There is truth in that sentence. “Social Media just doesn't work”... for 96.4% of the people online. Most business owners, and even marketers, spend a lot of time on social media channels “hoping” or “wishing” that their next post, their next tweet, their next video is THE one that goes viral.
The one that just causes people to finally “discover” you and want all that you have to offer.
Most people spend WAY too much time on social media, rather than on marketing that delivers results.
I have been there before. More times than I want to say here.
I used to spend so much time trying (and hoping) to outrank other marketers on launch days with my Social Media Brilliance, that I would be all ADHD and then look up, and see it was 7.5 hours later for something I told myself would take 10 minutes. From looking up keywords, to finding what people I thought were talking about (I was more often wrong than right) to posting at the times I believed were the “best times”, and yet, I still didn't get it right.
What a waste of time and effort.
During one of my rants (to myself and my office) about how silly social media was, I was struck by a thought that changed everything for me.