Social media has experienced a meteoric rise in usage and popularity in the last decade. A natural byproduct of this growth is the proliferation of myths, rumors, and misconceptions about best practices and strategies to make money using Facebook, Twitter, YouTube, LinkedIn, and the like.
Here are some common myths that I’d like to overcome:
1. It’s Not Broadcasting
A broadcast is defined as the distribution of audio and video content to a dispersed audience via any audio visual medium. Because of the unique nature of interactions, many people do not consider social media marketing a broadcast, like a television or radio ad. This makes no sense.
If a Facebook post gets 2 million likes, or a YouTube video 100,000 hits, the content has absolutely been distributed to a massively diverse audience via a visual medium. These platforms are viable and effective broadcast mediums, and the sooner companies begin to consider them as such, the better off they’ll be.
2. It’s All About Likes and Followers
Too many people tell me they don’t have enough followers on Twitter, or likes on Facebook. Too many companies ask me how to get them 100,000 views on a YouTube video. If you have 1,000,000 followers/likes/views, but aren’t engaging any of them, or they aren’t in your target market, they’re completely worthless.
I can strap a squirrel to some water skis, film a few laps around the tub, and throw it on your YouTube channel. We’ll watch the view count soar, while your bottom line remains unchanged.
Instead of focusing on quantity, lets focus on the quality of each follower you gain. I’d much rather have 100 engaged, participating followers than 100,000 disinterested random people.
3. It’s Free
Social media itself is free. It is free to sign up for an account as a private citizen. If you consider what it takes to build an effective campaign, the marketing side is not free, and never has been. Consider the elements:
* Developing a strategy that raises awareness and boosts sales
* Aligning strategy with existing marketing platform
* Distributing content
* Media/advertising buy on platforms
* Active engagement with fan base
* Building a targeted fan base
* Providing your fan base with an opportunity to engage with each other, with you, and show off
* Turning your fan base into tangible profits
* Creating any and all content for distribution
The sooner you stop thinking of it as a free “bonus” service, and make a real investment of resources, the sooner you’ll have effective and profitable strategies in place.
4. Figure It Out As You Go
Every project, creative or otherwise, needs goals, deadlines, and specific roles for everyone involved. However, because social media is “free,” many companies simply have a secretary or an intern create and manage the companies entire presence without creating an effective strategy for doing so.
Older generations tend to be technology and trend shy, allowing the younger employees to run with it. I’m not saying this is a bad idea, but the right hand should know what the left is doing. If marketing is the face of your company, social media is the voice that goes with the face.
Social media has gone from an interesting trend to a staggering industry. Companies without a social media presence are dinosaurs. Tread carefully, because there are many misconceptions about marketing on these platforms, but if used effectively, they can generate awareness, build a dedicated customer base, and ultimately increase profits.
Mike Burke is Head of Business Development at redcmedia.
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Great stuff Mike.
I go to great lengths to encourage my clients to think carefully about their social media plan. My catchphrase is almost “just because it’s free doesn’t mean it doesn’t cost you anything”.
So it’s good to have my thoughts backed up by the wider web marketing world.
Cheers,
Karl
Web designer in Leicester
Good Points. It sounds so easy, but a lot of people still believe “it’s just social media”. No it’s not. It’s kind of a customer loyality programm. So every company should better pay attention.
The first point is very true, so many people just post on Twitter or Facebook and don’t engage or reply to comments. I think people still need a lot of educating when it comes to social media to the real benefits of it.
Something I hear all the time from clients is: “Everyone tells me I need a Facebook page but don’t know why because I don’t get it….”
All good points and there is so much more you could add. Social Media encompasses so many types of networks and so many industries. I am working within a regulated industries and it takes many hours to consider all the ramifications to having soical and adverse event reporting etc… Social is far from free, and far from learn as you go. anyone involved in it quickly figures out the good, bad, and ugly on social.
I enjoy reading your articles and have learned a lot! Thanks for taking the time to inform us all.
100,000 Facebook fans doesn’t = $100,000 in sales for most companies. I think FB could be more useful for a start up as long as it has a product/service a healthy target market wants to buy, repeatedly. The buzz in financial media circles is clear: FB is struggling to turnover ads into sales.FB is a social platform. When people are socializing, it’s doubtful they’re in a buying mood. Try selling a car at a wine and cheese party.
Very valid and thought provoking points. Most people want instant success via the social media platforms but rarely do they realize the net result. Getting a bulk of traffic doesn’t really convert into a lucrative proposition. I thoroughly enjoyed your last point “Figure out as you go.” It is must that we understand our requirements as per our business module. But we tend to get carried away.
Nayanna Chakrbarty
Creative Writer
Solid information! Engaging your clients/followers is of key importance, and will always be necessary.
I agree. For social media, you need to use it correctly, have a good strategy on it.
Thank you! So many people believe in the myths and you debunked them PERFECTLY. Who cares how many hits or followers if they don’t buy your product or are disinterested in your core business. Simple articles like this are the first ones that should be read.