Debunking 5 major myths of social media

By Tyler Mandroian

There are a LOT of misconceptions about using social media for your business. It reminds me quite a bit of the 1990’s, when many businesses wanted a website, but had no idea why or how to use it. Obviously we’ve all evolved since the days of flickering animations and blaring Christmas music on your homepage, but the onset of social media is springing some very familiar traps. I’ve seen the good, bad, and ugly of Facebook promotions, #twitterevents, and the like, as well as having seen the thought process behind them. There are a few things you should throw out of your game plan right away…after all, you wouldn’t put blaring 8-bit music and flashing lights on your website anymore…would you? (if so…call 480.502.6852…we need to talk.)

Here are the 5 biggest myths and mistakes you can make when planning your next social media campaign:


1. Social Media is Free.

C’mon…nothing is ever really free. Yes, there is no cost to start a business page, google + or foursquare account, and if you know what you’re doing, there’s no cost to making these look and function great. However, there is a cost associated with providing the things that will make your social media page popular. Whether you’re hosting competitions, contests, or giveaways, or if you’re producing original & relevant content, there is a time and monetary commitment to producing this. You need to be doing something to engage your followers and attract new ones – at the very least this takes time to plan, write, and monitor – and coupling your social media with events or an advertising campaign is essential for success.


2. Social Media is just for kids.

Back in the days when MySpace was king and college kids just started hearing about that face-thing, this was pretty much true. However, the greatest growth demographic embracing social media is 35-54…and they are active on this platform. While the shift has gone 100% from party pics to baby photos – your target customers are the ones engaging at a much higher rate, and spending just as much time, as youth on social media.


3. People will follow me because of my _____.

It’s a bit of an oxy-moron, but the focus of your page needs to be on your followers, not on you. If you ever thought that no one would care about your business, you’re forgetting what attracts customers to your door in the first place. You provide a service that’s desired – you can do the same thing on social media. Produce relevant content that your target customers will find useful, and you’ll create an on-line brand that’s known, liked, and trusted, whether you’re ESPN, an airplane manufacturer, or an office supply company.


4. I don’t want people posting on my page.

 While it’s important to exercise control over your public image, this is one of the biggest mistakes a company can make when starting, or maintaining, their social media. Social media is exactly that – social. Social Media pages are effective for businesses because interaction between users is what gets shared to other followers, and what exposes your business to new potential clients. You can still monitor and delete unfriendly and unfair posts/comments, and these will happen, but it’s a risk you take giving your business public forum. The advantage is that you control the playing field; you get to ignore/hide nasty comments, while focusing the conversation and content to benefit your business. Comments and shares spread the message – let your customers do the heavy lifting for you.


5. Just make the intern do it.

Social media is the public presence for your brand. Unlike a website, in-store, or TV commercial, this is the only medium where you get to have a publicized rapport with your customers. This is your opportunity to show the public how service-oriented or how professional or knowledgeable your business is by delivering fast, intelligent responses to public inquiries. Doing this properly will allow you to reverse some per-conceived notions about your company, or strengthening the positive aspects of your brand. Either way, it’s an important opportunity that should be controlled by someone experienced with your company. Sure, the intern might teach you a thing or two about Facebook, but it’s all in the message that gets sent out - quality content is what brings your brand into the limelight.


Following this advice can keep you from avoiding the pitfalls that make social media an unsuccessful endeavor for a company or marketing firm. Give people a reason to interact with you by providing relevant, useful content, and you will become known, liked, and trusted by current and potential customers. The risks associated shouldn’t dissuade you from using this media – companies today have an opportunity like never before to hear exactly what their customers want…all you have to do is listen.
 
If you’d like to learn more about how to run social media with your brand, call us at 480.502.6852…we’ll show you how to get this done.