When discussing social media marketing with potential clients, I often have to address some misconceptions they have about social media marketing.
Here are the 35 common misconceptions about social media marketing that I come across.
1. All Social Media Platforms Are the Same
Each social media platform has its unique characteristics and a specific audience they serve.
You must find out on which platform majority of your audience hang out and be active there.
2. You Need to Be on Every Social Media Platform to Make an ImpactYou don’t need to be on every social media platform under the sun to make an impact. Click To Tweet
Use data from your Google Analytics to see which social network(s) is driving the most traffic to your website. Be active on those.
3. Social Media Is for Teenagers
Nope! Social media is not exclusive to teenagers — social media cuts across various demographics.
No matter how niche your business is, you’ll find an engaged audience on social media.
4. Social Media Is Not Relevant to Your Industry
I’ve heard some business owners in the construction industry telling me that social media is not relevant to their industry.
Not true! No matter how niche your industry is, you’ll find a population of interested persons.
5. Social Media Is Free!
Nope! Ask Facebook page admins about how Facebook is bombarding them to boost their posts for their fans to see.
Check out this article on what might be the future of your Facebook page.
Other platforms are promoting their various advertising solutions too.
6. You Can’t Measure the ROI of Social Media
If you don’t know how to measure your ROI on social media, that doesn’t mean you can’t.
You need to contact a professional social media marketing agency to help you out.
7. The More Hashtags, the Better
Not always. On
8. Social Media Is Time-consuming
To an extent, social media is time-consuming if you don’t have the right tools, a content calendar and strategy on how you’re going to use social media marketing in your integrated marketing communications (IMC) plan.
9. Negative Comments Are Not Good for Your Business
All comments are welcome! The thing with negative comments is to answer it fast. Steer their remarks to an offline channel for resolution.
But acknowledge the resolution in an online channel.
10. You’ll Never Beat Your Competitors at Social
Social media marketing offers a level playing field for all participants.
You must be very creative. And think outside the box. Creativity will make you leave your competitors in the dust as regards social media marketing.
11. Quantity over Quality When It Comes to Content
Nope! Always go for quality over quantity every time! These days social networks are encouraging their users to post excellent content.
Content is king on social media. Remember that!
12. Social Media Marketing Is a Fad
Social media marketing is not a fad. It’s here to stay. You need to wake up to reality and stop procrastinating.
Get a social media marketing plan in place as part of your integrated marketing communications.
13. No Need to Integrate Social Media Marketing into Your IMC Strategy
As I mentioned above, do not place social media in a silo.
It needs integrating into the IMC strategy of your organisation for best results.
14. Social Media Is Only Useful for Marketing
Social media is not only useful for marketing, its helpful for customer service; it’s useful for research and development. And in emergencies too!
15. You Don’t Need Social Media If You Do Your SEO Right
Granted, if done right, SEO (search engine optimisation) is mighty in growing your business online and making you more successful.
But the truth is these days; social media has a vital role to play in achieving good SEO.
16. Post the Same Content to All Your Social Networks
Posting the same content to all your social networks might look like the easy/lazy way to go about social media marketing (more so when you are starting). But for best results, you need to do the exact opposite as discussed in this post.
A couple of months ago, I wrote this article on this topic.
17. Social Media Is a Regular 9-to-5 Gig
If you’re looking for a regular 9-to-5 job, then, social media marketing is not for you.
Social media never sleeps! You never know when someone might post something about your brand that demands your immediate attention.
You must always be ready 24/7 to discuss anything related to your brand. Then you will not find your brand trending for all the wrong reasons.
18. The More Followers, the Better
This belief is not correct. It’s the more quality followers, the better.
The key is to gather quality followers interested in your industry, brand or topic of discussion.
The more quality followers and influencers you have in your community, the better.
19. The Shorter the Post, the Better
Granted that the attention span of most people has dwindled because of all the hustle and bustle of life.
So, people don’t have much time to spare for reading lengthy articles online on small devices.
But this doesn’t translate to the shorter the post, the better.
