at 11:07 am

That’s the thing, Katrina. People CAN tell the difference. Social media managers are starting to learn that ;)
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