- You need to give up control. By far the most common myth, giving up control is a defeatist way of looking at social media. It means that anyone can say anything about your brand and there is nothing you can do and no input you can have. The truth is actually that control in the best of cases is shared. You have a point of view and your customers do as well. To effectively create a dialogue, you need to be willing to share some of the control with those people conversing online ... but keep some for yourself as well.
- It is all about going viral. Starting out with social media with the intention of creating a viral success or getting "X" number of subscribers, followers, friends or fans is a sure recipe to focus on the wrong things. The point of most social media programs is not that they may reach millions of people blindly, but a smaller subset strategically. To that end, focusing on creating something engaging is far more important that just trying to get volume or go viral for its own sake.
- Someone needs to be managing it full time. Resourcing can often be a huge roadblock - in part because of the perception that if you don't have someone ready to make social media their full time job, then you are not prepared. The truth is that you can manage social media effectively by making it a core part of someone's job. You do need to identify someone who will take the lead, but this doesn't have to be a 24/7 job.
- Everything has to be open, transparent and public. There is a lot of talk about openness and transparency, which often forgets one of the most powerful things about social media: that it has huge potential to foster internal dialogue, enable better collaboration and allow more efficiency. In these cases, you might want to use social media more for something that doesn't (and shouldn't) belong in the public. This is not about hiding information (and you do still need to assume that some or all of it could end up online) - but sometimes the easiest place to start using social media is internally ... and in private.
- Measurement just involves "soft" metrics. Every day marketers are learning that social media doesn't just have to be about awareness or influencing perception. Depending on the strategy, you can use social media for everything from direct sales to generating real relationships online which lead to revenue generation. Our own team at Ogilvy has created a metric model called Conversation Impact that goes far beyond the soft metrics to prove the real value of social media to the brands we work with.
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