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!
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