Most organisations now have at least a skeleton presence on social media. For many though, social media is not quite working out how they thought. Is your organisation one of them? If you are struggling to find the value in your social media activities, it could be because you’ve fallen victim to one of these common social media myths… take a look.
The more followers you have the greater the success
This is probably the most common misconception about social media… that more followers = more results but that couldn’t be more wrong. This myth has given rise to a whole industry selling bundles of instant followers to boost your count and drive results. The reality is though, there’s no point in having any followers unless they’re going to interact with your posts and engage with your brand. The bundles of instant followers you see for sale are fake. Having 10 high quality followers is far more powerful than having 10,000 fake followers who don’t do anything at all. Engagement is the name of the game when it comes to social media. Your social media activity forms part of your customer journey. You need to incite action (either a like, a click through to a website, a share, a ‘buy it now’, a ‘call now’, or an enquiry).
And whilst you may think it doesn’t do any harm to buy a few thousand instant followers to make your profile look good, doing so will affect your ability to measure the success of your activity… and if you can’t measure the success of your marketing, how do you know if you’re spending your time and your money wisely.
You need to have a presence on every platform
We’ve covered this in a few posts recently but it’s an important point. Don’t waste time advertising in places where your customers won’t be. B2B companies tend to do well on LinkedIn, Twitter and surprising for some – Instagram. For B2C, replace LinkedIn with Facebook. But don’t take our word for it. Go and explore each social platform yourself. Are there brands similar to yours on that platform that are doing well? Are there people you would like to target, hanging out on these platforms. If you can’t decide whether a social platform will be good for your business, the best thing to do is dive in and give it a go. Put a 1 month, high visibility strategy in place and measure the benefits. This could be an increase in website visitors, enquiries or sales.
The key is not to make assumptions about your audience and where they might hang out. Here’s a few businesses you might not expect to do well on their chosen social media but they do.
Biltwell (bike parts): https://www.instagram.com/biltwell/
King Arthur Flour: https://www.instagram.com/kingarthurflour/
Mabel’s Labels (stationary): https://www.facebook.com/Mabelhood
Brian Bilston (poetry): https://www.facebook.com/BrianBilston/
Farm and Stable Suppliers https://www.linkedin.com/company/10342445
The Sausage Man https://www.linkedin.com/company/5343033
Severn Trent (utilities) https://twitter.com/stwater
Charmin (loo roll!) https://twitter.com/Charmin
Social media is not a sales tool
Ok, ok, there is some truth in this. But if you’re expecting to push out a few tweets and have the phone ringing off the hook or be inundated with orders, think again. Social media is a sales tool however, if you put a strategy in place and build it into your sales process and customer journey. Think about how your clients currently buy from you. The chances are they come through your website, right? If that’s the case, how do you get more people to visit your website? Through social media of course. But you’ll need to get creative. Social media offers so much more than simply the ability to push out post after post. Think about paid advertising campaigns, sponsored content connected to landing pages… what about a competition or a direct messaging campaign either through LinkedIn or Twitter? There are hundreds of ways to use the social media platforms to engage with your target audience… and as we mentioned before, engagement is the name of the game.
You can put all of your posts into a scheduler on a Monday morning and then forget about it for the week.
So this follows on from our point above. The more time and effort you put into social media, the more it will deliver for your business. Working with SMEs, we occasionally have to compete with social media freelancers for clients and typically they come in at about ¼ of the price. Now that might sound like a good deal to you, but if all they’re doing is putting a few posts in a scheduler once a week, you won’t be getting value for money. Stacking a couple of posts per day into a scheduler and ignoring it for the rest of the week is akin to standing in a shop doorway and occasionally commenting on the world or shouting out the occasional offer. It’s not an effective way to do business. Far better is to get amongst your customers, get involved in their conversations, grow brand awareness and build relationships. That’s when social media begins to deliver value to a business.
It’s impossible to measure the benefit to your business of social media
One of the core principles of successful marketing is measurement. It doesn’t matter if it’s door to door leaflet drops, a Google AdWords campaign, an email newsletter or your social media. So what should you be measuring when it comes to social media marketing? Well, that all depends on what the point of your social media is. If you’re posting blindly to your social media pages without a strategy and a set of objectives, you won’t have a great deal to go on… and furthermore, your social media won’t be very successful. First, think about what you want to achieve (brand awareness, a click through to a website, a share, a ‘buy it now’, a ‘call now’, or an enquiry). Next think about how you’ll be able to measure this metric. Take a measurement now, before it all starts. Finally, develop a strategy to help you achieve your goals and put it in play. Measure regularly and modify / fine tune your strategy as and when necessary.
With these 5 social media myths debunked, hopefully you’ll save time and money and getting better results from your marketing efforts in future. Here’s one last myth we should probably debunk. Social media isn’t free. You might frown at this as you sit there regularly posting on your favourite social media platform without paying a penny, but if you want to promote your organisation through a social media strategy, you will need to spend money on paid social advertising campaigns to see any kind of success.
If this all sounds a bit complicated or confusing… or you just don’t have the time or the skillset within your organisation to make your social media work, contact a member of the businesshands team today on 0207 458 4788 or email us at firstname.lastname@example.org.
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