Like every main advertising and marketing technique of the previous decade, social media has had loads of time to build up some huge myths.
And even supposing information has disproven a lot of advertising and marketing myths right now, some entrepreneurs will nonetheless maintain onto just a few, just because it is arduous to maintain up-to-date on what’s actually occurring with social media.
Sure, social media landscapes change dramatically daily. Nonetheless, as a marketer, it is vital to determine fable from actuality with a view to create an efficient social media technique.
That will help you separate truth from fiction, I put my MythBusters hat on and drudged up a few of 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 associates. Then, I am going to clarify why you’ll want to go away these previous methods of considering behind.
19 Social Media Myths to Go away Behind in 2021
1. My prospects aren’t on social media.
In 2021, over 3.7 billion folks worldwide are energetic on social media. At this time, it looks as if there is a social platform for every part and everybody. Whereas household and associates join on websites like Fb, Instagram, or Twitter, professionals are networking on LinkedIn.
Odds are, not less than one social media platform has an viewers that may align along with your model. Undecided which one is one of the best for you? Try this weblog put up to discover which social platform(s) are best-suited on your model — and which in all probability will not work on your wants.
2. It’s best to be part of each single social media community instantly.
Simply because I can identify plenty of social networks, it doesn’t suggest I ought to arrange a profile on all of them.
By all means, analysis different social networks. Arrange an organization profile or web page and provides ’em the previous faculty attempt. However it’s possible you’ll discover that some aren’t actually price your time. If that is the case, take into account eradicating your profile and transfer on. It’s best to solely dedicate time and assets to the platforms that align most along with your viewers and advertising and marketing techniques.
The very best entrepreneurs use information to determine which advertising and marketing actions yield one of the best outcomes — if a social community is not serving to you out, reduce it free.
3. Pinterest is just for B2C organizations.
Pinterest is completely superior for B2C entrepreneurs, to make sure. However often 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.
Seems a few of my colleagues really feel the identical method, as a result of one in every of them wrote a complete information to utilizing Pinterest for enterprise. You may also try the accounts of manufacturers like GE, Microsoft, Econsultancy, and yours actually for some B2B Pinterest inspiration!
4. It’s best to solely attempt to get followers and followers that may develop into prospects.
High quality is vital, sure, however do not underestimate the ability of a giant social attain. Keep in mind a few of these factors subsequent time you bemoan buying a fan or follower that lives exterior of your gross sales territory or goal demographic:
- Extra followers and followers means you are having access to their followers and followers.
- In the event that they’re an influencer, their clout transfers to you by affiliation.
- After they share your content material, your search engine optimization improves.
- They could nonetheless refer enterprise your method.
In fact, that does not imply you should not additionally goal a selected, high-converting viewers in your social channels — to determine your ultimate audience on social media, try this put up.
5. It’s best to solely schedule posts in the course of the work week.
Whilst you should not pressure 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.
In fact, you will must determine when your viewers makes use of sure social platforms essentially the most. Whereas pique social media engagement occasions happen across the center of the week, most platforms even have excessive engagement occasions in the course of the weekends and evenings as effectively.
6. You may have wonderful social media engagement when you ask your family and friends “Like” each put up.
You’ll be able to’t simply have your mother and uncle Like each put up you place up on Fb. Though it would really feel such as you see plenty of posts that your folks or relations like, Fb and different social media algorithms are a bit extra refined than that on the subject of figuring out which posts get seen.
To get social media feeds to favor your content material, you will want a selection of individuals interacting along with your content material — each to develop your attain, and to point out up in customers’ information feeds.
So, somewhat than encouraging simply your folks or relations 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 must reply to social exercise instantly.
There is not any doubt a speedy response is appreciated, however it is not all the time required. Individuals perceive that you just’re operating a enterprise. There are different issues occurring. If you happen to get again in a well timed method, however not in mere seconds, it is alright.
There are exceptions, after all. As an illustration, Verizon runs just a few Twitter accounts. One is @VerizonSupport. Whereas Verizon will share weblog posts and academic advertising and marketing supplies on this Twitter, it additionally makes use of it to answer questions or considerations from prospects or prospects.
As a result of Verizon’s assist account is for customer support somewhat than advertising and marketing, reps who handle this channel must be responding instantly to inquiries.
One other instance may very well be when you’re operating a social media account that receives a grievance which is public to all customers and will damage your credibility. In that state of affairs, it’s best to seek the advice of your service crew as quickly as potential and write a considerate reply that exhibits you are taking the suggestions significantly.
8. Social media is solely about participating dialog — and never a spot to share branded content material.
It is not that conversations aren’t vital. You’ll be able to’t simply ignore your followers. However, whereas it is useful to stimulate conversations and discussions along with your viewers, it isn’t the one level to social media advertising and marketing.
Other than permitting you to nearly join with folks, social media is a lead generator, a non-organic site visitors device, and an important place to share your finest content material.
If you happen to publish beneficial posts, they may not all the time 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 fable, you’ll be able to really generate worth past simply “engagement” and “model fairness” from social media. Social media drives leads and prospects, interval.
Do not imagine me? Listed below are just a few stats it’s best to know:
In the end, significantly by way of promoting or influencer advertising and marketing methods, social media could be a viable alternative for rising gross sales. (Simply examine my checking account each time I scroll Instagram and “Swipe As much as Purchase”.)
