There are a lot of misconceptions around social media marketing. One social media marketing myth we hear all the time? That creating a Facebook profile will double your sales overnight (it won’t). Another: a few thousand Twitter followers will turn your business into a seven-figure machine (it won’t).
The Most Costly Misconception
But the most damaging social media marketing myth is that it’s free. Because signing up for Facebook, Instagram, or LinkedIn doesn’t cost anything, some assume managing these platforms doesn’t either.
That belief is wrong for at least three key reasons:
- Even “free” tools cost time. Inside a growing business, time is money – and social media takes a lot of it. Just keeping your profiles current, responding to comments, and staying active in relevant communities can eat up hours each week. That time adds up fast – and it comes straight out of your productivity and margins.
- You’ll likely need to hire a creative team. As your business grows, DIY content becomes inefficient and inconsistent. A professional team brings strategy, creativity, and consistency – so your social presence actually drives results. Yes, it’s an investment. But it’s the only way to make your content move the needle.
- Like any marketing channel, it’s about ROI. You shouldn’t focus on whether social is “free” – you should ask what return you’re getting for the time and money you put in. Is your content converting? Is it helping build your brand or generate qualified leads? If not, something’s broken.
The Right Way to Approach Social Media
So, what’s the solution to this persistent social media marketing myth?
Treat social media the same way you would any other marketing channel:
- Set a strategy.
- Hire qualified people to execute it.
- Measure everything that matters.
And most importantly – stop thinking of social as something you do on the side. It’s not a free perk. It’s a real channel with real ROI when it’s done right.
Social platforms are pay-to-play now. Reach is throttled, ads are competitive, and content must be high quality to even be seen. If you’re still treating social media like it’s free, you’re playing yesterday’s game – and falling behind.
