Why social media can’t solve all your problems

Recently, I came across this request from a pizza parlor owner on one of the business mentoring groups I participate in.

I’ve tweaked it for privacy:

I own a pizza parlor in a busy food court in a Chicago mall, and I’m trying my best to keep afloat. I think social media is going to be the key to my success. I want to become a social media maven and use it to advertise for free. Any social media mentors willing to help me, please get in touch.

Unfortunately, this business owner is under the influence of social media. He believes it is the answer to all his problems though he has no understanding of how it works.

He’s forgotten how to make good business decisions.

This particular pizza parlor is located in a busy mall. Busy mall equals hungry shoppers and foot traffic. Why would he choose to ignore the people walking past his pizza parlor for the allure of social media?

Of course, he can ultimately use social media, but not in the way he thinks—and he has a lot of work to do before he can even consider turning to social media. For now, the best place for this business owner is behind the pizza counter rather than behind his computer.

Thinking outside the pizza box