Social Media: Whose Responsibility Is It?

I talk to small business owners all the time and the one common, always present complaint is…


Is social media and marketing a top priority?

“I just don’t have enough time.”

I understand.  I don’t have enough time to do everything I should do in my small business.  But this is the nature of the beast.  It isn’t like you’re the only business owner who feels this way.

But I do a couple of things many small business owners don’t.  I prioritize and take responsibility for my business. Particularly when it comes to social media and marketing.

Marketing and Social Media Priorities?

Yes, I make the marketing of my small business my very top priority.  This means before I worry about client billing, before I check my email or get on the phone with a client and before my morning coffee gets cold, I take at least one step every day to ensure I’m marketing my business. Otherwise, I know the day will evaporate and no marketing action will have taken place.

You may think this comes easy for me since I am a marketer and have been for a long time.  But you’d be wrong.  Marketers are human and get distracted just like you do.  There are many things I’d rather do, but I know through first-hand experience,  if I don’t take the time to market my business…


This is my business and I have to take responsibility for it.  End of discussion.

No one else will do my client billing, or get my presentations together either.  But if marketing isn’t my top priority, I won’t have to worry about client billing or crafting presentations because there won’t be any business.

Oh, don’t get me wrong.  There will be plenty of people who will want to take over the marketing of my business, particularly when it comes to social media marketing.  In return they’ll want me to pay them a monthly fee.  But the problem with this scenario is they won’t really know me or my business.  They’ll just be an anonymous hired hand pretending to be me on Facebook, Twitter and Linkedin and other social media platforms and probably not doing a very good job.

I don’t offer to DO social media for business owners.  I help them with their marketing: determine their ideal audiences, their compelling messages, the online tools that will have the greatest impact.   And I coach them through the marketing and social media process until they begin to feel comfortable with driving the process themselves.  Often this is challenging because some small business owners don’t make the marketing of their business one of their top priorities.

Marketing is no different than anything else in life.  If you want a great looking body, you have  to work at it.  If you want to be healthier, you have to take action and push yourself from the table and make better eating choices.  If you want to be greener, you have to make dedicated to doing things differently.   Marketing is the same, perhaps more so with the emphasis on social media marketing where the name of the game is to be authentic, genuine and yourself.  If you want your business to succeed, you have to be willing to make marketing a top priority and you have to drive the marketing effort for your small business.

Can a stranger duplicate you? 

I don’t think so and I think you know this. So the next time someone calls and tells you they can take over the social media marketing of your business, tell them “Thanks, but no thanks.  Marketing my business is my responsibility”.  You’ll be glad you did.

Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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