We hear this question a lot: “Do you do social media?”
It’s kind of like asking, “Do you do marketing?”
Yes. We do social media. But not the way most people think.
Social media is a complex mix of strategy, branding, creative development, audience research, and platform management. It’s not just logging into Facebook and posting a meme once a week. It’s not throwing up a few holiday graphics and hoping the likes turn into leads. And it’s definitely not a magic lever you pull to make sales happen overnight.
Let’s be honest: for most businesses, social media isn’t a lead-generation machine. It’s a long-game branding tool. And if you’re expecting fast ROI or a sudden spike in conversions, you’re probably going to be disappointed.
The Harsh Truth About Social Media ROI
We’ve been tracking this closely for years, across all kinds of businesses, industries, and campaigns. The pattern is clear: social media traffic is almost always the worst-performing channel in Google Analytics.
It brings high volume.
Low engagement.
And almost no conversions.
Yes, it can drive traffic. But when you look closer, that traffic rarely sticks. It bounces. It skims. It forgets. It doesn’t convert.
That doesn’t mean social media is useless. It just means you have to understand what it’s actually for and build a strategy around that reality.
Social Media Is Branding. Not Demand Gen.
Unless you’re a direct-to-consumer brand selling a $25 face cream, a trendy t-shirt, or a gadget that solves a very specific daily annoyance, social media is not going to drive immediate sales. That’s not what it’s built for.
Social media is where people get to know your brand, not where they make final purchase decisions.
It’s about visibility. Familiarity. Personality. Trust.
People scroll. They observe. They build impressions over time. They might not click today, or even this week, but when they do need what you offer, your brand will be one they remember.
That’s the power of social. But it takes time, consistency, and intention.
It’s Not Just Facebook Anymore
Social media today is a sprawling ecosystem. If you’re only thinking about Facebook, Instagram, and LinkedIn, you’re missing the full picture.
Social Media includes:
- X (formerly Twitter)
- TikTok
- YouTube
- Threads
- Quora
- Discord
- And whatever pops up next quarter
Each platform has its own voice, audience, content expectations, and pacing. What works on Instagram stories won’t work in a Reddit thread. What plays well on LinkedIn may fall flat on TikTok. You can’t just copy-paste content across platforms and expect traction.
The platform you choose has to match your business goals, your audience, and your bandwidth. Otherwise, you’re wasting time and money chasing impressions that will never turn into anything meaningful.
Social Media Requires Strategy. And Budget.
Here’s what most businesses overlook: social media isn’t free.
Even organic posting requires:
- A content calendar
- A clear brand voice
- Photos and video assets
- Captions and calls to action
- Regular posting and engagement
- Time to respond to comments and messages
- And someone to actually manage all of it
If you’re doing paid social advertising, add even more to the list:
- Audience targeting
- Creative testing
- Landing page alignment
- Tracking setup
- And budget management
That adds up fast. And if you’re expecting a quick return without putting in the strategy, time, or money, you’re going to be frustrated.
So… Why Bother?
Because your audience is on social media. They may not convert there. But they will look you up there. They’ll check your posts. They’ll judge your credibility. They’ll form opinions based on your presence.
A dead social feed is the new version of a broken website. It tells people you’re either out of business or too small to keep up.
Done right, social media builds trust, adds depth to your brand, and makes your business more approachable. But it has to be approached with the right mindset.
It’s not about going viral. It’s about being visible, consistent, and clear about who you are and what you do.
So… Do You Do Social Media?
Remember this.
When someone asks us, “Do you do social media?”
Our response is usually, “Yes. But why don’t you do it yourself?”
Most agencies will jump at the chance to sell you a package full of boosted posts, canned content, and empty impressions. Not us.
We start by asking whether social media even makes sense for your business. Because if your idea of social is posting updates and throwing a few dollars behind them every week, you’re probably better off hiring an intern and saving the budget.
But if social media supports a larger brand strategy to build trust, establish credibility, or engage a real audience, then yes, we’ll help you do it right.
That means no shortcuts. High-quality creative. Platform-specific strategy. And the tools to actually get something out of your investment.
Want a Social Strategy That Makes Sense?
We help businesses choose the right platforms, plan with purpose, and show up in ways that actually support their goals. No hype. No fluff. Just smart strategy tailored to who you are and what you’re trying to achieve.
Contact us today, and let’s talk about how social media fits into the bigger picture of your marketing.