A while back I wrote about five myths that people believe about social media. Looking at it now, all five of those myths still apply today. While I’ll admit many people have finally come around or at least warmed up to social media since then, I still hear misconceptions and myths about it that are preventing people from really getting all they can out of it. Don’t let these run you off the road:
“It’s free to create an account and post, so it’s free advertising!”
Sure, you can do it that way. But you’re wasting your time. We’ve all heard the saying, “Time is money.” Social media takes time and investment. And not just time to log in, type 140 characters and hit Post. There needs to be a strategy involved. There needs to be integration with other business goals. Don’t think of social media as an add-on like rustproof paint for your new car. Think of it as the actual paint job. It’s one of the most visible elements of your campaign and shows your personality to the world. And you wouldn’t buy a car without a paint job, right?
“If we just start posting, people will find us.”
Being successful on social media is about understanding your audience inside and out. DO RESEARCH. Find out what your customers value and figure out what makes them tick. Get an understanding for what type of information they crave from you and constantly evaluate to improve. You can even invest in Facebook ads to target specific groups of people and integrate your social media profiles into other marketing materials for cost-effective promotion of your accounts. Just make sure where you are directing traffic provides some value.
“Our customers aren’t on social media.”
BULL. $#*! There are more than 900 million monthly users (and growing) on Facebook and nearly 130 million on Twitter. Your customers are out there whether you want to believe it or not. Now, that’s far from a guarantee that these people want to interact with your company on social media but you can’t say no ones there. It’s up to you to develop a strategy that gets them to pay attention.
“We’re too far behind with more important work.”
When it comes to priorities, social media always seems to fall to the bottom of the list. It shouldn’t be that way. An effective and well-thought content management strategy will help keep things consistent and make you more efficient when it comes to posting. Yes, it can be difficult at times to come up with things to post or write about. But that’s why a strategy should be in place (and why you should work with your ad agency for help). So you have a roadmap to help guide you along the way.