Shark Tank's Kevin O'Leary Recommends This 6-Step Social Media Strategy to Be Profitable If social media feels like just fluff for your business, here's what you need to do to make it profitable.

Many execs or small business owners think social media is complete fluff — and for most businesses, it is.

And when they say fluff, they don't mean to say it's pointless. It's well-documented that social media is a powerful tool. The skepticism with investing in social media is that it can be a coin toss if there is a return on investment (ROI).

"That is because most marketers do not apply any direct-marketing tactics to their strategic approach — if they are even strategic at all," author Kim Walsh Phillips said in her latest book, Ultimate Guide To Instagram For Business, Second Edition.