Should You “Dabble” in Social Media?

A smart marketing friend and I have had a few discussions revolving around the question:Dabble in Social media

What is the proper response time for Social Media complaints?

He has stated a few times (and I’m paraphrasing here, because he is fully capable of making his own argument) that our expectations are too high; we, as in the social junkies, expect responses within hours if not minutes.  There are situations that are too complex, and companies that are too busy, to fix a problem or get an answer to you in a matter of hours.

I agree wholeheartedly with that thought process: some problems are complex and require time to sort out.    However, I do not think there is an acceptable excuse for not RESPONDING quickly, as in within hours. His question for me then was “‘What if company x is just dabbling in Social Media.’

I had to think on that one.

OK, I’ve thought.  Here’s my answer:

You should not dabble in Social Media.

I understand that not every small business owner is internet or tech savvy; some of us are just too busy getting work done to maintain a Small Business Facebook Page or Twitter account and respond within hours.  If that describes your business approach to social media, my advice is: get off of the social networks.

Here’s why: having a Social Profile means that your social savvy customers will find you there, and when they do, they’ll expect you to use it as a channel of communication.  If you are only going to check it infrequently, you are opening yourself up to unintentionally disappointing your customers who reach out to you via your page or profile.  It’s like setting up a voice mail at your business and only checking it weekly.

Do I think really Small Business should abandon social marketing? Absolutely not. But if you can’t commit to checking your social pages and profiles at least a couple of times a day, then perhaps you should rethink your social existence.  It is supposed to be a 2 way conversation, and if you’re not listening and responding, they’ll stop wanting to talk to you at all.