As powerful as social media is when it comes to helping you raise brand awareness, engage followers and prospects, and even grow revenue over time, it doesn’t work for everyone.

Yes, we just spoke sacrilege. But it’s true: engaging in social media doesn’t always mean you’re going to see an increase in sales or number of clients.

You can be doing everything right. But even doing something perfectly doesn’t guarantee success.

Read below for some reasons social media may not work for your business.

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Sometimes social media marketing is a thumbs down when it comes to improving revenue for small businesses.

Social media done right should take up at least 1-5 hours a week of someone’s time for your small to medium-sized business. Or it takes money (if you outsource the task to a outsourced social media manager or management company).

If you’re a small business owner, do you really have the time to spend on making sure social media works? Does someone on your staff? Do you have the time to constantly keep up on changes in strategies that work and strategies that don’t?

We argue that you don’t: time you spend on your social media marketing efforts takes time away from improving your core business. Money spent on outsourcing your social media management is money taken away from improving your core business.

For example, instead of spending five hours a week on social media, what if you put that five hours towards training your sales people on better sales tactics, or your customer service folks on troubleshooting customer service issues, etc.?

In addition, likes, followers, page views, and shares mean little when it comes to revenue. Sure, you have more followers and people say they love your products or services. But have you seen an increase in revenue that justifies the amount of time and/or money you’ve been spending on social media marketing? Have you?

Take a real hard look at the data: where do most of your clients come from? From referrals via your networking groups? From cold calls? From direct mail? From the Yellow Pages?

If, for example, the vast majority of your clients are coming from networking groups, perhaps – and this is a radical thought today – it may be better to take four or even 4.5 hours each week of the time you now spend on social media and attend more networking events. How much do you think your business would grow if you dedicated the amount of effort and focus used on social media on a marketing tactic from which you are already receiving a good deal of new business? Wouldn’t that be a better use of your time, providing a better ROI than spending several hours a week figuring out how to engage and grow your social media followers?

It’s something to think about.