5 social media myths to unlearn (and dispel across your team)

You know how dogs perspiration by salivating? Well, It turns out they in fact don’t . They regulate their temperature by salivating. They sweat through their particular paw pads.

Myths and misconceptions such as exist everywhere, but they’re incredibly common in subjects that people feel familiar with. Take social media, for example. The more individuals use social, the more they will think they understand the internal workings of social media marketing.

This has resulted in lots of social media myths that have long gone unchecked. Some are harmless, but some can greatly impact how social media professionals use their marketing peers. That is why SMMs need to equip themselves with the right info needed to get their teams up to speed.

To help, all of us used data from the Sprout Social Index™, Edition XVII: Accelerate to dispel 5 common social media myths. Let’s get into it!

Myth #1: Memorable content material makes brands best in class on social

“Let’s make this proceed viral! ”

You’ve probably heard this or something like it from a well-meaning colleague or two. In a crowded social media surroundings, everyone wants their turn in the particular spotlight. This desire for bulk awareness is likely why many marketers believe creating unforgettable content is the most important aspect of getting best in class upon social. Consumers, on the other hand, believe otherwise.

A chart comparing opinions between marketers and consumers on what makes a brand best in class on social. While marketers rank audience engagement as the most important factor, consumers show a preference toward strong customer service.

In reality, customers believe exactly what really makes a brand best in class is offering strong customer service , followed by target audience engagement and transparency. Could may be surprising to your greater organization, it can also be a helpful way to reset some inner expectations. After all, virality is more luck than strategy. Strong customer care practices can be achieved along with proper planning and useful resource allocation.

The next time someone asks you to add “going viral” to your to-do list, here are some more impactful action items you can offer instead:

  • Speed up your social media marketing response time . The majority of consumers expect same-day reactions on social. Improving your social media response time can assist within customer retention while offering your brand a competing edge.
  • Create an escalation management strategy . Outlining a process for responding to timely issues (whether good or even bad) alongside example scenarios can your organization understand the concerns people surface on social. Remember: you can never be too prepared.
  • Integrate your social media management platform across your martech stack . To deliver the most effective service on interpersonal, marketers need visibility in to the end-to-end customer experience. Drafting a social media marketing management integration plan can help remove the electronic silos that prevent your group from offering superior support.

Myth #2: Follower count is really a vanity metric

People have called follower count number a vanity metric ever since buying supporters in bulk rose to popularity in the early 2010s. On the surface, this discussion makes sense. After all, what does a high follower count matter if your engagement rate is lower?

As it turns out, it can count for quite a bit. Our Index data implies that nine away from 10 consumers will buy from brands they follow on social, while 86% will choose that brand over a competitor .

A chart depicting the actions consumers take when they follow a brand on social. 80% of consumers say it makes them more likely to buy from that brand.

Writing follower count off as a fluff metric lacks some critical nuance. Mainly, it doesn’t account for the “90-9-1 rule”. According to this principle, only 1% of social networking users create content, 9% share, Like and comment on that original content, and 90% of users simply lurk .

Lurkers might not contribute to your overall engagement price, but that doesn’t make them any less valuable. Around one in three consumers use social media to learn about or find out new products, services or brands . Just because they’re not liking or commenting doesn’t mean they’re not gathering information that can eventually generate buying decisions.

Myth #3: Gen Z . consumers are heavily swayed by influencer marketing

The near constant exposure to paid advertising seems to be making Zoomers a tad skeptical. Thirty-seven percent are usually unlikely to buy from a brand name after seeing content from a brand ambassador or changer , compared to 18% of Millennials.

To create an impact with Gen Z, marketers should prioritize the particular everyday influencer. Eighty-four percent of Gen Zers can easily purchase if someone they will trust recommends the product or even service and 82% understand reviews from other customers on social. Incorporating positive consumer reviews and user-generated content material into your social mix can play to these preferences and create more meaningful connections.

Take Amazon, by way of example. They frequently incorporate positive, amusing product reviews to promote products on social. Embracing the organic silliness that can be found in specific reviews helps them create entertaining content that motivates others to join the fun.

A screenshot of the Reviews feed in Sprout. Reviews in Sprout Social enable you to identify, organize and reply to customer reviews from Facebook, Google My Business, Glassdoor and TripAdvisor to optimize engagement and build brand loyalty.

Incorporating reviews into the social media strategy starts with creating a process to identify all of them. If you’re using Sprout Social, you can do this by creating a customized tag for positive reviews that are a good fit for social promotion. The particular Review management tool can consolidate and track Facebook, Google The Business, Yelp and TripAdvisor reviews in a single location, simplifying ongoing management.

Myth #4: Social information is strictly a marketing resource

Social data is invaluable with regards to informing team decisions, yet savvy brands know it can be utilized for much more. Forty-seven percent of agencies view social data being a multi-team strategy resource , expanding its impact well beyond the assumed advertising silo.

A chart detailing how social data is viewed within organizations. 47% of marketers see it as a resource that influences strategy for multiple teams.

This signals a new era in social media management where analytics are used for proactive decision making. From product development to customer care, social data can solution the most important questions about how to control and expand a business across every department.

Grammarly , for example , uses social listening insights to surface valuable user stories for their product and user experience teams. With Sprout’s Social Listening tool , they are able to turn feedback from priority platforms like Twitter and Reddit into actionable recommendations for the business.

If companies want to follow their lead and dispel this social media myth once and for all, they’ll need to rethink the way they see social. Start by identifying areas of your business that could benefit from social insights, and create your organization-wide interpersonal listening strategy from there.

Myth #5: Social marketers possess gone all-in on movie

The value of video on social cannot be understated. In fact , 54% of marketing experts say it’s the most useful content format for attaining social media goals. Despite this, video clip is consistently underused in favor of photos and posts that contains links, accounting for less than 15% associated with content published by brand names across Facebook, Instagram and Twitter .

This adoption gap can indicate that video manufacturing still feels out of reach for many social marketers. While there were quite a few advancements in remote video creation tools over the past few years, for some it can nevertheless feel like too much to take on.

If your team isn’t in a position to fully embrace the role of video in your interpersonal content strategy, it may be time for you to build an instance for expansion . Platforms are rolling out a lot more video-focused features, meaning demands for video content creation will simply rise. Getting ahead of these requests by preemptively developing your team can help brand names maintain an engaging interpersonal presence while mitigating the particular risk associated with burnout .

Social media myths, busted

It’s easy for people to get caught up in what these people think to be true, particularly when they’re not keeping tabs on the constant evolution in social media. To obtain the channel the respect this deserves, marketers will have to negotiate for themselves by debunking these common social media myths. Remember: tapping into the power of social doesn’t just benefit your team’s efforts—it will benefit your entire organization.

For more insights on how brands’ applications of social media are changing, download the Sprout Social Index , Edition XVII: Accelerate. Within, you’ll find more study on how businesses are using social to set themselves apart from their particular competitors and meet tomorrow’s customer expectations today.

The post 5 social media misconceptions to unlearn (and eliminate across your team) appeared first on Sprout Social .

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