For a long time, there was a perception that social media marketing was free, or at least very inexpensive. Starting a Facebook or Twitter account was free, and hiring a part-time intern to manage them didn’t cost much.
In reality, social media marketing has never been free. Sure, there aren’t usually any hard costs required to set up social media accounts, but someone is still had to create the content, engage in the conversation, monitor and manage those conversations, etc. As we’ve seen time and time again, turning over your brand’s reputation to an intern isn’t always the wisest choice. Most brands now know the real costs of social media marketing are not as great as the opportunity costs of bad social media strategy.