Small business owners are constantly bombarded with messages telling them what they must do to be successful. These days, the drumbeat sounds like this: “You’ve got to be on social media.” Just like in the early 2000s when every business was told they needed a website—even if they didn’t know why—they’re now being told they need a presence on Facebook, Instagram, TikTok, LinkedIn, or whatever platform is trending this week.
But here’s the question every entrepreneur should be asking: “What exactly is this doing for my business?”
Back when the web was shiny and new, many business owners rushed to get a website just to check a box. Some learned basic HTML and others paid a friend’s kid to put up a static “digital brochure.” But for most, the return on investment was negligible. Why? Because they never defined a purpose for the site. It wasn’t working for them—it was just sitting there.
The same thing is happening with social media.
What’s the ROI of Being Social?
Creating a business page on Facebook or opening an Instagram account is easy. But if you’re not clear on what those pages are supposed to accomplish, they become just another digital distraction—or worse, a money pit. Promoted posts, boosted content, social media consultants—it adds up fast.
Social media can be a powerful tool, but only when it serves a specific function in your business strategy. That function might be:
Driving qualified traffic to your website
Demonstrating subject matter authority
Building social proof through customer testimonials and shares
Creating top-of-mind awareness with your audience
Making warm introductions via shared connections
Notice what’s not on this list: “Posting because you’re supposed to.”
If you don’t know what outcome you want, your efforts will likely fail to deliver. That’s not a problem with social media—it’s a problem with strategy.
Social Media Should Leverage Relationships, Not Replace Them
Social media isn’t just about broadcasting your latest coupon or sale. Its real strength lies in the power of networks. It allows your customers to share your story for you—to recommend your services to their friends, comment on your expertise, or reinforce your brand credibility.
Think of it as an amplifier. But amplifiers don’t make music—they just make louder whatever signal they receive. If your message isn’t clear or relevant, being louder won’t help.
If your goal is to position yourself as a trusted expert in your field, your social presence might include posts that educate, solve common problems, or share useful insights. If your goal is word-of-mouth marketing, then customer-generated content, reviews, and shares become your best assets.
But those goals need to be defined before you start posting. Otherwise, it’s like buying radio ads with no idea what to say.
Another myth small business owners fall for is the belief that they need to be on every social media platform. This is not only exhausting—it’s counterproductive.
The truth is, your ideal customer probably hangs out in one or two places. Maybe that’s Facebook. Maybe it’s YouTube. Maybe it’s Reddit or LinkedIn. If your audience is Gen Z, it might be TikTok. But chances are they aren’t all active in every channel. Pick the platform that best aligns with your goals and customer behavior, and go deep there.
Posting just to keep up appearances is like attending a networking event but never speaking to anyone. It might look good from the outside, but it won’t move the needle.
Think Function First
A social media presence should support your business model—not distract from it. Ask yourself:
Is this helping me reduce friction in the customer journey?
Is this increasing customer engagement or loyalty?
Is this attracting the right kind of attention to my offer?
If you can’t answer “yes” to at least one of those, it may be time to re-evaluate your social strategy—or whether you need one at all.
Social media can be a powerful tool when used intentionally. But when treated as just another checkbox on a digital marketing list, it can quickly become a time and money sink with no measurable return.
Is your social media strategy aligned with clear business objectives—or are you just checking a box?
