5 Common Misconceptions About Social Media
There are 7,442,000,000 people in the world and 2,340,000,000 of those people use social media. That’s a lot of people engaging in content, accounts, and interacting with other social networking users.
That’s a huge audience.
And, when an ad agency sees a huge audience, they see a huge opportunity to spread their brands’ message.
It’s the home stretch of 2018, and many brands are still trying to navigate the social media terrain. Is it a good idea? Is it a bad idea?
We can help.
Here are five common misconceptions about social media that we’d like to clear up to help shed some light and possibly help inform your brand’s social strategy:
1. “Only high school and college kids use social media.”
According to a study done in February 2018, 78% of adults in the 30-49 year-old age group were Facebook users. And, 65% of adults in the 50-65 year-old age group indicated they used the social networking site, too. Of course, different social networking sites vary in popularity in regards to user age; however, you can tailor your content to fit a particular demographic and ensure it reaches the intended audience by setting up the proper targeting parameters when promoting your post.
2. “It’s a free way to market so we might as well take advantage of that.”
Well, it could be free. But, you definitely wouldn’t see the desired results. An effective social media strategy requires some dollars behind it. While social media is a great method to drive awareness to your brand, it also offers a lower-cost approach to driving traffic to your website which is where we want to send consumers. If effectively implemented in a marketing strategy, social media can become an integral part of the consumer journey.
3. “I barely got any likes on my post so this promotion clearly didn’t work.”
While vanity metrics are nice to see, they don’t tell us a lot about the consumer’s behavior. The insights we look for come from impressions, clicks, and click-through-rates. These metrics tell us more about the success of our posts since those are the users who clicked on our ad because they wanted to be sent to our website because they wanted to learn more. Likes boost our confidence, but metrics like engagements, impressions, clicks, and CTR are what we use to determine post performance.
4. Oh, she’s just a Social Media Manager so she has it easy from 9-5.”
Community management is way greater than a 9-5 job. Social media is a 24/7 beast. Certain industries, healthcare for example, require daily and nightly check-ins (even on the weekends!) to ensure that users who engage with us are getting their questions answered, needs met, and are being guided in the right direction. Whether it’s asking what the phone number for an urgent care office is or requesting assistance from a nurse while in the hospital, people turn to social media -- sometimes over Google -- to inquire things of this nature. And, it’s a social media community manager’s job to answer these requests, regardless of the time and the place they may be.
5. “Negative comments hurt the brand; we can’t risk it.”
There are measures you can implement so comments of a negative or poor sentiment aren’t public on your page. However, the biggest risk is never taking any risks. Negative comments tend to come from consumers who have a history with your brand. While you don’t want these comments to influence potential consumers’ purchasing decisions, take the time to thoroughly read them. Respond to comments with well-thought out responses and show you care about their experience and that you’ll be taking measures to prevent it from happening again in the future. Because, chances are, if one consumer is vocal about an issue, many are experiencing the same thing. Think of this as constructive criticism and an opportunity to improve!