The cost of social media

Dan Thornton | May 31, 2008

When you’re looking at why companies might be reluctant to use social media and blogs properly, and why measurement is so important, it’s important to remember there’s a very real cost involved to them.

It’s something I’m acutely aware of, both in my professional role, and particularly in my personal life at the moment. My blogging and use of social networks has definitely been affected by my other commitments, whether it’s doing work on our house, sorting the bills, fixing the cars, or taking care of our pets. And the biggest commitment is to our baby son,  which has had a big effect on how I can justify spending time online.

And in my professional role, I’m very aware that although implementing social media work has no direct financial cost, it has a real cost in terms of allocating time and resource.

Just as I wouldn’t expect to pay for something I didn’t receive, it’s unreasonable to expect a company to pay for for staff, and all the additional costs (office space, broadband, etc, etc,) to pursue social media engagement without them receiving a return which exceeds that value (increase in sales, website traffic etc). That’s where planning, measurement, and being realistic all come into play…

(And even this post has taken twice as long as it used to, due to my son needing attention!)

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  • Really interesting comments.

    From a business perspective, it's important to keep all these costs in mind. Even if the CEO doesn't get social media and communities online - they always get costs!

    And I like the diary idea...will try and think how I can do it effectively.

    I think it's interesting to see how Gen X and Y differ, but with the knowledge there will be pensioners who are social addicts, and Gen Y members who hate Facebook! But I'm always amazed and interested when I hear/see evidence of exactly how far younger people can split their attention at any one time - particularly when people used to be amazed I could be on a website, on IM and listening to music at the same time just a few years ago!
  • i think we should also be looking at maintaining and interacting as costs. I realise that it is actually the costs involving people and time. because it is not about one time involvement... it is constantly being involved with the process of communicating!! It is hard work!! :-)
  • Jo
    And I have remembered the third point I wanted to make.

    Social media is often viewed as competition to other forms of communication. I have been wondering about this. Maz Hardey eloquently makes the point that for Gen Y social media is integral to their lives. Yet at times like Xmas, blogs die.

    I am more and more persuaded that social media is simply a mirror of our lives. And little boys don't use social media . .

    I think the essence of being a new dad is that you are learning a whole new role and in due course you will find your social media connections include dad-like stuff!

    I think you should keep a diary of your social media use and your role (relationships with all and sundry). If would be fascinating to give it to an anthropologist like Maz afterwards to see what she would make of it.
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