Most Companies are Clueless
About Social Media
By Nick Usborne

Yesterday we looked at some of the statistics surrounding the growth of social media marketing.

It’s clear that companies are putting more and more of their marketing budgets into social media.

But here’s the next big thing you need to understand …

The growth in social media is far outstripping companies’ ability to keep up.

As I mentioned yesterday, there are over 7 million small, medium and large-sized companies in the U.S. alone. All of them are facing a dramatic and unwelcome change in how they manage their marketing.

I say unwelcome, because companies are not very good at changing their ways. Particularly when they have to turn on a dime and change decades of marketing habits within a few short years.

As a result, the majority of companies are not handling social media well.

According to eMarketer …

“Only a quarter of all U.S. small businesses (20-99 employees) and a third of midsized companies say they use social media ‘to engage with customers and prospects in a strategic and structured way.’ Another 20% of both groups say they use social media, but in an ad hoc manner.”

Get the picture? The majority of companies in North America are using social media in an ad hoc, unstructured way.

Worse still, most companies don’t even “get” what social media is really about.

They just throw up a Facebook page, a Twitter profile and a YouTube channel and then start posting thinly disguised promotions as quickly as they can.


Social media is not just another broadcast channel through which companies can advertise their products and services.

For social media marketing to actually work, it needs to be SOCIAL. That means sharing interesting information, listening to your followers and entering into conversations with your prospects and customers.

At this point, most companies throw up their hands in despair. Because, in the history of their marketing department, nobody has ever suggested getting into real conversations with their customers. They just don’t know how to do it.

And this is where you come in.

As an online writer or copywriter, you’re already trained in the craft of listening to your customers and writing in a conversational and accessible way. And, of course, you know how to be persuasive.

That skillset is the missing link in the social media marketing chain.

Companies know how to handle the technology side. With social media, the technology is a piece of cake.

But they DON’T know how to create social media content that truly engages their audience.

I’m going to repeat myself here. But it’s so important you understand and internalize this point …

Your core skillset – as a writer – is precisely the part of the social media equation that companies are missing.

This means that with a little training you can leverage your writing skills and demonstrate huge value in the eyes of millions of companies that are trying to get it right with social media marketing, but failing.

“But Nick,” you might say. “These companies all have social media experts on staff. They have no use for freelancers.”

Not true.

According to, about 50% of all companies outsource their social media work. That means millions of companies are looking for freelance social media experts to help them out.

And you could be one of them.

In tomorrow’s article, we’ll look at just some of the ways you can make yourself irresistibly attractive as a social media writer and strategist.

Make Money as a Social Media Marketing Expert

How to Make Money as a Social Media Marketing Expert

Everything you need to know to become a social media marketing expert, as well as four different ways to make money using that expertise. Learn More »

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Published: April 22, 2014

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