Social Media • October 2017
Social Media” (Darth Vader voice) is that buzz word that you just can’t avoid. To some, it’s the pinnacle of their marketing strategy and to others, it can be scary and unpredictable. Regardless of how you feel about social media, it isn’t going anywhere anytime soon and can be an extremely powerful marketing tool if used correctly. Instead of being overwhelmed or jumping on the bandwagon of every new social media trend that hits every hour, let’s take a second and get back to the basics of why social media is important for your brand and debunk some of those social media myths that hold back businesses.
“Ideas are easy. Implementation is hard.” – Guy Kawasaki
Myth #1: I have to be on EVERY social media platform to be successful
Don’t buy into this! There are tons of social media platforms out there and more being created every day. This doesn’t mean you have to be on every single one. Every social media platform has a purpose and is designed to reach certain audiences based on its capabilities. If you are a power tool company targeting male buyers, then your time and budget won’t be best spent on Pinterest, as the majority of its users are women between the ages of 18 and 49. Remember, time is money people and if you’re guilty of being on too many social platforms, maybe it is time to re-evaluate. Need help deciding which platforms are right for you? Here’s a great infographic that tells you where your audience is hiding on social media.
Myth #2: Social Media is just for Millennials
“I don’t understand that social media stuff” or “I don’t do social media” are things we hear from our clients all of the time, but whether or not you understand or “do” it, a lot of others DO and they aren’t just Millennials. 62% of people 65 and older use Facebook and 40% of Facebook users are over the age of 35. So, unless you want to miss an opportunity to reach your customers directly through a measurable outlet, we suggest you be like the Sugarhill Gang and “Jump on it“.
“99% of people don’t market in the year that we are actually living in.” – Gary Vaynerchuk
Myth #3: Likes & Follows are all that matters
Likes and follows are important because the more you have the better your reach which in turn increases engagement and so on. BUT they aren’t all that matters. Having 50 quality followers who are actively engaged and interested in your product or service is far better than having 1000 uninterested, random followers. Don’t even get us started on paying for followers. JUST SAY NO! It is best to gain followers through interesting content that appeals to your target audience: those that are most likely to use and/or buy your product or service. Those are the people that are going to engage and become ambassadors for you, not those randoms you paid for through some bobo service that mainly gives you follows from spam accounts.
Myth #4: I have to post ALL OF THE TIME to be successful
Ever have one of those friends that just talks because she likes the sound of her voice? And then you’ve got the quiet one that doesn’t say much, but when he/she does EVERYONE listens. Ya, be more like that second friend in your social media strategy. Don’t clog people’s feeds with crap just to say you post twice a day on Facebook. Post content that is helpful, informative and/or funny and post during the times that make sense. Lastly, don’t be afraid to add a call to action. Like what you see? we’ve got more here! See what we did there?
Myth #5: I can schedule my content and be done with it
Sure, there are great social media content management tools out there. We’ll even tell you our favorite, but they aren’t the end all be all for social media management.
“Content has no economic value unless it’s shared and it’s acted on.” – Mark Schaefer
Social media isn’t just about selling. It’s about helping through engagement and storytelling. It’s even a great way to spy on your competitors! So go ahead, schedule away, but make sure you are actively engaging with your audience on a regular basis to develop relationships. Social media is a direct way for your audience to tell you how they feel with likes, shares or even better through comments and messages. If they took the time to tell you, make sure you take the time to respond. And be prepared to change your scheduled posts based on what you find.
Myth #6: I can share the same content across all platforms
This brings us back to Myth #1 where we explained that each social network has its own unique features and caters to different audiences. So, if you’ are sharing the same post across all social platforms, you’re missing the point. We’re sure you’ve heard the saying “Content is King”. It is and different audiences may require different content that is catered to their specific needs. You are selling the same product or service, but delivering the message in a way that resonates with that audience.
Let’s go back to the power tool example. If you are selling your new Super Duper Drill 5000 to the man who loves DIY projects around the house you might push out a video ad on YouTube that shows all of the ways he can use it along with its 30 unique features. Now, imagine it’s close to the Holidays and you’re trying to convince a woman to buy her man your Super Duper Drill 5000 because it is going to make her “wife of the year”. She won’t care about all of its 30 unique features. She just wants to know that buying her man this drill will for sure put her in the running for that new piece of jewelry she’s been eyeing. Hey, the Holidays are right around the corner…
Myth #7: I have to use an EXCESSIVE amount of hashtags to be effective
Oh, you mean the pound sign…That pound sign followed by a keyword allows social media content to be categorized and easily found. Not every social platform uses hashtags, but most of the major players do and can be effective if used correctly. First, limit the “#” of hashtags you use to avoid looking spammy. For example, Twitter should have no more than 3 hashtags in a post, whereas Instagram allows up to 30. Follow these hashtag basics for Instagram to avoid looking spammy.
Second, it’s all about using the right hashtags and do your #research because using one incorrectly can be detrimental to your brand. Remember when Margaret Thatcher passed away in 2013? Well, the #nowthatcherisdead intended to mean Now Thatcher is Dead was misinterpreted by Cher fans all over the world as Now That Cher is Dead leaving the internet in a frenzy thinking that the iconic singer has unexpectedly passed away. We want to know who was responsible for that one…Unfortunately, there are worse offenders, but don’t let that keep you from *pounding* away.