Like any main advertising and marketing technique of the previous decade, social media has had loads of time to accumulate some massive myths.
And even if information has disproven numerous advertising and marketing myths at this time, some entrepreneurs will nonetheless maintain onto a couple of, just because it is exhausting to preserve up-to-date on what’s actually happening with social media.
Yes, social media landscapes change dramatically each day. However, as a marketer, it is necessary to establish delusion from actuality in order to create an efficient social media technique.
To make it easier to separate truth from fiction, I put my MythBusters hat on and drudged up among the most typical social media myths on the market.
Let’s dive into some social media myths we have all in all probability heard from colleagues or buddies. Then, I’ll clarify why you want to go away these previous methods of pondering behind.
19 Social Media Myths to Leave Behind in 2021
1. My prospects aren’t on social media.
In 2021, over 3.7 billion people worldwide are active on social media. Today, it looks like there is a social platform for every part and everybody. While household and buddies join on websites like Facebook, Instagram, or Twitter, professionals are networking on LinkedIn.
Odds are, a minimum of one social media platform has an viewers that can align together with your model. Not positive which one is one of the best for you? Check out this weblog submit to discover which social platform(s) are best-suited on your model — and which in all probability will not work on your wants.
2. You ought to be part of each single social media community instantly.
Just as a result of I can identify quite a lot of social networks, it does not imply I ought to arrange a profile on all of them.
By all means, analysis different social networks. Set up an organization profile or web page and provides ’em the previous school attempt. But you might discover that some aren’t actually price your time. If that is the case, think about eradicating your profile and transfer on. You ought to solely commit time and sources to the platforms that align most together with your viewers and advertising and marketing techniques.
The finest entrepreneurs use information to establish which advertising and marketing actions yield one of the best outcomes — if a social community is not serving to you out, minimize it free.
3. Pinterest is just for B2C organizations.
Pinterest is completely superior for B2C entrepreneurs, to ensure. But normally when somebody says a channel is just for B2C, the B2B marketer in me takes that as a problem to show it isn’t so.
Turns out a few of my colleagues really feel the identical manner, as a result of one among them wrote a complete information to utilizing Pinterest for enterprise. You also can take a look at the accounts of manufacturers like GE, Microsoft, Econsultancy, and yours actually for some B2B Pinterest inspiration!
4. You ought to solely attempt to get followers and followers that can turn out to be prospects.
Quality is necessary, sure, however do not underestimate the facility of a giant social attain. Remember a few of these factors subsequent time you bemoan buying a fan or follower that lives outdoors of your gross sales territory or goal demographic:
- More followers and followers means you are gaining entry to their followers and followers.
- If they’re an influencer, their clout transfers to you by affiliation.
- When they share your content, your website positioning improves.
- They should refer enterprise your manner.
Of course, that does not imply you should not additionally goal a selected, high-converting viewers in your social channels — to determine your superb audience on social media, take a look at this submit.
5. You ought to solely schedule posts throughout the work week.
While you should not power your social media supervisor to work on the weekends, you definitely can schedule posts or launch social media adverts on the weekends forward of time — and, relying in your viewers, it is perhaps a good suggestion.
Of course, you may want to establish when your viewers makes use of sure social platforms probably the most. While pique social media engagement occasions happen across the center of the week, most platforms even have excessive engagement occasions throughout the weekends and evenings as effectively.
6. You’ll have wonderful social media engagement should you ask your family and friends “Like” each submit.
You cannot simply have your mother and uncle Like each submit you place up on Facebook. Although it would really feel such as you see quite a lot of posts that your mates or members of the family like, Facebook and different social media algorithms are a bit extra subtle than that when it comes to figuring out which posts get seen.
To get social media feeds to favor your content, you may want a selection of individuals interacting together with your content — each to develop your attain, and to present up in customers’ information feeds.
So, somewhat than encouraging simply your mates or members of the family to Like or coronary heart your posts, encourage your followers to Like, remark, or share to encourage additional dialogue and unfold your model consciousness.
7. You have to reply to social exercise instantly.
There’s little question a speedy response is appreciated, nevertheless it is not at all times required. People perceive that you just’re operating a enterprise. There are different issues happening. If you get again in a well timed method, however not in mere seconds, it is alright.
