3 Social Media Myths that are Preventing You from Succeeding

FixCourse
Brad Smith Partner, Codeless Interactive, LLC

Posted on September 17th 2012

3 Social Media Myths that are Preventing You from Succeeding

Updating Twitter once a day, or ten times a day doesn't make a difference.

These micro, tactical decisions might help a little. You might get one more click, or one more follower.

But it's not going to move the needle from unprofitable to profitable.

Success in social media hinges on your mental approach. If you can evolve the way you think about using social media, then you'll get 10x the results.

It will affect your strategy, and how you plan on integrating social media into the rest of your business.

And these little decisions, like which hashtag to use, will take care of themselves.

Here are 3 social media myths that are preventing you from succeeding (and how you can fix them immediately).

 

Social Media Cartoon Comic - New-Fangled Social Networking
Image courtesy of seanrnicholson

 

Myth #1: Social Media Drives Sales

Social media doesn't drive sales... it drives profitability.

It can't directly convert customers, like Google AdWords. But it can significantly aid indirectly, by assuring first time visitors and getting current customers to increase their buying frequency with your brand.

Customer engagement is the vital link to increasing online sales. Because people don't buy, or become loyal without trust.

Customer trust is difficult to measure, but it's absolutely essential to higher margins, and more profitability.

Loyal people will buy from you longer (when they could probably find the same product/service cheaper somewhere else), and they'll refer you to their friends and colleagues (both online and off).

But before you can build trust and increase engagement, you need to drive more traffic and increase awareness. Which bring us to #2...

 

Myth #2: Social Media Drives Traffic

Social media doesn't drive traffic... you (the marketer) does.

Throwing up a few Tweets on a Monday morning won't get you hundreds of ReTweets and thousands of website visitors.

Marketing doesn't happen by chance. What is the motivation for clicking on your tweet or visiting your website? What does the visitor get?

Finding the motivation and underlying triggers of your customer segments is the first step to using social media. Because the real work is done in advance, before you even go to share anything.

The thing you want to promote, has to be "promotable" in the first place. So it needs to be insanely useful, solves your customer's pain points, it's easy-to-understand (and share), and more.

Now what does the person actually get in return for clicking, sharing or opting-in? Maybe you use an incentive, or perhaps you're touching on emotional trigger that compels people to take action. Either way, you need to identify and align each traffic sources' motivation with tailored calls-to-action, so your marketing messages become personalized and customized.

This will drastically increase your response rate, which gets more people to click, share or opt-in.

 

Myth #3: Social Media has Changed Marketing

Social media hasn't changed marketing... it's changed the delivery and distribution.

Most people assume that marketing = advertising. Maybe for large companies that's true, because the only control the CMO has is over which ad agency to hire.

But real marketing is much more than this. And it impacts your business strategy on a day-to-day basis. Marketing is responsible for the products or services you offer, how you deliver them, and how much you make on each sale.

So if you want to get better at social media, then you should start by getting better at psychology, because it will help you understand how to phrase an update or introduce a new product line.

You should get better at market research, because you'll be able to design surveys that tell you exactly what your different customer segments want.

And you should get better at... advertising. Because understanding how to write sales copy and distribute a sales message to multiple channels will help you figure out which social media platforms you should even be on in the first place.

Because instead of direct paper mail, we're now using email. Instead of watching TV, we're now watching YouTube.

The technology and tools have evolved for the better. We have more opportunities to reach customers than ever before.

But the same timeless marketing fundamentals, like how to tell a story and position your company in a crowded marketplace, still apply.

And these marketing principles will deliver success, as long as myths aren't standing in your way.

FixCourse

Brad Smith

Partner, Codeless Interactive, LLC

Brad Smith is a Partner at Codeless Interactive, LLC, which specializes in custom web development and customer acquisition services.

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Comments

Such excellent points...well said! People often focus on the quantity of posts & neglect the quality and qualifying factors in engaging on social media platforms. Psychology is key. You've captured the big picture quite nicely in this post Thank you, sir!

I disagree with the 1st point - Social Media Drive Sales. In Malaysia, my record is 4 sales in 5 days on Linkedin. It depends on situation, products, companies, countries, etc.

Social Media does drives sales. It depends on our creativity how to write a right message to do it. It all depends on our creativity. There is no one size fits all.

Great document Smith.Doctors need to realize this and avoid being mislead about social media.

 

Erick Kinuthia

Team MDwebpro.com

Nice article, Brad! Indeed, too many businesses expect social media to drive up sales immensely and immediately, and it's more about cultivating relationships and proving brand responsibility than making a quick sale. Thanks for the post! 

Thanks for this article, Brad.  I found myself nodding in agreement with you points in all respects. 

It was an excellent summary of a problem that I often find when putting proposals together for clients who often have a 'rosy coloured spectacles' view of social media and about how long it will take me to engage and get measurable results.

This is particularly the case when they have  accounts which they have allowed to tick over with irregular posts and no interaction and they have followed and liked without regards to their niche and the confusing message they are sending out.

 

The hyperbole surrounding social media, regardless of the platform, is what really disappoints with 'gurus' promoting this, that and everything with very little substance behind the claims.

SM is not a panacea, only one element of an overall inbound marketing strategy and not all SM are equal or suitable in every strategy.

Your 2nd last paragraph is right: "But the same timeless marketing fundamentals, like how to tell a story and position your company in a crowded marketplace, still apply." The internet, social media and the rest have just expanded the channels we can use.

Thanks for your comment Rob, couldn't agree more with your sentiment.