Social media has the potential to transform a business, organisation or even an individual. We have all seen the stories about how a campaign or story can go ‘viral,’ suddenly being shared and reaching many thousands, if not millions.
Clearly, social media marketing has become a crucial part of many organisations’ marketing strategies, but there are still some unhelpful myths around to catch out the unwary. Here are five such myths that are worth debunking.
1) A Campaign That Doesn’t Go Viral Has Failed
As discussed above, some would think that a viral campaign is all that matters. It isn’t. Almost all very good campaigns will not go viral. In fact, this is not really a helpful way to think about social media. Good social media isn’t really about one-off, big campaigns and a big bang approach. Instead, it’s about organically growing your audience and building lasting relationships. Social media is a great way to do that.
2) My Customers Don’t Use Social Media
Yes, they do. Around 56% of people over 50 who are online use Facebook. All sorts of demographic niches are using all sorts of social media. Your challenge is simply to find and engage with them and a good social media campaign will help you do that.
3) Twitter Is Just For Big Brands And Celebs
OK, so you’re not Stephen Fry. But you don’t need tens of thousands of followers to make Twitter work for your business. Well-timed and considered tweets to a small but focused following can be extremely valuable. Just remember to regularly search for mentions of your company or products, and engage with that audience with tweets that are relevant and not entirely self-promoting.
4) Facebook Is Just About Collecting ‘Likes’ Not Gaining Customers
In the early days of Facebook, advertisers jumped into this new platform without really understanding it, or even setting proper objectives. It was unsurprising, then, that such woolly objectives were often not met and Facebook’s reputation as an advertising medium suffered somewhat. This need not be the case. Lessons have been learned and a proper Facebook presence can really help expand your customer base, and build loyalty with existing customers.
5) OK, Facebook Is Great: Let’s Post, Post, Post
Let’s not. Too many posts can lower your like average, and Facebook’s algorithm could penalise your posts. Aim for no more than one a day but make it engaging, preferably with pictures and/or links, which have better engagement rates than just text.