Social media chaos – social media needs better business context to maximize value

In a recently published article, Tara Deschamps from The Canadian Press discusses the importance of diversification within social media and the critical need for businesses to protect themselves from potential digital channel disruptions. Deschamps highlights the recent tumultuous events surrounding platforms like TikTok and Meta, underscoring how these instances serve as stark reminders for Canadian businesses. Relying solely on one digital channel can leave businesses vulnerable to major issues that can suddenly arise.

Selling businesses short

While the article addresses the digital landscape’s volatility, it falls short by not thoroughly emphasizing the broader business and marketing strategies needed to navigate these challenges effectively. A quote from a business owner stating, “I’m just going to keep posting and hoping for the best,” encapsulates a reactive rather than proactive approach, and one that could easily lead to failure.

The core question here is: Where is the strategic foresight? In a business environment where social and digital changes occur at lightning speed, a myopic focus on a single channel is folly. It sets businesses up for potential failure if their “bet on social” goes awry.

Understanding the Bigger Picture

Success in the digital age requires a well-rounded strategy that considers not just the immediate digital trends but also the broader marketing ecosystem. Businesses must diversify their media channels to include a mix of social media platforms, traditional media, and other digital avenues. This multi-channel approach ensures that companies are not overly reliant on any single platform and can mitigate risks more effectively. In addition, the use of media is not the only choice available to marketers – there are a multitude of other tactics that can and should be considered at the same time.

Strategic Planning and Execution

Business owners and executives need to hear the comprehensive story of what it takes for sustained success. It’s not enough to address isolated issues or points in time; there must be a continuous evaluation and adaptation of broader strategies. This means investing in market research, understanding customer behaviors across various platforms, having a range of (social and other) options to consider and being agile enough to pivot when necessary.

In conclusion, while addressing specific challenges within the digital landscape is crucial, it’s imperative to place these discussions within the context of an overarching business and marketing strategy, not only a digital strategy. Only then can businesses truly navigate the complexities of the digital age and achieve lasting success.

It’s time for  our journalists to start helping our business owners out with this broader approach.

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I’d love to hear what others think… Read the full Social Media Chaos article here