Out of 10, how would you rate your business commitment to Social Media?

1 = Commitment? It just looks after itself, doesn’t it?
10 = I’m all across it. On to it, hourly!

After selecting which social media channels best suit your business, it’s time to look seriously at your commitment. Social Media is not ‘just a campaign’ with a splurge of activity for a week or a month, it is a commitment that takes time, resource and consideration.

Let’s quickly touch on budget, resource, content and buy-in.


While you can set up a social media account in minutes for ‘free’, don’t be under any false illusion that what follows is too. Social media for business takes budget.

Resource, content and marketing spend may combine into a sizeable chunk if you fully make use of Social Media functions, which are ultimately required to reach your potential audience.


Social Media for business is not a ‘sometimes’ job that one thinks of every once in a while. It takes a commitment of time, research, content planning, activation, engagement, analysis and reporting.

Larger businesses have social media teams, a subset of marketing and communication teams. Smaller businesses may have a role dedicated to social media, while others often squeeze the responsibilities into an existing role.

Unfortunately, with little time allocation, or the wrong person in the job, the more short-cuts are taken. Short cuts can have detrimental results with planning, building online relationships and the importance of measuring social success!

If you need assistance with resource, just give me a yell.


Before creating content, you need to know your audience. Who are they, what are their painpoints, where do they hang out, what do they like/share/purchase?

Your content will then be created based on your findings. It takes commitment to continually create meaningful content for your audience.

You need to plan ahead, weeks and sometimes months ahead. Crossing your fingers and posting ‘Happy Wednesday’ just won’t cut the mustard.

Using your own image library (your own digital assets) is best, if you have a robust selection of quality images. If you don’t have a stash to support your content, you’ll need to create them: video, still photography, stock images, illustrations, animations and bespoke graphics.

Buy In

By this, I mean someone who can sponsor the concept that Social Media is an essential part in the overall marketing mix. Whether it is you making the decisions, or a manager, understanding the importance of Social Media in the overall marketing mix is key. This will assist with budget and resource.

Many CEOs and senior managers that I speak with have a limited knowledge of social media. They may undervalue social media because there are no facts and figures to presume otherwise. It’s a chicken and egg scenario.

If you need to convince your board, leadership committee, manager or even yourself of the importance of social media for business, give me a call!

  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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