August 2, 2017 10:00:00 AM EAT / by Mutindi Musimba
Most Common Misconceptions About Social Media Marketing
Lately, Social Media Marketing has been a buzz word across the world. With the number of active users growing into the hundreds of millions, it’s hard to ignore its significance for business. Nevertheless, it is still quite new within the marketing landscapes and in all the buzzing excitement about it, many people are still suspicious of it.
Here we will break down the misconceptions that many business owners have that keep them from effectively using social media (SM) to grow their businesses.
- It’s easy
Anybody can tweet, post on Facebook and share pictures on Instagram. This doesn’t mean they know what they are doing for the business. Social media marketing looks easy because everybody and then some are on it. In a non-professional capacity, that’s okay but do you trust your grandmother to communicate your brand values and business promotions on SM?
It might seem simple but effective social media marketing is an art. Typing at random and hoping that someone is listening doesn’t cut it.
Posting poorly worded content or conveying inappropriate messages can cause considerable serious harm to your business.
- Its free
This is the biggest misconception among businesses in Kenya and the region at large; a simple rule of thumb to go by when thinking of any form of media is that if it’s free, you are the product. As a product, there’s nothing you are selling. Also, social media platforms revise their algorithms frequently to limit how far a commercial page, account or persona can reach, If you have 100 followers then your posts might be visible to 10 or less of those followers. You have to pay for good business value.
Also SM marketing requires some decent expertise and it might be more efficient to hire somebody who has gone through training and knows how to make it work for you.
- Negative comments will hurt the business
Erm… no. rather the opposite. What people are looking for is a business that engages them in a personal and timely manner. Bad comments and reviews are great opportunities to sell your business persona to people so that they see beyond the product and have an opportunity to grow loyal to the product or brand.
Smart businesses use SM to follow up, it helps show legitimacy and consistency.
- It’s all about how much noise you make
Nope. The fact is that more times than not, the more noise you make, the more likely you are to lose your following and sometimes get blocked or reported as a spammer. With SM, you must have a strategy and stick to that strategy as much as possible. Understand your audience and try find out how much is too much as soon as possible and stay within those bounds.
Think quality rather than quantity, if your audience sees value in your content, you are more likely to engage with that audience and further your business goals.
- You must be on every platform
On the contrary! This attempt at being present on every possible social media space is a big reason why many small businesses aren’t getting too far with their exploits on SM! Not only is it time intensive but can end up being too expensive for any valuable ROI. Also many businesses that have an SM profile everywhere end up abandoning a good number of them therefore missing out on quality engagements and feedback.
An important thing to keep in mind while thinking of social media marketing is that not every SM platform is suitable for your business. Pick between 2 and 3 which best represent your businesses goals and be consistent on those platforms.
There are many more misconceptions about this and digital marketing as a whole but then this post would be too long, so these 5 are representative of the most common conversations when business owners are thinking about using social for marketing.
Tell us your experience on SM we would love to hear what other myths and misconceptions you have debunked or you would like us to debunk for you.
And lastly, are you curious about digital marketing and where SM falls in the larger scheme of things? Why not join our Digital Marketing certificate and improve on your knowledge?
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