10. It appears to be like cheesy to look relatable as a model on social media.
The content material you publish on social media ought to all the time hold your audience in thoughts — however that does not imply you’ll be able to’t additionally publish content material that exhibits your model’s character. Or, frankly, even your neighborhood supervisor’s character.
There are folks behind your organization; do not be afraid to point out that with your personal particular model of humor, footage of people who work at your organization, and hyperlinks to information content material that you just discover significantly entertaining … even when it isn’t instantly associated to your business.
11. Hashtags are important for each put up.
You understand 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 purpose 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 develop into a trending subject. It is not essentially going to blow your leads aim out of the water if it does … consider hashtags as a option to be extra user-friendly for these following the hashtag, not a option to make all of your advertising and marketing desires come true.
12. Social media monitoring takes ceaselessly.
One social media monitoring state of affairs: Glue your eyes to your pc display screen, 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 state of affairs: Use social media monitoring software program that alerts you when vital phrases are talked about; examine again to your accounts briefly each hour or two to see if you’ll want to reply to anybody, observe somebody again, and so forth.
That second one takes you, in combination, possibly half-hour a day. No huge deal. All people breathe. Every part’s gonna be alright.
13. Social media managers must be new graduates or have years of expertise.
This is not only a fable. It is really an ageist principle that must be fully 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’re. You’ll be able to study the instruments and techniques at any age, and make errors at any age, too.
As a substitute 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 study extra about how one can rent one of the best social media supervisor on your model, try this put up.
14. Solely younger folks use social media.
Suppose that the one folks on social media are Gen Z and millennials? Suppose once more.
Take into account this: 40% of web customers age 46 to 55 are on LinkedIn by the top of 2020; roughly 55% of Fb customers 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.
Greater than seemingly, your viewers (at any age!) is on social media — the hot button is determining which one they like essentially the most.
15. Newer platforms, like Snapchat and TikTok, aren’t price taking significantly.
Snapchat and TikTok are each cellular social media apps which have pulled in millennials and Gen Z attributable to their distinctive platforms. Whereas Snapchat thrives on ephemeral content material, AR filters, and Bitmoji options, TikTok highlights goofy, enjoyable, or musical 10 to 60-second movies just like Vines.
Even supposing these platforms pull in odd content material created by customers, it would not essentially imply that manufacturers cannot use the apps to achieve credibility and consciousness.
At this level, a plethora of manufacturers — from publishers to B2C corporations — have created profiles or adverts for TikTok. One of the stunning and oldest manufacturers to construct a TikTok technique is The Washington Submit. Though the publication has a really formal social media presence on different platforms, they use TikTok to spotlight the humorous, but human, aspect of working in a newsroom.
Equally, a lot of bigger companies have additionally launched paid promotions or long-form Tales on Snapchat Uncover. To study extra about these corporations and the content material they’ve launched, try this weblog put up.
At this level, you’ll be able to definitely take any common social media platform significantly. However, as we famous when debunking earlier myths on this put up, it’s best to determine which platforms finest match your viewers and your targets earlier than spending money and time to construct a technique for them.
16. You do not have sufficient content material to have a social media channel.
The factor with social media is that it strikes actually quick. What’s posted right now would possibly very effectively be forgotten about tomorrow. It is easy to think about this as an issue by saying, “I haven’t got sufficient content material to put up.” However, alternatively, you may simply repurpose content material or re-share nice content material recurrently.
If the subject your put up discusses is evergreen, it is going to nearly all the time be helpful, even when you repurpose or repost it later. This doesn’t suggest it’s best to share the very same hyperlink and replace commentary day after day, but when just a few weeks go by and also you wish to re-promote one thing, go for it. Simply do your loyal followers a favor and discover a new attention-grabbing nugget of data to name out in your replace.
17. Social media provides folks a venue to publicly bash your organization.
The reality is, indignant prospects have already got loads of venues: phrase of mouth, Google evaluations, Yelp evaluations, and lots of different locations on the web that may permit them to present suggestions once they aren’t glad. Not making a Fb web page merely for concern of destructive suggestions is not defending you from an indignant wrath.
As a substitute, get forward of the dialog by being conscious when destructive evaluations are going down, studying them, responding to the shopper, and developing with options for his or her issues. Moreover, when prospects are happy, encourage them to share their optimistic tales.
18. Social media is just too “fluffy” to have strong metrics round.
Once more, social media is not about fluffy issues we talked about earlier, like “model fairness” and “participating dialog.”
Sure, these issues occur, however it doesn’t suggest you’ll be able to’t measure the effectiveness of your social media actions.
With HubSpot advertising and marketing instruments, you’ll be able to determine 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 develop into 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 combination — similar to you do with each different advertising and marketing channel (proper?).
19. Social media is totally free advertising and marketing.
It is free to hitch, however it’s nonetheless a useful resource funding. Even if you’re posting free of charge, you will seemingly must pay an worker to handle your channels and construct methods. And, as your social media technique grows extra profitable, you would possibly resolve to up money and time investments.
Fortunately, social media remains to be one of the reasonably priced methods to spice up audiences, model consciousness, and in the end leads. This makes the funding price your whereas.
Navigating Social Media Advertising
Now that you have realized concerning 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, try this checklist of stats. For tactical recommendation on numerous social media techniques and platforms, learn our Final Information to Social Media Advertising.
Editor’s Be aware: This put up was initially revealed in October 2012 however was up to date in February 2021 for comprehensiveness and freshness.