Debunking the 5 Most Common Social Media Myths

With 200 million active users on Facebook and 10 million on Twitter, it’s difficult to believe that many people- and subsequently many companies- have not dipped their toe into the social media landscape.  For many executives, social media is the marketing equivalent of space travel- exciting, intriguing, but fraught with fear of the unknown.

The reality is that social media has moved beyond LOLing on MySpace, and is evolving into the one of the best and most economical way to connect with customers, drive awareness and inspire brand loyalty.

At  Zenzi, we’ve gathered some of the common fears and myths about social networking from our colleagues and clients, which we’ve captured below.  Our goal is to debunk these myths and help companies of any size use social media to help drive awareness and brand loyalty.

Myth #1: If I participate in a social forum, people will say negative things about my company.  I’m afraid to put myself out there.

The Truth: Believe this: whatever customers are saying online, they are already thinking about and discussing within their inner circle.  By creating an open forum for your customers, you provide an outlet to respond to not only negative comments, but questions and positive feedback as well.  Many companies spend tens of thousands of dollars each year on focus groups, customer surveys, and consumer test programs.  Think about it: you now have a FREE method at your fingertips to engage response, feedback and opinions from your customer base.

Myth #2:  I can’t justify moving dollars away from the “tried and true” media mix

The Truth: Social media is no longer “new media”.  Social networking belongs in every marketing mix, and it is up to your marketing team and agencies to determine the best tactical application working within a successful framework.  Is a wide-scale social media campaign right for every company?  No.  But almost every brand can benefit from the addition of well thought out social tactics.  Think of it as another means of consumer engagement.

The bonus? Most forms of social media are fully measurable- click thru rates, comments, customer engagement-  you see it all happening in real time.  Can you say that about a print ad?

Myth #3:  Facebook and Twitter are just for teenagers; it’s not relevant for MY customer

The Truth: We think you’ll be surprised.  While MySpace continues as the playground for teens and young adults, Facebook and Twitter users are much older than you think.  The fastest growing demographic on Facebook is 35 and older.  The 25 – 54 year olds are driving the Twitter trend, with 45 – 54 year olds are 36% more likely to visit Twitter than their younger counterparts.  (source:  Reuters)

Myth #4:  My company has a Facebook page-  isn’t that enough?

The Truth: No.   Many companies make the mistake of creating a Facebook or MySpace profile, and then never using it.  It’s not enough to post your logo and update the page with press releases and events.  You need to give customers and potential customers a reason to engage with your brand.   The best place to start? Have conversations with your customers on the wall.  Respond to their comments.  Create contests, discounts or content that is unique to your social networking platform.  In a word:  give your customers information and access that they can’t get anywhere else.

We’ve seen many companies who have actually disabled comment features or locked down access, essentially creating a static marketing channel.  If you’ve done this, you are missing the intent of social media. People seek out companies on social networks to engage with a brand.  They are looking for unique content and conversation.  Give it to them, and you’ve accomplished the first step in building a thriving community.

Myth #5:  I need special knowledge, training or staff to begin social media initiatives

The Truth: Sure, many sophisticated, multi-level campaigns require an expert.  But that doesn’t mean that you can’t benefit from building your network.   Connections breed connections.  Sign up.  Get started.  Invite your friends. Search for your competitors. Read.  Comment.  Stick your toe in and before you know it, you’ll have a thriving network.

Blend your professional and private contact lists-  you never know who might lead to your next big idea, your next client, your next inspiration.  But be careful if you do this:  make sure you don’t alienate professional contacts with content that is too personal.  Be smart.

Another tip:  don’t forget the “social” part of social media.  When in doubt, talk like you’re at dinner with friends, not at an executive meeting.  The whole point is to engage, discuss and open the lines of communication. Don’t just TELL.  Plug in and join the party.

And when you’re ready to engage customers at the next level, companies like Zenzi are here to navigate the waters and ensure that your social media platforms are fully integrated with the rest of your marketing plan.  Contact us anytime for a free evaluation.

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