It all depends on the topic you’re covering. If the issue is a technical one that demands a lot of data and research, then you’ll need to do a long, in-depth post.
But if it’s not, then you can get away with something short and scannable. Shout out to Shola Ademuyiwa for inspiring this point.
20. Google+ Is Not Relevant
From time to time, we hear the critics say Google+ is dead. Google+ is not the most comfortable social media platform to crack. Even for us too. That’s because there are a lot of specialist communities on that platform. You need to study your audience on Google+ very well to know how to grab their attention. But being a product of the search engine giant Google, it helps to curry their favour by having an account.
21. Don’t Share Other People’s Content
If you’re new to social media, you’ll be tempted to share only content that’s centred all around your brand. How fantastic your brand is. Blah, blah, blah.
But if you are advancing in social media marketing, you’ll come to realise that sharing other people’s content shows you as an authority in your field.
22. Social Media Marketing Is a Hobby Not a Proper Career
I don’t quite get it when some people still think that social media marketing is just a hobby. These days it’s a recognised full-time career.
Social media marketing is serious business, and big brands worldwide are spending vast sums of money on social media each year.
23. You’ll Not Have Content to Share
There is a tonne of content all around you. You need to use your analytics to find out the type of content your audience likes and give it to them. Such as video, infographics, podcasts, blog posts, live videos, etc.
24. You Only Need a Facebook Page for Social Media
Facebook is a social media behemoth no doubt. But there are loads of other social media platforms available that people use.
The truth is you don’t need a Facebook page for social media. You need much more.
25. Your Target Audience Is Not on Social Media
Humans, by nature, are social. And your customers are humans, and social media is about humans. Do you get the point?
You will find your customers on social media. You need to know where to look for them and how. If you need help, hire a social media marketing agency.
26. It’s a Waste of Time
If you’re not doing it right, then it’s a waste of time. But if done right and as part of an integrated marketing strategy, then it will not be a waste of time.
27. Nobody Pays Attention
This lack of attention boils down in part to your followers in your social media community. If you have targeted the right followers, then they will pay attention to your content.
28. Cross-posting Content Is Complex
If done manually, it’s complicated. But with the right tool, then cross-posting content will be a breeze.
29. You Don’t Need a Strategy or Content Calendar
Having a robust social media marketing strategy and a well laid out content calendar is essential. These are some things that separate the professionals from the mediocre in social media marketing.
Getting a good ROI on your efforts in social media marketing requires planning and strategy. You can’t always post and pray.
30. Regardless of Whatever You Share People Will Always Follow and Engage
People value their time, so if you’re posting crappy content, they will not engage, and they will unfollow you.
31. Social media is only suitable for personal and B2C brands
Granted, some platforms like Facebook seem to favour B2C brands better than others. But this doesn’t mean that social media is suitable for personal and B2C brands.
Platforms like LinkedIn and Xing are suitable for B2B brands too.
32. Any Social Media Site Will Do. Pick One
Picking the right social media site is where being strategic comes in. You don’t choose any social network and hope for the best.
You need to do your research and know which social networks your target audience favour above others. Then be active on those specific social networks.
33. It’s Exclusive to Weekends (or Weekdays)
As mentioned above, social media never sleeps! So you must be available every day.
Use the data from your network’s analytics (where available) to see which days your community are more active on the social network. Then be ready to engage your audience in productive discussions on those days.
34. B2B Brands Are Boring on Social
The fact that you’re a B2B brand doesn’t mean your content always has to be techie and boring.
From time to time, you can lighten things up and show the human or funny side of your brand. Be true to your brand’s DNA.
35. Doing Social Media In-house Is Best
Don’t deceive yourself if you know that you don’t have the time and resources in-house to invest in social media marketing. Then you are better off outsourcing to a social media agency.
Granted, doing it in-house is ideal, especially if you have the necessary tools and resources.
But the reality is that in this life you don’t always get what you want.
Over to You
These are the 35 common misconceptions about social media marketing that I encounter when discussing with existing and potential clients.
Are you having any of these misconceptions too? Share your thoughts in the comment section below.