We talk to a lot of business owners - some who are already struggling through the use of social media for marketing purposes, some who are using it successfully, and some who aren't using it at all - and hear some pretty great "thoughts" on what their take is for the best strategy.
As a result, we've compiled a list of the biggest misconceptions about content creation and content marketing. If you have one to add, please comment!
The more the better. Somewhere, someone started an ugly, dirty rumor that you just need to post massive amounts of content....which has resulted in news feeds being hijacked by overzealous brands or business (which often get un-followed - quickly!) and also lots of really bad content with no branding, relevance, or attention to detail.
- My customers aren't on social media. Honestly, this one makes us giggle.
It's okay to delete negative feedback/comments from our social pages. Two trains of thought: 1 - It's your page. You can delete whatever you'd like. 2- If a customer is upset enough to post on social about their experience with your company, you can bet they're telling all their friends about it offline as well. Here's an opportunity to flex your customer service muscles. Invite them to talk over private message, resolve the problem if possible, and comment back on the original post when it's solved to say "Our sincerest apologies that things weren't perfect the first time. Thank you so much for the opportunity to fix it! We were honored to resolve it for you."
Anybody can post on social for us. In short, nearly everyone uses Facebook. A small fraction of those people understand content design, Business Managers, what makes a good ad campaign, what makes a good content strategy for business, and so on. Do you want somebody on your business page posting something like "OMG! SO tired. Going to find a cup of coffee." (We know you've seen a post similar in your news feed!)
Our business social page should be about our business only. Stop it. Imagine that person at a party that won't.stop.talking.about.her[him]self. Don't be that person.
- Our brand identity doesn't matter on Facebook. It's just a social platform. As marketing professionals with expensive pieces of paper to prove it, this one makes our hearts stop. Your brand voice and identity always matter. Your voice on social platforms should be a cohesive experience with your website, in-store location, and other marketing/advertising.
We can just automate it. Yes, there are companies that will post content for you, but are they managing your pages or just throwing stuff out there and walking away? Social platforms are social....meaning you have to be part of the rest of the conversation, too.
Nobody 'liked' the post, so it didn't get any attention. Insights go far beyond the 'like' button. From metrics, we can tell who clicked through the post to the link included, who clicked elsewhere on the post, who clicked on the photo to view it, etc. ALL of these matter because they all mean people are seeing and responding to the content.
Always Be Closing. Yeah, yeah. We watched Glengarry Glen Ross, too. Social media is not a one time billboard approach. It is not a TV ad. It is a platform on which to create interaction and build relationships. When you start thinking about content from a social approach (as in "What's going to create a conversation with my customers? What might we chat about if they stopped by the store?"), you're getting somewhere.
We just auto-post from Instagram to Facebook/Twitter/LinkedIn/Pinterest/etc. No. Even if the image sizes for optimization were the same (they aren't), people on Twitter do not react to the same content as those on Facebook. Not to say the same content can't be reformatted for each platform, but auto-posting isn't going to get you far.
Longer is better. Who doesn't love to get on their soapbox?! Your blog is your own. You can "talk" for as long as you want! True - but don't. For example, there are 30 other myths about content marketing we can think of now, but you've been reading this for nearly 3 minutes so we're done here :-)
Questions? Comments? Concerns? Additions? Ready to have a real social strategy? Contact us at GetSocial@SunSharkMedia.com