There are exceptions, after all. For occasion, Verizon runs a couple of Twitter accounts. One is @VerizonSupport. While Verizon will share weblog posts and academic advertising and marketing supplies on this Twitter, it additionally makes use of it to reply to questions or considerations from prospects or prospects.
Because Verizon’s assist account is for customer support somewhat than advertising and marketing, reps who handle this channel needs to be responding instantly to inquiries.
Another instance might be should you’re operating a social media account that receives a criticism which is public to all customers and will damage your credibility. In that situation, you must seek the advice of your service workforce as quickly as doable and write a considerate reply that reveals you take the suggestions critically.
8. Social media is solely about participating dialog — and never a spot to share branded content.
It’s not that conversations aren’t necessary. You cannot simply ignore your followers. But, whereas it is useful to stimulate conversations and discussions together with your viewers, it isn’t the one level to social media advertising and marketing.
Aside from permitting you to just about join with folks, social media is a lead generator, a non-organic site visitors software, and an awesome place to share your finest content.
If you publish useful posts, they won’t at all times stimulate dialog, however they may lead folks to your web site and merchandise.
9. Social media advertising and marketing techniques do not drive bottom-line outcomes.
Piggybacking off of the final delusion, you’ll be able to truly generate worth past simply “engagement” and “brand equity” from social media. Social media drives leads and prospects, interval.
Don’t imagine me? Here are a couple of stats you must know:
Ultimately, notably by means of promoting or influencer advertising and marketing methods, social media generally is a viable alternative for growing gross sales. (Just verify my checking account each time I scroll Instagram and “Swipe Up to Buy”.)
10. It appears cheesy to appear relatable as a model on social media.
The content you publish on social media ought to at all times preserve your audience in thoughts — however that does not imply you’ll be able to’t additionally publish content that reveals your model’s character. Or, frankly, even your group supervisor’s character.
There are folks behind your organization; do not be afraid to present that with your individual particular model of humor, photos of those who work at your organization, and hyperlinks to information content that you just discover notably entertaining … even when it isn’t instantly associated to your trade.
11. Hashtags are important for each submit.
You know these tweets that appear to be this?
Love this text on #socialmedia #advertising and marketing that talks about #pinterest and has a picture of a #pet #lol
The level of hashtags is that they be part of collectively frequent dialog threads. So whereas it is good to have a hashtag for an occasion, like a webinar or a commerce present, do not lose your thoughts if it would not turn out to be a trending subject. It’s not essentially going to blow your leads objective out of the water if it does … consider hashtags as a manner to be extra user-friendly for these following the hashtag, not a manner to make all of your advertising and marketing desires come true.
12. Social media monitoring takes perpetually.
One social media monitoring situation: Glue your eyes to your laptop display, open 5 tabs for every of your social networks, chug three espressos, click on between tabs, and hit refresh like a maniac.
Alternate social media monitoring situation: Use social media monitoring software program that alerts you when necessary phrases are talked about; verify again to your accounts briefly each hour or two to see should you want to reply to anybody, comply with somebody again, and so on.
That second one takes you, in mixture, possibly 30 minutes a day. No massive deal. Everybody breathe. Everything’s gonna be alright.
13. Social media managers needs to be new graduates or have years of expertise.
This is not only a delusion. It’s truly an ageist concept that needs to be utterly deserted — if it hasn’t been already.
Being good at social media advertising and marketing, or any job for that matter, has completely nothing to do with how younger or previous you might be. You can be taught the instruments and methods at any age, and make errors at any age, too.
Instead of contemplating a social media supervisor’s age vary, search for the candidate who’s each inventive and analytically-minded sufficient to handle your presence. To be taught extra about how to rent one of the best social media supervisor on your model, take a look at this submit.
14. Only younger folks use social media.
Think that the one folks on social media are Gen Z and millennials? Think once more.
Consider this: 40% of internet users age 46 to 55 are on LinkedIn by the tip of 2020; roughly 55% of Facebook users are over the age of 35 as of 2021; and in 2019, over 80% of 45-64 yr previous U.S. web customers watched movies on YouTube.
