A lot of myths about social media have grown up over the last decade, many of them now so commonly repeated that they’ve passed into received wisdom. Here I tackle five of the most pernicious.
1. Social media is for youngsters
The idea of the “digital native” is a pervasive one, telling us that young people somehow innately understand technology whilst older people are social media dullards incapable of truly understanding how it works. This idea is nonsense. The truth is much more mundane: Technological capability, interest and access varies as much amongst young people as it does amongst older people. And whilst young tech users may relate to their technology differently, that’s doesn’t mean that they have developed a deeper or more comprehensive understanding than older users.
It’s really important that business people understand this, because the myth of the digital native affects recruitment and promotion, often resulting in social media accounts being run by people who are too young and inexperienced to cope with being the public voice of a business. It also disadvantages older people who may know their business, market and audience better, and have all the communications skills needed to be successful in social media.
2. No one really knows what works on social media
Whilst social media is a new field — blogs have only been around 16 years, and most social networks are less than ten years old — the idea that we don’t know how it works or what to do is false. In fact, experienced practitioners have a very good idea of what works and what doesn’t, but because of the fickleness of human nature, no one can guarantee that a particular tactic will work at a specific time.
A good practitioner will know what tactics have the best chance of success, and which to completely avoid, dependent on the nature of their target audience and the content being produced. A well-crafted social media strategy will take into account the nature of your audience, assess your content assets and resources, and make sure you choose the right social media platforms based on your business needs.
3. You need to have a profile on every social network
It is better to maintain one social network profile really well than to sign up for lots and let most of them languish. The fear is that your audience will expect you to be everywhere and that to not have a presence shows a lack of interest in serving them. The truth is that small businesses do not have the resources to be everywhere, and people understand and accept this. But if you do have a profile then people will expect it to be active, so it’s better to not create the profile in the first place than to make one and let it lapse.
Furthermore, to the point of resources, every social media platform that you engage with comes with an opportunity cost: What else could you do with that time and money? If you are spending time, and therefore money, on using a social network that doesn’t actually support your business goals, eg it doesn’t result in more sales or more brand awareness, then you are wasting your resources. You should focus on the tools that are most likely to reach your target audience and support your business.
4. You must be on Facebook
Of all the social media tropes that I hear, this one is probably the most common. The logic is that Facebook has 1.35 billion “monthly active users”, and that to eschew Facebook is to miss out on a massive audience. There are two problems with this assumption. Firstly, it is getting increasingly difficult for small businesses to get value from spending time on Facebook. Changes to the platform’s algorithms mean that even if hundreds or thousands of people decide to like your page or join your group (which is in itself a challenge that’s getting harder to meet), only a small fraction of them will see any of your posts show up in their timeline. Facebook ultimately wants businesses to pay for their posts to be promoted, so it’s in their interests to make it harder to organically reach people, not easier.
Secondly, Facebook interactions tend to be shallow: People will share posts within Facebook, but are less likely to follow links and, when they do click, less likely to stay on the site they visit for more than 5 seconds. Is there any value to building up a large following on Facebook if people don’t visit your website or buy your products?
5. Social media strategies are a waste of time
Social media can be deceptive: It’s very easy to create an account on a social network such as Twitter, Facebook or Tumblr. They’re pretty easy to use too, excepting Facebook’s impenetrable privacy settings. But that doesn’t mean that it’s easy to successfully use social media for business.
Many businesses who just plunge on in end up using the wrong platforms and/or the wrong messaging, see poor results and give up thinking that social media isn’t right for them or their business. In actual fact, what they needed was to think strategically about what they want to get out of their social media use, who they are talking to, and what those people will want to hear.
Using social media for business without a strategy is rather like going for a walk without a map: You might get where you want to go, but you might also end up going down a lot of dead ends, wasting a lot of time and could even get so frustrated trying to find your way that you give up.
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