An honest assessment.
WHAT IT DOES WELL
Reaching people who were not looking for you Showing what you do, visually Building familiarity over time Providing a route for customers to contact you Demonstrating that the business is active
WHAT IT DOES BADLY
Reaching people at the moment they want to buy. That is what search does. Producing immediate sales for most small businesses Working without sustained effort
WHAT IT COSTS
Time, consistently. That is the whole cost and it is the reason most business accounts are abandoned.
THE HONEST EXPECTATION
For most small businesses, social media supports the business rather than driving it.
Customers who already know you follow you. Strangers occasionally find you.
WHERE IT GENUINELY DRIVES SALES
Visual products: fashion, food, beauty, crafts, property.
Where the product photographs well and the audience browses for pleasure.
WHAT TO DECIDE FIRST
Whether your customers are actually there, and whether you will sustain it.
If either answer is no, spend the time elsewhere.