More than possible, your viewers (at any age!) is on social media — the secret’s determining which one they like probably the most.
15. Newer platforms, like Snapchat and TikTookay, aren’t price taking critically.
Snapchat and TikTookay are each cell social media apps which have pulled in millennials and Gen Z due to their distinctive platforms. While Snapchat thrives on ephemeral content, AR filters, and Bitmoji options, TikTookay highlights goofy, enjoyable, or musical 10 to 60-second movies comparable to Vines.
Despite the truth that these platforms pull in odd content created by customers, it would not essentially imply that manufacturers cannot use the apps to acquire credibility and consciousness.
At this level, a plethora of manufacturers — from publishers to B2C corporations — have created profiles or adverts for TikTookay. One of probably the most shocking and oldest manufacturers to construct a TikTookay technique is The Washington Post. Although the publication has a really formal social media presence on different platforms, they use TikTookay to spotlight the humorous, but human, aspect of working in a newsroom.
Similarly, numerous bigger companies have additionally launched paid promotions or long-form Stories on Snapchat Discover. To be taught extra about these corporations and the content they’ve launched, take a look at this weblog submit.
At this level, you’ll be able to definitely take any well-liked social media platform critically. But, as we famous when debunking earlier myths in this submit, you must establish which platforms finest match your viewers and your targets earlier than spending money and time to construct a technique for them.
16. You haven’t got sufficient content to have a social media channel.
The factor with social media is that it strikes actually quick. What’s posted at this time would possibly very effectively be forgotten about tomorrow. It’s simple to consider this as an issue by saying, “I don’t have enough content to post.” But, alternatively, you possibly can simply repurpose content or re-share nice content often.
If the subject your submit discusses is evergreen, it can nearly at all times be helpful, even should you repurpose or repost it later. This does not imply you must share the very same hyperlink and replace commentary day after day, but when a couple of weeks go by and also you need to re-promote one thing, go for it. Just do your loyal followers a favor and discover a new fascinating nugget of data to name out in your replace.
17. Social media provides folks a venue to publicly bash your organization.
The reality is, offended prospects have already got loads of venues: phrase of mouth, Google opinions, Yelp opinions, and lots of different locations on the web that can permit them to give suggestions after they aren’t comfortable. Not making a Facebook web page merely for concern of unfavorable suggestions is not defending you from an offended wrath.
Instead, get forward of the dialog by being conscious when unfavorable opinions are happening, studying them, responding to the client, and arising with options for his or her issues. Additionally, when prospects are happy, encourage them to share their optimistic tales.
18. Social media is simply too “fluffy” to have strong metrics round.
Again, social media is not about fluffy issues we talked about earlier, like “brand equity” and “engaging conversation.”
Yes, these issues occur, nevertheless it does not imply you’ll be able to’t measure the effectiveness of your social media actions.
With HubSpot marketing tools, you’ll be able to establish precisely how a lot site visitors social media drives to your web site, what number of leads social media generates, and what number of of these leads turn out to be prospects.
From there, you’ll be able to even calculate issues like the typical cost-per-lead and buyer — throughout particular person social media networks, and in mixture — similar to you do with each different advertising and marketing channel (proper?).
19. Social media is totally free advertising and marketing.
It’s free to be part of, nevertheless it’s nonetheless a useful resource funding. Even if you’re posting free of charge, you may possible want to pay an worker to handle your channels and construct methods. And, as your social media technique grows extra profitable, you would possibly determine to up money and time investments.
Luckily, social media continues to be one of the crucial reasonably priced methods to enhance audiences, model consciousness, and in the end leads. This makes the funding price your whereas.
Navigating Social Media Marketing
Now that you have discovered in regards to the falsehoods and myths behind social media, it is time to begin trying on the precise research-back techniques that might make your model profitable on a given community.
For extra information that backs why you want a social media advertising and marketing technique in 2021, take a look at this record of stats. For tactical recommendation on varied social media techniques and platforms, learn our Ultimate Guide to Social Media Marketing.
Editor’s Note: This submit was initially printed in October 2012 however was up to date in February 2021 for comprehensiveness and freshness.