Are You Putting All Your Promotional Eggs in One Basket?

How do you communicate with your target audience? Do you engage them online and offline? Do you have a communication strategy?

In today’s digital world, we frequently talk to clients who rely solely on social media to reach and communicate with their target audience. It’s all about YouTube, Facebook, LinkedIn, Twitter and Instagram. The problem with relying only on social media to reach your target audience is that you are putting all your proverbial eggs in one basket.

Recently, we came across articles in MarketWatch and on  about the actress Selena Gomez, who while at the Cannes Film Festival, went on a rant about how “social media has been terrible” for millennials. What is interesting to note, is that Ms. Gomez with over 150 million followers, is the third most popular person on Instagram.

It is becoming common to hear about people who have implemented social media detoxes into their daily routines. An entire category has been created just by people publishing books that detail their journeys to “cut the social media cord.” It’s actually fascinating to watch this phenomenon.

Here at Strategic Tactics Consulting Group, LLC (STCG), we like to monitor trends. What we are seeing in social media right now is downright frightening. We’ve always advocated that social media be a part of a communication strategy, but never the sole method for reaching your audience. Our belief in this philosophy has never been greater.

These are the 10 most disturbing trends currently seen in social media: 

1. Followers appear to just drop off with no reason or explanation.

2. Serious mental health issues up to and including depression, mania, and what we will call “narcissism run amok.”

3. The inability of young adults to have a conversation and look you in the eye. 

4. FOMO which is also known as fear of missing out.

5. Ridiculous marketing campaigns where you spend a fortune paying for social media advertising without ever converting anyone into a sale. (Side note: we have a major problem with this type of advertising and would be happy to explain our position. Contact us today at to learn more).

6. Shadow banning.

7. Excessive vitriol. 

8. Lack of civility. 

9. The death knell of independent thought. 

10. Social media companies acting as free speech police. We don’t care what your personal politics are. What we are seeing in terms of people being banned on social platforms, is akin to the book burning that took place in 1930’s Germany.

And, it’s not just those stoking controversy that are having issues with social media platforms. 

Recently, I was talking to another business consultant about some of the content we have produced here at STCG and at The Reputation Factory, which I always share on my LinkedIn page. We have been connected forever, but none of my posts ever appear in her feed and vice a versa. 

The point of this blog is not to bash social media as all bad. There are some good things.

  • By implementing a social media strategy, you can get your business message out to the world.
  • Sharing your content on social media doesn’t cost a thing.
  • You can access a worldwide audience for your products or services.
  • Exposure to knowledge. 
  • Connections. Social media allows people to connect with others with similar interests, or situations.

This is why we recommend social media as one piece of an integrated promotional strategy. The keyword here is “integrated.”

There are multiple ways that any business can integrate their marketing. A few examples include:

  • Email marketing
  • Direct mail
  • Public relations
  • Both traditional and digital advertising
  • Events

So, what’s the point? Social media companies change their algorithms the way most people change their socks. If you want to increase your marketing base and the ways that you interact with your audience, then the best option is to diversify your marketing strategy.

Interested in learning more about how to make your marketing work for your business? Contact us today at to learn more!

© 2019, Angela M. Insalaco. All rights reserved.