Like any main advertising technique of the previous decade, social media has had loads of time to build up some huge myths.
And even though knowledge has disproven quite a few advertising myths immediately, some entrepreneurs will nonetheless maintain onto a couple of, just because it is laborious to maintain up-to-date on what's actually occurring with social media.
To show you how to separate reality from fiction, I put my MythBusters hat on and drudged up a number of the most typical social media myths on the market. Let's dive into some social media myths we have all most likely heard from colleagues or associates and why it's essential go away these outdated methods of considering behind.
20 Social Media Myths to Leave Behind in 2022
1. My clients aren't on social media.
In 2021, over 3.7 billion folks worldwide are energetic on social media. Today, it looks as if there is a social platform for every little thing and everybody. While household and associates join on websites like Facebook, Instagram, or Twitter, professionals are networking on LinkedIn.
Odds are, at the very least one social media platform has an viewers that may align along with your model. Not positive which one is the very best for you? Check out this weblog put up to discover which social platform(s) are best-suited on your model — and which most likely will not work on your wants.
2. You ought to be part of each single social media community instantly.
Just as a result of I can title numerous social networks, it does not imply I ought to arrange a profile on all of them.
By all means, analysis different social networks. Set up an organization profile or web page and provides 'em the outdated school attempt. But you could discover that some aren't actually value your time. If that is the case, take into account eradicating your profile and transfer on. You ought to solely commit time and assets to the platforms that align most along with your viewers and advertising techniques.
The finest entrepreneurs use knowledge to establish which advertising actions yield the very best outcomes — if a social community is not serving to you out, lower it unfastened.
3. Pinterest is just for B2C organizations.
Pinterest is completely superior for B2C entrepreneurs, to make sure. But normally, when somebody says a channel is just for B2C, the B2B marketer in me takes that as a problem to show it is not so.
Turns out a few of my colleagues really feel the identical method as a result of considered one of them wrote a whole information to utilizing Pinterest for enterprise. You may also take a look at the accounts of manufacturers like GE, Microsoft, Econsultancy, and yours actually for some B2B Pinterest inspiration!
4. You ought to solely attempt to get followers and followers that may turn into clients.
Quality is vital, sure, however do not underestimate the ability of a giant social attain. Remember a few of these factors subsequent time you bemoan buying a fan or follower that lives outdoors of your gross sales territory or goal demographic:
- More followers and followers means you are having access to their followers and followers.
- If they're an influencer, their clout transfers to you by affiliation.
- When they share your content material, your web optimization improves.
- They should refer enterprise your method.
Of course, that does not imply you should not additionally goal a particular, high-converting viewers in your social channels — to determine your perfect target market on social media, take a look at this put up.
5. You ought to solely schedule posts in the course of the workweek.
While you should not pressure your social media supervisor to work on the weekends, you definitely can schedule posts or launch social media advertisements on the weekends forward of time — and, relying in your viewers, it could be a good suggestion.
Of course, you will have to establish when your viewers makes use of sure social platforms essentially the most. While pique social media engagement occasions happen across the center of the week, most platforms even have excessive engagement occasions in the course of the weekends and evenings as properly.
6. You'll have wonderful social media engagement in case you ask your family and friends "Like" each put up.
You cannot simply have your mother and uncle Like each put up you set up on Facebook. Although it would really feel such as you see numerous posts that your mates or members of the family like, Facebook and different social media algorithms are a bit extra subtle than that in terms of figuring out which posts get seen.
To get social media feeds to favor your content material, you will want a selection of individuals interacting along with your content material — each to develop your attain, and to point out up in customers' information feeds.
So, somewhat than encouraging simply your mates or members of the family to Like or coronary heart your posts, encourage your followers to Like, remark, or share to encourage additional dialogue and unfold your model consciousness.
7. You have to reply to social exercise instantly.
There's little question a speedy response is appreciated, nevertheless it is not at all times required. People perceive that you just're operating a enterprise. There are different issues occurring. If you get again in a well timed method, however not in mere seconds, it is alright.
There are exceptions, after all. For occasion, Verizon runs a couple of Twitter accounts. One is @VerizonSupport. While Verizon will share weblog posts and academic advertising supplies on this Twitter, it additionally makes use of it to reply to questions or considerations from prospects or clients.
Because Verizon's help account is for customer support somewhat than advertising, reps who handle this channel must be responding instantly to inquiries.
