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As a social media manager, I run into a lot of urban legends that business owners have heard about social media marketing.
I mean a lot.
Since social media is a relatively new advertising and marketing platform, it’s understandable to have doubts and questions.
Is this a fad? Am I wasting my money? (No, and No.)
Skepticism is a great human trait. If you’ve never been skeptical of anything, chances are you possess 8 ShamWows, 16 types of “fat-blasting” supplements, and a very sad savings account.
So to help you navigate through that social media skepticism, we decided to create a list (and an amazing infographic) of the most common social media myths. Then we busted through them.
Top Social Media Marketing Myths
Social Media will immediately increase leads and sales.
Is it feasible?
Will every single company see an immediate uptick?
For e-commerce companies, social media is a flowing river of gold for increasing sales. With the addition of buyable pins, shop tabs on Facebook, and other fantastical plugins, social media has become its own marketplace.
For service-based companies, generating sales isn’t the primary goal. How many times have you been browsing social media, seen an ad or a post for roof replacement, and immediately thought,
“YES. I NEED A ROOF REPLACEMENT RIGHT NOW. HONEY, GET MY CREDIT CARD.”
Unless you’re filthy rich or completely irresponsible, the answer is zero. Zilch. Nobody does that.
For service-based companies or businesses with a higher product price, the main goal for social media is brand awareness and customer retention. In time, you will see your leads and sales increase, but it isn’t shouldn’t be your make-it-or-break-it-metric.
There’s no point to doing social media, my company isn’t social-media friendly.
False. Every company is social media friendly. The tough part is creating the right message and targeting the right audience.
Take TurboTax, for example. You can’t get more boring than taxes. But through highly-targeted content and simple, eye-catching images, the brand has cultivated a huge social media following. Customers nowadays expect companies to be on social media, so don’t let them down.
My company is doing just fine without social media.
This notion may help you sleep better at night, but I’m sorry to tell you that you’re wrong. Here’s why:
78 percent of the United States population is on social media. Chances are your target audience is part of that 78 percent.
At least 81 percent of consumers say they are influenced by what their friends say on social media about a product. That makes social media extremely powerful.
For example. You’re an HVAC company, and one of your service techs is rude to a customer. The customer goes to Facebook and posts on their timeline about the crappy service. If that person has 1,000 friends, and 2 – 8 percent of those friends (the average percentage of friends that see your post organically) see the angry post, that’s between 200 and 800 people that may now have an unfavorable view of your company.
Engaging in social media now prepares your company for the future. Over 90 percent of young adults ages 18-29 use social media, and as they age it will only gain more importance.
Another consideration is your competitors. While you do what you’ve always done your top competitor has four social media accounts, an engaged audience, and ranks higher than you do in search results.
Social Media is a fad.
Just like the internet was a fad, too.
Managing multiple social media accounts is easy, I can do it myself.
A successful social media campaign takes careful planning, coordination, targeting, and time. In fact, 43 percent of small businesses spend 6 hours or more per week on social media. If you’re a busy company owner or professional, that time is better spent running your business.
Anyone on my staff can manage my social media channels.
Just like with regular marketing, executing a successful, goal-driven plan takes expertise and training. Understanding the buyer’s cycle, the newest features, and backend technical functions are necessary to really take advantage of social media. If you don’t trust just anyone on your staff to devise, create, and launch a detailed digital marketing plan, why would you do it for social media?
My company only needs a Facebook profile.
False. The average social media user has more than 5 accounts. To gain maximum brand awareness efficiently we recommend picking 3-4 channels that resonate the most with your target audience.
Should I Hire a Social Media Marketing Company?
It would certainly make your life easier. The best social media marketing companies will tailor a plan best aligned with your goals and your target audience’s behaviors. With advanced analytics technology, the right social media campaign manager can provide you with a comprehensive plan. Usually, these plans include a budget for visually stunning creatives, social media market research, and brand monitoring.
Did you know that most customers expect a response from social media messages within an hour? A social media manger will be on top of it, while you may have tasks that take priority.
If you have the resources, the time, and the know-how, you can certainly run your own social media campaigns, just like you can fix your own car. Not sure if you’re doing it right? Contact us for a free social media analysis! We’ll comb through your profiles and provide feedback on the best course of action for your business.
About The Author: Betsy is Blue Corona's in-house Digital Marketing Specialist. When she’s not directing Blue Corona's corporate digital content campaigns she’s urban exploring with her wife, diving into the latest marketing trends, or teaching horseback riding lessons. Twitter: @educatedbets
View more blogs by Betsy McLeod