Most brands know that they need a comprehensive social media strategy in place in order to succeed. However, pervasive social media myths can hamper success as brands start to develop and implement a social media strategy. To ensure myths aren’t getting in the way of your brand’s social media success, take a look at these 13 debunked social media myths.
- Because social media allows you to reach more people, you will see results instantly. It’s true that a well-developed, mature social media marketing strategy will deliver results in terms of driving engagement, improving brand visibility, and boosting conversion rates. However, these kinds of results certainly don’t come instantaneously, and you need to do a lot more than simply hit the “post” button in order to succeed. First and foremost, it’s important to note that no brand has immediate access to thousands of consumers on social media. Developing a following takes time and effort. Secondly, and just as importantly, it doesn’t matter how many people you are reaching so much as who you are reaching. In order to see the results you want, you need to ensure that you tailor your social media strategy to your target customer. That means cultivating a presence on the platforms where your target customers are most likely to be and developing high-quality content specifically tailored to their wants, needs, and preferences.
- Paid traffic is expensive. Paid traffic is only expensive if you don’t target appropriately and measure accurately. To maximize ROI on paid traffic, make sure that you are reaching your target audience and that you are properly measuring your campaigns so that you know what works and what doesn’t.
- Social media conversion rates are low. When your social media strategy is poorly developed and poorly targeted, conversion rates without a doubt will be low. However, when you invest in developing a highly targeted social media strategy with relevant, compelling content, your conversion rates won’t be low. A/B testing can also go a long way in helping you figure out what variables boost conversion.
- Social media is time consuming. Social media does require an investment of time, but it doesn’t have to be tremendously time consuming. The key is to be selective about where you are developing a presence and to use automation software to your advantage.
- Everyone is on social media. It’s true that a good chunk of consumers is active on social media, but not everyone is active on social media and not all consumers are active on the same social media sites. According to the Pew Research Center, while 62 percent of the U.S. adult population is active on Facebook, just 24 percent is on Instagram. Furthermore, the demographics of the user base of each platform vary considerably. Pinterest, for example, is most popular among women under the age of 50, while LinkedIn is most popular among those with a college degree making over $75,000 annually. Again, it’s critical to understand who your target audience is and to target your social media marketing efforts accordingly.
- You can’t effectively do all of your social media in-house. Many brands worry that they need to hire a professional to get their social media done, and the price of doing so prevents them from ever developing or implementing a social media strategy. The reality is that you can do your social media in-house, as long as you have a good strategy in place and it isn’t taking up too much time.
- Aggregators are dead. Aggregators, such as RSS bookmarking sites, are not dead. They are alive and well. They don’t get as much attention as they used to, but it’s likely that consumers out there are using them to keep track of the content your brand posts.
- Social media is only for broadcasting. Many brands assume that social media is just a way to get messages out to current customers or those who are already aware of their brand. However, the reality is that more and more are using social media to find great content to watch and read.
- Social media can replace a website. Many brands erroneously assume that well-developed social media pages and accounts can replace a website. However, this is simply not the case. Social media can be a great way to direct traffic to your website, but it can never completely replace your website.
- Social media is hard to measure. It’s true that many brands report struggling to measure social media. However, you can measure the performance of your social media objectively with metrics like the number of followers, average number of likes per post, average number of shares per post, etc. When you’re attuned to these kinds of metrics, it’s easy to chart your progress.
- You have to be on every social media platform in order to succeed. Developing a presence on a social media platform and accruing a following is a major investment requiring both time and resources. If you opt to be on every social media platform, you will likely be spreading yourself too thin. The far better option is to choose where to cultivate a presence strategically based on where your target audience is.
- Social media interaction will eventually replace human interaction. Social media interaction will never replace human interaction. The bottom line is that people will always want stuff from clever and helpful people — it’s wired into our DNA. Social media is just a mechanism to share content more widely.
- You don’t need real content on social media. Brands sometimes buy into the myth that in order to succeed on social media, they just need to post a kind of teaser leading customers to real content as part of a bigger, more valuable offer on a website. This is not the case. In order to build trust and familiarity with your customers, you absolutely need to post real content.
The biggest myth of all is that more is better with online marketing. Once upon a time when I first started online marketing, I used to wind myself up like a spring, worrying about all of the things I should be doing, trying, testing or running.
I also thought I had to be really good at sales, and being an introvert, that was always a rather large stretch for me.
Thankfully through years of trying it all, I discovered that, contrary to popular belief, it’s not about building focus on YOU being famous online, it’s all about how well you serve the intent of your audience.
If you’re an extrovert, that might be a little surprising, disappointing even?! But for me that was a huge relief. I LOVE getting feedback from happy customers who love their experience. And it was even more of a relief learning how much less time and money it took to find the right people to give that experience to.
That’s my kind of marketing!
In conclusion, if you avoid letting internet marketing and social media myths influence your social media/online marketing strategy, you’ll have a much better shot at success.
If you focus on the MOST IMPORTANT things, what you need to do get’s crystal clear and alot easier!
Mia Gordon wrote Copywriting Essentials For Content Marketing on Amazon – a book about how to sell without selling.