Another instance may very well be in case you're operating a social media account that receives a criticism that's public to all customers and will damage your credibility. In that situation, you need to seek the advice of your service workforce as quickly as potential and write a considerate reply that reveals you are taking the suggestions critically.
8. Social media is solely about participating dialog — and never a spot to share branded content material.
It's not that conversations aren't vital. You cannot simply ignore your followers. But, whereas it is helpful to stimulate conversations and discussions along with your viewers, it is not the one level to social media advertising.
Aside from permitting you to nearly join with folks, social media is a lead generator, a non-organic visitors software, and an important place to share your finest content material.
If you publish priceless posts, they won't at all times stimulate dialog, however they may lead folks to your web site and merchandise.
9. Social media advertising techniques do not drive bottom-line outcomes.
Piggybacking off of the final delusion, you'll be able to truly generate worth past simply "engagement" and "brand equity" from social media. Social media drives leads and clients, interval.
Don't consider me? Here are a couple of stats you need to know:
Ultimately, significantly by way of promoting or influencer advertising methods, social media could be a viable alternative for growing gross sales. (Just test my checking account each time I scroll Instagram and "Swipe Up to Buy".)
10. It seems cheesy to appear relatable as a model on social media.
The content material you publish on social media ought to at all times preserve your target market in thoughts — however that does not imply you'll be able to't additionally publish content material that reveals your model's character. Or, frankly, even your group supervisor's character.
There are folks behind your organization; do not be afraid to point out that with your personal particular model of humor, footage of those who work at your organization, and hyperlinks to information content material that you just discover significantly entertaining ... even when it is not instantly associated to your business.
11. Hashtags are important for each put up.
You know these tweets that appear to be this?
Love this text on #socialmedia #advertising that talks about #pinterest and has a picture of a #pet #lol
The level of hashtags is that they be part of collectively frequent dialog threads. So whereas it is good to have a hashtag for an occasion, like a webinar or a commerce present, do not lose your thoughts if it would not turn into a trending subject. It's not essentially going to blow your leads objective out of the water if it does ... consider hashtags as a technique to be extra user-friendly for these following the hashtag, not a technique to make all of your advertising desires come true.
12. Social media monitoring takes perpetually.
One social media monitoring situation: Glue your eyes to your pc display screen, open 5 tabs for every of your social networks, chug three espressos, click on between tabs, and hit refresh like a maniac.
Alternate social media monitoring situation: Use social media monitoring software program that alerts you when vital phrases are talked about; test again to your accounts briefly each hour or two to see if it's essential reply to anybody, observe somebody again, and so forth.
That second one takes you, in combination, perhaps half-hour a day. No huge deal. Everybody breathe. Everything's gonna be alright.
13. Social media managers must be new graduates or have years of expertise.
This is not only a delusion. It's truly an ageist principle that must be fully deserted — if it hasn't been already.
Being good at social media advertising, or any job for that matter, has completely nothing to do with how younger or outdated you're. You can be taught the instruments and methods at any age, and make errors at any age, too.
Instead of contemplating a social media supervisor's age vary, search for the candidate who's each artistic and analytically-minded sufficient to handle your presence. To be taught extra about rent the very best social media supervisor on your model, take a look at this put up.
14. Only younger folks use social media.
Think that the one folks on social media are Gen Z and millennials? Think once more.
Consider this: 40% of web customers age 46 to 55 are on LinkedIn by the tip of 2020; roughly 55% of Facebook customers are over the age of 35 as of 2021; and in 2020, over 70% of 45-64-year-old U.S. web customers watched movies on YouTube.
More than possible, your viewers (at any age!) is on social media — the secret is determining which one they like essentially the most.
15. Newer platforms, like Snapchat and TikTook, aren't value taking critically.
Snapchat and TikTook are each cellular social media apps which have pulled in millennials and Gen Z on account of their distinctive platforms. While Snapchat thrives on ephemeral content material, AR filters, and Bitmoji options, TikTook highlights goofy, enjoyable, or musical 10 to 60-second movies just like Vines.
Despite the truth that these platforms pull in odd content material created by customers, it would not essentially imply that manufacturers cannot use the apps to realize credibility and consciousness.
