There’s a lot of talk about what social media can and can’t do for businesses, but I’ve noticed a lot of people are misinformed about social media. Most of this social media noise isn’t even helpful and often leads to strategists thinking they know something and ending up being miserably wrong. The only truth to social media is that it keeps changing and we need to adapt to those changes. Here are four social media myths you can’t afford to fall for:
More followers = more sales. Highly targeting and engaging with a small handful of followers can be much more beneficial than hundreds of disengaged followers. In fact, Finect, a financial advisor network, found out in a survey that social media users care less about the number of followers a company has and are more interested in the content being shared.
Facebook is free advertising. We all wish it were free. This is one of the most common social media myths I’ve ever heard. Years ago, this was true, and people have failed to realize that this has changed. Facebook Pages made it possible for brands and companies to connect with the masses without losing a penny, but that’s since changed. Organic reach is on a decline and if you want to reach a certain demographic, you’re going to have to create an off-the-charts brilliant piece of content or spend a bunch of pretty pennies on Facebook. Or both.
Instagram is only for photo sharing. False. Instagram is actually a great e-commerce opportunity in most markets. Small retailers are seeing a 25 to 40 percent of their daily sales coming from Instagram while larger brands are using the platform to promote new product lines and even connecting with consumers by inviting them to join photo contests. Every brand has a story and Instagram can help tell it.
You don’t need to be strategic. Sure, social-media marketing sounds like a blast, but, like any good marketing campaign, it needs a strategy. Brands should be creating social-media policies and a social-media strategy. Taking time to think goals through, build new networks, monitor the online interactions between followers, and evaluate the value of this activity will create stronger results for the brand’s future.