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5 Common Misconceptions About Social Media – and Why They Are Not True

September 6th, 2012 ::


Because using social media for marketing is still a relatively young practice, many misconceptions about it continue to float around out there.  Here are 5 that I hear all the time, followed by the truth:

1. Social media cannot be used in my industry

Uh, really? Why not?  Your customers are people, and chances are they are already using Facebook and LinkedIn – and maybe Twitter, Instagram and Pinterest too.  Instead of making broad assumptions, get online and spend 30 minutes searching topics and keywords that are industry-specific. You might be surprised about who is talking about what.

2. My business is too boring to be good at using social media

Yes, it is much easier to come up with fun status updates, contest ideas, photos and videos if you are a salon and spa rather than an industrial metals manufacturer.  So get creative! Ask, “What does my target audience care about? How can I engage them with photos, videos, contests and games?”  For example: your employees could do a spoof on a song, changing the words so they are related to your company or industry.

3. Success is measured by quantity (of blog comments, Twitter followers – you name it)

Measuring the effectiveness of your social media marketing efforts by tallying up the number of comments your blog gets, the number of Twitter followers you have, or the number of times a photo is shared is wrong in so many ways.  What you need to be measuring is the number of leads you are generating, the quality of the leads, and how many are converting into customers. Customers, not popularity, are what pay the bills.

4. I must have a presence on every single social media network

This is only true if your target market is active – in large numbers – on every single social media network.  They probably are not.  Find the 2 or 3 networks with the most activity, and focus on those.

5. I don’t have time for social media

You probably do, actually, and that is because being active is not that time-consuming.  Just as you devote time to checking email, answering customer queries and keeping up with industry news, you can carve out some time for social media.  Set aside 30 minutes to plan out an editorial schedule and decide what you will post when.  Once you do that, you will probably only spend 15 or 20 minutes total on your social media accounts every day.

What other misconceptions do you hear about social media?  Share them below!

Image courtesy of brainwormproductions.com

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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Posted in Marketing, Social Media | 9 Comments »

  • Anthony Arce

    I really enjoyed your post I guess you can say is that I’m guilty of some of these misconceptions lets talk about number three I don’t get a lot of comments on my blog or a lot of tweets in my tweeter account but like you said its the customers, not popularity that pay the bills. Nice job!

    • Anonymous

      Thanks Anthony!

  • http://www.facebook.com/johnakrantz John Too Tall Krantz

    Quite informative. I promote music. Very nice.

  • http://twitter.com/Ruby_Barnes Ruby Barnes

    Yep, some good truisms there. Number 3 is paramount. Unless traffic converts to customers it’s just a beauty contest.

    • Anonymous

      Ruby, “beauty contest” is a great analogy!

  • Leonard Rattini, CCP

    Here’s my professional about media web sites as well as many other sites too, that it takes a rocket scientist to dig into all the features their applications present. I’m registered as a “CCP” and worked in the computer software field for 30-years of which the last 23-years was with Caterpillar (an international company) who sends me my retirement benefits every month. I don’t say that to brag, but to say I wouldn’t have been on their payroll if I didn’t know my stuff. That along with my certification gives me the authority to say what I’ve said above. I can take the time to dig into a site to figure out what they accomplish, but I, as well as other users, shouldn’t have to do that. I don’t want to spend the time to dig. I could say more, but I’ll stop for now.

    • Anonymous

      Ha, yes, that is so true Leonard! Many are needlessly complicated. I think Twitter is pretty easy, but Facebook – forget it. You really need to spend a lot of time on it to get a handle on all the features.

  • Leonard Rattini, CCP

    I said I could say more, so here’s a little more. Most applications think their site is the only one we users use. If that were the case I’d know how to use the one application’s every feature by memory. Since I use many different applications, there’s no way I’m going to know how to use all my applications every features. I have a way which is called user documentation which I have to do to know what and when to do those every features. Note I said “I have to do” because most applications don’t writer user documention. Those that do, do a lousy job. But there’s more like I said, as to poor designed applications.

    • Anonymous

      I think it boils down to not enough user acceptance testing. Would you agree?