If you’re looking for a quick fix, a magic bullet or a shortcut to success, you won’t find one in social media. Social media doesn’t change reality–it merely amplifies reality.
Think of a literal amplifier: what does it do? If a great guitar player plugs into an amplifier, it allows more people to hear how great he or she is. Does that change for shitty guitar players? Nope. If they plug into the same amplifier, it merely lets more people hear how bad they are.
Social media works the same way. If you have a great product or service, and the real-world conversation is about how great you are, then social media will absolutely help more people learn about what you have to offer. But if your product or service sucks, social media will simply amplify the conversation about how bad you are. The same holds true if there’s no conversation about you in the real world. Zero amplified still equals zero.
Social media is one of the best tools out there for great brands, products and services. In this environment, the best stuff wins. If that’s not you, proceed with caution. Or better yet, spend your time getting it right in the real world instead of hoping that social media will be the answer to your problems.