Four Social Media Myths
1 “Social media’s not right for my brand.”
If you run in “social media/content marketing” circles, it’s easy to start thinking that everyone views social media marketing (SMM) the same way that you do – as an obviously valuable practice. News flash! This is not the case. While SMM is a large bubble, it’s still a “bubble,” and there are plenty of companies (successful ones, too) that don’t see the use in social media. The potential value of social media marketing has been proven time and again for nearly every niche. Find the right channel(s)for your brand.
2. “Social media should be free.”
Ah, you must be thinking of the good old days of 2009/2010, when, yes, a brand could catch some strong organic traction on its Facebook page. It can still be done, but – as you’ve no doubt noticed – the number of brands on social media has skyrocketed over the last few years, making competition for screen time all the tougher. To really make it, you’re going to need compelling content and an advertising budget. Facebook isn’t free.
3. “Buying advertising is buying advertising.”
Not so. As the info-graphic points out, advertising dollars go further on some platforms. Non-boosted Facebook posts see an approximate 2.95% engagement rate – compared to 3.13% when boosted. That’s not too much of a difference. But promoted Tweets see a 3.85% engagement rate – compared to a 1.45% organic. Promoted Tweets have a 3x higher conversion rate compared to non-paid Tweets. This difference is much more significant when compared to Facebook boosted v. non-boosted.
4. “I should advertise at all points in the sales cycle.”
Not all points in the sales cycle need equal advertising; and when and where in the cycle you advertise may actually be dictated by your industry. For example, did you know that e-commerce health and beauty companies are more likely to benefit from advertising early in the sales cycle, whereas e-commerce food and beverages see a very minor benefit from advertising to this segment? Instead, smart social media marketing for food and beverage drills the middle of the sales cycle.
source: Bob Hutchins- Buzz Plant
If you run in “social media/content marketing” circles, it’s easy to start thinking that everyone views social media marketing (SMM) the same way that you do – as an obviously valuable practice. News flash! This is not the case. While SMM is a large bubble, it’s still a “bubble,” and there are plenty of companies (successful ones, too) that don’t see the use in social media. The potential value of social media marketing has been proven time and again for nearly every niche. Find the right channel(s)for your brand.
2. “Social media should be free.”
Ah, you must be thinking of the good old days of 2009/2010, when, yes, a brand could catch some strong organic traction on its Facebook page. It can still be done, but – as you’ve no doubt noticed – the number of brands on social media has skyrocketed over the last few years, making competition for screen time all the tougher. To really make it, you’re going to need compelling content and an advertising budget. Facebook isn’t free.
3. “Buying advertising is buying advertising.”
Not so. As the info-graphic points out, advertising dollars go further on some platforms. Non-boosted Facebook posts see an approximate 2.95% engagement rate – compared to 3.13% when boosted. That’s not too much of a difference. But promoted Tweets see a 3.85% engagement rate – compared to a 1.45% organic. Promoted Tweets have a 3x higher conversion rate compared to non-paid Tweets. This difference is much more significant when compared to Facebook boosted v. non-boosted.
4. “I should advertise at all points in the sales cycle.”
Not all points in the sales cycle need equal advertising; and when and where in the cycle you advertise may actually be dictated by your industry. For example, did you know that e-commerce health and beauty companies are more likely to benefit from advertising early in the sales cycle, whereas e-commerce food and beverages see a very minor benefit from advertising to this segment? Instead, smart social media marketing for food and beverage drills the middle of the sales cycle.
source: Bob Hutchins- Buzz Plant
