Social media is a powerful tool for any software business. You can use it to promote your product, engage with customers, and get feedback from users.

However, like any powerful tool, it's a double-edged sword.

Let's explore some upsides and downsides of this marketing channel.

Upsides

• It's inexpensive. If you don't have the budget for an ad campaign or the patience to climb the Google rankings, social is the way to go.
• You can leverage social proof. As you grow your following, users will notice how everyone else is following you and view you as a trustworthy software brand. This boosts your growth on the platform.
• It's easy to find your audience on social media. For example, you can use social listening to discover conversations about your brand and industry, which are marked by hashtags.

Downsides

• An aggressive social media marketing campaign can yield results, but the ROI is often much lower than for other marketing methods.
• You're building on rented land. Unless you've chosen a decentralized social media network, you're at the mercy of the platform's rules and algorithms. One minor slip and you could lose an entire audience.
• It's easy to get distracted. While checking your business' TikTok account, you'll see the all singing, all dancing creators of the digital world tempting you into their rabbit hole. The Fix: Delete all social media apps from your phone. Just check your business' social media accounts on your desktop and set a time limit. Track your time with Toggl and use commitment devices like Beeminder to stay on course.

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