When it’s OK to give up on social media

There are some crises social media can’t fix. In fact, it can sometimes make things worse. Throw in the towel when you face a situation like this.

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I’m certainly not one to call it quits when things get tough, and I would definitely call myself an optimistic chance taker, but sometimes hope and optimism aren’t enough. Sometimes the odds are stacked too high against you.

You have a choice when this happens. You can keep pushing against the inevitable, or throw in the towel. It’s a tough decision but, in the long run, it may be best to throw in the towel.

When to fold

Social media can be like a poker game. You have good odds most of the time, so you want to play. After all, the potential for a totally different hand is around the bend.

But at some point during a poker game, you have to sit back and realize there’s no way to win. If you play with four other people and you have a 2, 4, 5, 9 and 10 of mixed suits, statistically somebody in the group will beat you no matter what. If that’s the case, what’s the point in losing all your money? It’s time to fold.

How do you determine when to fold when your company’s social media campaign is at stake? When the situation is against you and there’s no other move to make. Maybe you had bad luck or did something wrong, but if the numbers are against you and you will cause harm if you continue, wipe the slate clean and start anew.

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