Any business that has ever posted, tweeted, shared or pinned has heard countless suggestions for optimizing their social media engagement. But why aren’t they seeing the results that their anonymous advisors promise? Because businesses, like fingerprints, are all different and unfortunately, there is no ‘one size fits all’ strategy for guaranteed success. However, there are several common misconceptions to be aware of when tailoring a specific strategy.
Myth: The Frequent Facebook Poster Performs Best
Reality: On Facebook, there is a fine line between the lethargic poster and chronic spammer. One thing to keep in mind is that Facebook, unlike Twitter, is not used for constant status updates. While there is no magic number, posting once a day would qualify as consistently active while not being overbearing. Even still, organizations should focus on the quality of their posts over quantity. The most well received pages are ones that strike the right balance between post frequency and content quality.
Myth: Everybody Uses Social Media
Reality: Social media sites are a treasure trove of potential consumers as roughly 65 percent of Internet users are active on at least one social network. Not surprisingly though, the percentage of active users diminishes among older generations which speaks to the fact that while a large majority of American’s are active on these sites, over 30 percent do not employ their use. In tailoring an organization’s social media marketing plan, special consideration needs to be given to how active that specific audience is across the various social platforms.
Myth: It’s Important to Have an Account on Every Social Network
Reality: It seems as though every day another social network emerges, opening up new opportunities to reach potential customers. However, it’s often not a wise use of organizational time/resources to try and maintain a presence on every available platform for two important reasons. Firstly, you don’t want to spread yourself too thin. It’s better to put a more concentrated effort into fewer sites than to uphold a sub par presence across many. Secondly, and this goes back to considering your target market, demographics across the various platforms differ greatly so some sites may lend themselves to better results than others.
Myth: Social Media Marketing Only Works for B2C
Reality: This might be one of the biggest fears B2B organizations have regarding social media but it couldn’t be farther from the truth. For instance, LinkedIn offers an outstanding platform for businesses to not only market their offerings but also join targeted groups with whom they can actively participate in relevant discussions. Blogs are another phenomenal social networking resource for B2B organizations as they provide a platform on which to highlight valuable area expertise.
Again, there are no fail-safe methods for improving an organizations social media presence.
Generating user engagement with a well-executed strategy may require trial and error to determine what does and doesn’t work for a particular business. However, being aware of these common misconceptions can help shape the foundation of a successful social media marketing plan.
Maria Orozova is the President and Creative Director of The MOD Studio, a boutique marketing & design agency based in Austin and the creative powerhouse behind many local and national brands.
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