Why You Don’t Need Social Media to Be Successful

Written by Elaine Kapogines

I have a question for you: What would happen to your business if all forms of social media just vanished tomorrow? Think about it for a second. 

Most entrepreneurs solidly fall into one of two categories:

1) the All-Eggs-One-Basket strategy, or

2) the So-Much-Time-So-Little-Results strategy

If you fall into the first category, the idea of social media disappearing could send you into a full-blown panic attack. If you’re in category number two, I can hear the audible sigh of relief from here.

What I’m going to say next, may shock you: You don’t need social media to be successful!

Social media networks are tools. Imagine your marketing strategy is a toolbox. Inside a regular toolbox is a variety of tools, all for different uses. Sometimes you need a hammer, sometimes you need a chisel. Your marketing toolbox should be the same — filled with different tools ready to be used for different reasons, or set aside if it’s not adding value to your project.

This is particularly true for regional service providers. Social media has a global reach, so if you’re looking to book people who are going to walk through your door, launching into an extensive Instagram campaign may not be the way you want to go. However, if you’re looking to gain brand awareness and recognition on a broad scale, then social media may be a great tool — ultimately it comes down to being really tapped into your big picture goals.

As we’re heading into the last quarter of the year, now may be a great time to take a step back and look at your social media strategy, asking yourself some critical questions:

  • Is your investment (time, energy, and monetary) yielding positive returns?
  • Is your social media strategy aligned with your big picture goals?
  • Are you relying too much on social media to drive growth?
  • Are there any other marketing tools you should consider that may be more aligned with your business?
  • Is your social network helping you to reach your growth milestones?

Take some time to really think about your answers, and try using one one or more questions as a journal prompt.

Depending on the answers to these questions, it might be time to rethink your strategy and explore other opportunities outside the realm of social media. 

I’m not hatin’ on social — it can be a very, very effective for some businesses! I just don’t want you to fall into the trap of believing that it’s the right strategy for every entrepreneur on the planet.


Elaine Kapogines has been working in media for nearly two decades. After earning a post-graduate diploma in Print and Broadcast Journalism, she began her career as a reporter and photographer for a small-town newspaper before specializing in Business and Law. She worked in senior editorial roles for Thomson Reuters and LexisNexis, before becoming the associate publisher of a custom content firm. In 2014, Elaine launched The Holistic Parent, a natural health and wellness magazine. Five successful years later, Elaine shifted her focus to become a PR strategist, media educator and speaker. She currently owns Pitch Class and Wiltshire Media.

A version of this article was previously published at wiltshiremedia.ca


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