38. Problems and challenges Social media done badly is worse than social media not done at all. We have decided to stay laggards because without the resources to dedicate to maintaining and updating content, it is a recipe for failure. Effective social media marketing requires buy-in from across the organisation with everybody contributing. We are still on a learning curve, but the biggest barrier is having a small team and a lack of time and resource to explore the potential benefits of this activity. “ “ “ ” ” ”