The six most popular myths, and truths, that radio brands encounter with social media.
Social Media has proven to be an excellent set of tools that adds to any brands marketing strategy. But among the success stories, come a number of fallacies that sway prospective adopters from investing their time and effort into the medium.
The following social media myths are ones that can hinder your brands potential for increased awareness and revenue, but more importantly take you out of reach of communication with your customers directly and strengthening relationships.
1) You have to be on every social network
One of the most reoccurring misconceptions is that brands need to be on every social platform. Not only is that ridiculous, but it’s probably not even feasible. A brand only needs to spend time with platforms that their targeted customers are using. Typically these will be Facebook, Twitter, and Instagram, but may also include other specialized platforms such as Pinterest and YouTube. Brands should only stick with 2-4 platforms that they know they can consistently deliver valuable content to a selected audience, and slowly expand their platforms over time as the value of each platform grows.
2) Social Media is simply a distribution channel
Social media isn’t about pushing your products and promotions, but instead is about creating two-way conversations with people that value your offering. Brands that force their messaging on people become spam, and spam becomes irrelevant. Your brand should go out of their way to create content that starts conversations, and spurs interactions between fans and yourself, so you can successfully story tell on how you’re awesome.
3) Quantity is greater than Quality
Brands who post relentlessly on any little piece of content they can find lose followers. And that is exactly the opposite of any social media strategy. By bombarding people’s timelines and feeds with posts, brands actually lose credibility due to the lesser quality of content being offered. The key is to find a sweet spot and stick to it religiously. This could be anywhere from posting 1-2 times a day, three times a week, or once ever Friday. By observing what kind of engagement brands receive on their posts, they can measure when and how often people are participating with their content. Afterwards, staying consistent is key as followers will recognize your social presence and look forward to your timely content.
4) Followers are what matters most
Would you rather have 25,000 people that only clicked on a (page) “like” button? Or have 1,000 people that are loyal to your brand, interact with your content, and participate in your calls-to-action? Many brands feel that having a large number of followers is the best measurement for success, when it really isn’t. If those 100,000 people aren’t engaging with your content, then chances are they are ignoring it. Instead try measuring how many people are participating with your brands marketing efforts and focus less on stockpiling a following.
5) You can’t measure Social Media
Determining the success of marketing campaigns is essential to every brand and with the arrival of social media; many traditional marketers have found it difficult to measure. While yes, in the beginning social media did prove to be a challenge, now, almost all platforms have a detailed set of analytics and data measuring tools. These days you can learn about user sentiments, find brand advocates and influencers, calculate ROI ,and visualize the impact that social has on revenue growth.
6) Your audience is not on Social Media
It’s finally time to put this myth to rest. In Jeff Bullas’s article “22 Social Media Facts and Statistics You Should Know in 2014” a great deal of research regarding user demographics has been exposed. Firstly, it is true that an incredible amount of millennials do use social media on a daily basis and on multiple platforms. But so do 72% of adults aged 30-39, 60% of adults ages 50-60, and an impressive 43% of adults aged 65 and over. Brands need to get over this false fact, and accept that not only are their customers on social, but 72% of ALL internet users are as well. Brands simply need to stay aware of which platforms certain populations move and shift towards, and communicate with them accordingly. In the end, most demographics use social media more than they listen to radio. Here’s an infographic looking into 2014 social media facts.
Companies need to understand that the social media space is different from other marketing channels. By having an open mind and focusing on the value of social to their station, brands can encounter increases in web traffic, listener engagement, and revenue opportunities.
Check out our case-study on Growing Reach through Social Media below!