At this level, a plethora of manufacturers — from publishers to B2C firms — have created profiles or advertisements for TikTook. One of essentially the most shocking and oldest manufacturers to construct a TikTook technique is The Washington Post. Although the publication has a really formal social media presence on different platforms, they use TikTook to spotlight the humorous, but human, facet of working in a newsroom.
Similarly, quite a few bigger companies have additionally launched paid promotions or long-form Stories on Snapchat Discover. To be taught extra about these firms and the content material they've launched, take a look at this weblog put up.
At this level, you'll be able to definitely take any widespread social media platform critically. But, as we famous when debunking earlier myths on this put up, you need to establish which platforms finest match your viewers and your targets earlier than spending money and time to construct a method for them.
16. You do not have sufficient content material to have a social media channel.
The factor with social media is that it strikes actually quick. What's posted immediately may very properly be forgotten about tomorrow. It's straightforward to think about this as an issue by saying, "I don't have enough content to post." But, alternatively, you would simply repurpose content material or re-share nice content material recurrently.
According to HubSpot weblog analysis, 91% of entrepreneurs surveyed say their firm re-purposes content material throughout numerous social media channels.
If the subject your put up discusses is evergreen, it is going to virtually at all times be helpful, even in case you repurpose or repost it later. This does not imply you need to share the very same hyperlink and replace commentary day after day, but when a couple of weeks go by and also you need to re-promote one thing, go for it. Just do your loyal followers a favor and discover a new attention-grabbing nugget of knowledge to name out in your replace.
17. Social media offers folks a venue to publicly bash your organization.
The fact is, offended clients have already got loads of venues: phrase of mouth, Google evaluations, Yelp evaluations, and lots of different locations on the web that may permit them to present suggestions after they aren't blissful. Not making a Facebook web page merely for concern of detrimental suggestions is not defending you from an offended wrath.
Instead, get forward of the dialog by being conscious when detrimental evaluations are going down, studying them, responding to the shopper, and developing with options for his or her issues. Additionally, when clients are happy, encourage them to share their optimistic tales.
18. Social media is simply too "fluffy" to have strong metrics round.
Again, social media is not about fluffy issues we talked about earlier, like "brand equity" and "engaging conversation."
Yes, these issues occur, nevertheless it does not imply you'll be able to't measure the effectiveness of your social media actions.
With HubSpot advertising instruments, you'll be able to establish precisely how a lot visitors social media drives to your web site, what number of leads social media generates, and what number of of these leads turn into clients.
From there, you'll be able to even calculate issues like the typical cost-per-lead and buyer — throughout particular person social media networks, and in combination — similar to you do with each different advertising channel (proper?).
19. Social media is totally free advertising.
It's free to hitch, nevertheless it's nonetheless a useful resource funding. Even in case you are posting without spending a dime, you will possible have to pay an worker to handle your channels and construct methods. And, as your social media technique grows extra profitable, you may determine to up money and time investments.
Luckily, social media continues to be some of the reasonably priced methods to spice up audiences, model consciousness, and in the end leads. This makes the funding value your whereas.
20. It's finest to stay with the identical social media methods which have labored up to now.
According to a survey of over 1,000 entrepreneurs for the HubSpot weblog, 80% of respondents stated their firm’s social media technique could be altering from 2021 to 2022 – and for good purpose.
Social media platforms are consistently altering, and recycling the identical targets time and again may very well be doing all of your firm a disservice.
For instance, in 2020, Instagram launched its Reels function to present customers a short-form video possibility harking back to TikTook. By mid-2021, the platform introduced Reels could be prioritized in its notorious algorithm and could be pushed to wider audiences over static picture posts.
Companies that had been nonetheless counting on an early 2020 technique that didn’t embody Reels or short-form video could miss out on a superb alternative to get their content material seen by a wider viewers.
The social media methods that labored up to now will not be efficient immediately, and social media groups that may stay agile and able to pivot could also be in a greater place to reach the ever-changing social media panorama.
Navigating Social Media Marketing
Now that you have realized concerning the falsehoods and myths behind social media, it is time to begin wanting on the precise research-back techniques that might make your model profitable on a given community.
For extra knowledge that backs why you want a social media advertising technique in 2022, take a look at this listing of stats. For tactical recommendation on numerous social media techniques and platforms, learn our Ultimate Guide to Social Media Marketing.
Editor's Note: This put up was initially printed in October 2012 however was up to date for comprehensiveness and freshness.