LOL! Made you look! So, I just saw a headline in my digital newsfeed asking, “Is Social Media Right for Your Business?” The source’s answer was categorically “YES!” They went on to say that every business MUST have an “online personality” represented on Facebook, Instagram, Twitter, etc. or they’ll lose to competitors who do. I immediately pondered and thought, what about the companies not using social media who win business from companies that do?

For example, I just pulled a job from a business swimming in a rich Social Media broth and gave it to one that still uses dial-up Internet on an as-needed basis. Land-line phone only. The owner is eying a nice retirement soon too. The business focuses solely on its primary expertise and it stays very busy all the time. For good reasons, some businesses don’t want social media and don’t need it, at least for now.

Despite what you may hear from some marketers out there (who sell social media services), having an “online personality” on Facebook, Instagram, Twitter or any other platform is not a marketing necessity today. You may choose to position your brand in a manner that works better in other media, such as your own great website, channel partners or a strong trade presence. Maybe a top-notch personal selling organization drives your growth. In that case, I do recommend a quality LinkedIn profile for commercial real estate pros.

The truth is, your customers find you and come to you primarily through channels other than social media. It doesn’t make sense to spend a lot of time posting a bunch of quality content on social media unless you pay for people to see it, and have a strong value proposition, just like any other advertising. Then you may gain sales opportunities from the added brand impressions. You know the advertisers courting you on Facebook if you spend any time there. They’re paying and you’re noticing.

So, unless you plan on budgeting for advertising, think of social media as a sidebar in your overall branding and public relations efforts. You want to keep an eye on it and pay to boost it when you need to see results from it.

Chuck Sink is the owner of Chuck Sink Link, Contoocook, NH.