Busting the Myths that Prevent Social Media Strategy Success, Part II
Busting the myths that prevent social media strategy success, Part II
Myths are as ubiquitous as Twitter accounts. So here are three more busted myths that will start you down the path to social media strategy truth:
Myth #5: My customers don’t use social media.
So your ideal customer isn’t the Gen-Y-ers that seem to have social media use encoded into their genes? That doesn’t mean your customers aren’t having conversations on social networking sites. For example, the recent AARP Social Media and Technology Use Among Adults 55+ study found that more than one-quarter of the 50+ crowd regularly uses social media networks, such as Facebook.
Never assume that potential and current customers aren’t using these platforms to exchange information. A Pew study found that nearly three-quarters of wired Americans now engage in online social engagement—no doubt at least some of your customers are among them. Find out exactly who is talking and sharing by investing in a reliable and easy-to-use social media monitoring program.
Myth #6: Social media is just another way to broadcast messages.
Facebook, Twitter, and MySpace are not the online equivalent of television channels or radio outlets. In traditional media models, advertisers broadcast a message to a passive audience. New social media channels, however, demand interaction. Brands that don’t interact will soon find that the only noise they hear on their Facebook page is coming from the crickets. So, in the words of timeless wise man Captain Jean-Luc Picard, “Engage.”
Myth #7: Anything goes on social media.
In fact, this is a common myth among too many social media users, businesses and consumers alike. Just ask the Millersville University grad who was denied a teaching degree after posting photos of herself on Facebook that suggested she may have acted unprofessionally. No matter how informal social media might appear, other users form an impression of a brand based on its online communications. For example, Joel Postman notes that readers will judge the company writing they see on the blogs in which you engage listeners.
With that in mind, make sure your social engagement program follows the same good-sense rules that govern other communications. That means your social media team should write clearly, politely, and save the emoticons for their personal happy hour tweets.
Bust more social media myths by contacting the experts at Social Strategy1 for a risk-free trial assessment.