I’d be the first to tell you that social media is one of the most useful tools a content marketer can leverage. But like any platform, it has both advantages and disadvantages.

To answer your question, I want to start by listing three main benefits of social media.

1. Social media platforms have a massive user base

Recent statistics show that there are currently 2.9 billion monthly users on Facebook alone. That number already offers great potential in terms of reach—but keep in mind that Facebook isn’t the only platform available for users today. Twitter, LinkedIn, and Instagram are some of the other top social media platforms, and they all boast their own loyal user base as well. And there are even newer platforms with growing users across various demographics.

2. Built-in analytics offer great customer insight

Social media platforms are built with their own audience monitoring and analysis. This makes them a very useful tool for marketers to gather information about their audience so they can refine current strategies to be more relevant and impactful.

3. Wide reach helps boost brand awareness and impact

Consider the number of people who own a smartphone and a computer, and the growing number of people who use social media. That’s a massive audience that your posts can potentially reach. If you’re strategic about your efforts, you will be able to generate significant engagement that can help you inform and educate your audience.

On the opposite of the spectrum are some of social media’s disadvantages.

1. Social media marketing requires specific skills

It seems like everyone can do social media because of how often we use it in our daily lives. But using social media for business purposes requires more strategy. You have to be familiar with SEO, have a firm grasp of social media analytics, and have both technical and creative writing skills. Without the right skills, your efforts won’t reap good ROI.

2. There is a lot of competition

Everyone is on social media trying to leverage what it can do for their brand or business. This, however, also means that competition is tougher. Your audience is likely following multiple accounts similar to yours and you have to know what to do to stand out. You’re competing against multiple voices online and it can be difficult to rise above your competition.

3. Your name can easily be tarnished

While it’s easier to reach audiences and engage with followers online, any negative information that finds its way to your page will directly affect you. Your followers and customers will have every chance to express their opinion about your business. Any complaint or criticism will be available for the public to see, and this can deter prospects from conducting business with your company or turn them off altogether.

Social media marketing has both advantages and disadvantages. For me, however, any disadvantages of using social media for your brand or business are by far outweighed by the benefits you can realize. Any negatives can be mitigated and there are a lot of ways for you to learn more about how to manage your social media marketing. You can start by asking me any questions you may have below. Join the conversation on Twitter or LinkedIn.