Social media is a powerful tool used to leverage brands and foster authentic relationships between businesses and their audiences in a relatively inexpensive way. Some brands are hesitant to dive into the world of social media, and we don’t blame them. Lots of social media myths exist and buying into them can undermine your brand's potential. Hippo Marketing is here to bust those myths and prepare you for a successful social media presence.
Myth 1: You need to be present on all platforms.
Not all social media is equal. Different audiences use different platforms. What works for one brand might not be the best option for your own.
Instead of focusing all your time and effort towards being present on every social media platform—take the time to research and invest in the networks where you're more likely to reach your audience.
Myth 2: You’ll see results instantly.
You can’t simply create an account, post content, and expect the followers and leads to pour in. Starting with that mentality will leave you feeling discouraged and blind to the actual long-term benefits of social media. Building a presence on social media takes lots of time and nurturing. You have to plan your efforts to gain and retain followers and build credibility before you achieve measurable results.
Myth 3: The more times you post per day, the better.
Such a strategy could end up causing more harm than good. According to Hubspot, brands should post a maximum of five times per week on Facebook and LinkedIn. After five times, the return on investment drops substantially.
Facebook prioritizes new content, so the more content you schedule out, the less your audience sees the posts prior. Posting multiple times per day actually works against the algorithms on platforms like Facebook and LinkedIn, leading to less exposure and engagement for your brand.
Many posts a day could overwhelm your followers, influencing them to ‘mute’ or unfollow your page. Twitter is the only platform it makes sense to post frequently due to the short life span of a tweet.
In this case, less is more. Focus on developing quality content that will resonate with your audience.
Myth 4: #Hashtag #as #often #as #possible.
When used correctly, hashtags are an effective tool that could help you reach a larger audience. It’s reasonable to think that using a large amount of hashtags will be beneficial to your brand. However, incorporating too many hashtags not only appears spammy, but could have adverse effects on your brand’s image.
Avoid saturating your posts with unrelated hashtags, and take the time to research a few quality hashtags that your followers are using on each platform.
Myth 5: Posting quality content is enough.
Quality content is vital to your brand’s success on social media, but responding to your audience’s comments and messages and engaging with other brands or potential leads is as important. If you fail to engage with your audience, you’re missing out on the opportunity to connect with them on a personal level.
Myth 6: It’s impossible to measure ROI on social media.
Many marketers have admitted that they have a hard time measuring the benefits of social media marketing. Contrary to popular belief, it is possible to measure your return on social media relative to the amount of time and effort put into it.
Web analytics tools like Google Analytics make it easy for marketers to measure how and where conversions are taking place. Facebook and Instagram also have built-in analytics tools to communicate how your content is performing.
Myth 7: Buying followers will build my brand.
Social media is a great tool to build authentic, meaningful relationships with your audience. When you buy followers, you’re merely buying a number. These accounts are not your customers or potential clients—they won’t spend money on your products or services and they aren’t interested in your content.
A large following is appealing, but high engagement is better. Adding followers that don’t interact with your accounts will actually tell Facebook and Instagram’s algorithm that the followers you have aren’t interested in seeing your content—decreasing your chances of organically appearing in your actual audience’s feed. Take the time to curate content and foster relationships with real people and potential leads that show interest in your brand.
Myth 8: The same post will perform well on all platforms.
To save time, many people create a single post and publish it across all social media platforms. This practice is common, however, not all social media networks were made for the same purpose. It’s important to note that each social network has different users, requires a different focus, and has its own unique requirements. For example, LinkedIn is a professional network focusing on careers and industry-related content and Facebook tends to be more laid back and conversational. Content that resonates well with your audience on Facebook might not receive the same response and traction on LinkedIn.
Study different social media platforms and develop a strategy for each. Think about the focus of each platform and what audiences will see your content to produce maximum engagement.
Myth 9: Anyone can successfully manage your social media.
Building a successful social media presence involves strategy, knowledge, and often a team of people with experience in the industry. It’s tempting to hand off the responsibility to individuals within your company who use the networks on a daily basis—however, that person may not lead with the strategic approach necessary to help your brand succeed on social media.
Myth 10: Likes and follows reflect success.
The quality of your engagement and the genuine, trusting relationships you’re building are more important than the number of likes or follows you receive. It’s true that likes and follows increase reputability, but not every follower you have will take action. An interested, active audience increases your opportunity to generate leads and convert followers into clients or sales.
And that’s that. Ten social media myths BUSTED! Incorporating social media into your marketing strategy is a daunting task that could leave you frustrated and discouraged. Understanding social media practices and how each platform works is the first step to a successful social strategy. Keep these myths in mind and use this guide to leverage social tools and reach your full potential as a brand.