7 Reasons Why Dovetail Brewing Broke Up With Social Media (Kinda) - Part 2

Social media gets labeled as “free” marketing, but anyone who’s actually run a business account knows better. Between the time spent creating content, the need to stay on top of ever-shifting trends, and the platforms' constant changes to what they’ll even allow or show your audience, it’s anything but free. If you factor in the cost of human hours and mental bandwidth, it’s one of the most resource-intensive areas that a small team can take on. That’s why we’re continuing with Dovetail Brewery’s Brewer, Creative and Marketing Manager

Jenny Pfafflin

’s list of reasons why the Chicago brewery is shifting its focus from social media to their newsletter, The Schnitt.

Dovetail isn’t swearing off Instagram completely—it’s being smarter with their energy and investing in a platform they actually own and control. In Part 1, we looked at how newsletters go deep instead of wide, better serving their loyal audience. In Part 2, we’re getting into the nuts and bolts of why the so-called “free” platforms could be costing more than they’re worth—and why email is Jenny Pfafflin’s preference for a long game.