The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Three Myths About Social Platforms Debunked
Posted on April 11th 2014
At its core, marketing is about reaching a targeted audience with a specific piece of brand content. Platforms set the stage for content; without them there would be no way to reach our customers and prospects.
While the brands we talk to tend to be very tapped into the rapid evolution of social platforms, we’ve noticed that there are a few crusty ideas that can sometimes lead marketers astray. We’d like to clarify a few of those myths here.
Myth #1: You Still Need Prime-Time TV to Reach Big Audiences
There are still major brands out there who wonder if social media can truly rival television when it comes to reaching massive audiences. Certainly, TV has enormous reach: the 2010 World Cup final saw 909 million viewers tune in, making it the largest televised event in history. (For our US readers, this is the viewership equivalent of eight 2014 Super Bowls.)
The counter point to that of course is the fact that just three social networks (Facebook, Twitter, and Instagram) reach 1.5 billion people every single day: over 50% more than the World Cup. And with the new IAD numbers that were just released, we see that Internet ad spend hit $42 million in 2013, surpassing Broadcast Television for the first time ever. The industry has responded.
Myth #2: Our Brand Just Needs to Focus on Facebook
As platforms go, Facebook is a big one. As the social media giant turned 10 this year, 57% of American adults are on the platform and nearly two-thirds of them visit the site every day. It’s also the leading social network in both North and South America, Australia and most of Europe, reaching 757 million daily active users.
Still, focusing on just one platform, even one as big as Facebook, is a mistake. There are now 25 social platforms that reach 50 million daily active users, each with a different demographic, frame of mind and context.
YouTube, the #2 most trafficked social network reaches audiences in a very different way compared to WeChat, the mobile messaging platform that’s dominating China. Simply the fact that Facebook has spent tens of billions of dollars acquiring multiple social platforms should indicate to brands that its leadership position is not absolute.
Myth #3: Reposting Content is the Answer
One response to the challenge of new platforms and increased content demands is simply to repost. A recent Forester report suggested that brands should simply repost content to Google+, a practice we don’t recommend. As Gary Vaynerchuk, not one to mince words, puts it in Jab, Jab, Right Hook:
“Posting the same content on Tumblr as Google+ is the equivalent of the tourist deciding that since he can’t speak Norwegian he’ll just speak Icelandic and it will do. That’s stupid.”
Each platform has its own style, pace and audience, and to be successful, a brand must understand those. Beyond that though, the definition of “platform” for distributing marketing content continues to expand. While we once thought of only email or Facebook, platforms now include dozens of different social networks, landing pages, micro-sites and even publishers, who increasingly make their audiences directly available to brands in the form of native advertising.
The Bottom Line
Successful brands see past the commonly held misconceptions about platforms. They are thinking long and hard about the channels that will bring their content to their audience.