Social networks already have a wide presence among consumers, brands and marketers. They may have erupted not so many years ago, but despite this, its use is already something so standardized that it has been incorporated into the daily life of everyone and the needs that brands have to meet every day.
Despite this, and despite the normalization of social networks and social media marketing, they continue to present certain problems and generate certain issues and doubts between brands and their managers, especially linked to certain issues. And, despite everything, marketers still believe certain things about how social networks operate that are nothing more than myths and false beliefs that should disappear once and for all.
What should brands start to question and stop believing now? In Hootsuite they have elaborated an analysis on the myths of social media marketing and from their conclusions the following five kinds of urban urban legends ’can be drawn about how social networks operate and what obligations brands have on them.
What matters are the numbers: succeeding implies having many followers
This is one of the beliefs that remain despite the fact that many analyzes have already made it clear that numbers and success are not really synonyms. Despite this, it is possible that this is one of the issues that makes it more difficult to understand those responsible for companies and that it becomes one of the recurring issues of tension with their social network managers. Some continue to believe that what matters is quantity while others no longer know how to explain once again that this is not really all that matters.
As they point out in the analysis, having a lot of followers is fine, after all it implies that many people are interested in your brand or what you have to say, but it does not necessarily mean that you are succeeding or success in a secure way. That they follow you does not imply that they read you or that they are responding to what is being published. Do not forget that the number of followers is an interesting fact, but much more valid is the information related to engagement.
Everything has to be online and everything has to stay online
The Internet has become a very important element in the day-to-day life of companies and an issue that is increasingly decisive when establishing contact with consumers. And yes, brands have to work and much their online presence and they have to be very active in social networks and in their different websites. But in this race to be active in these scenarios and to connect with consumers in the space that now seems to be becoming the most relevant one can lose sight of another issue. The line that separates doing it all online and ‘technologized’ and converting the image of the brand into the image that a robot could have is very fine.
Brands should not forget the human touch, remember in the analysis, and should not forget having to connect with consumers in a much more personal way. That is to say, it is not only about doing things outside the network (such as acts with a physical presence) but also endowing the mark of a human dimension with real people.
I need all social networks!
Another of the recurring failures that brands make when connecting with their consumers on social networks is to try to be present everywhere. It is one of those beliefs that the starting brands have about how their strategy should be: they have to open profiles in all the social networks that have been and because there is, because you have to be. And, although the theory can support this idea, practice throws it a lot on the ground. It is not necessary to be in all social networks and it is not necessary to accumulate profiles like a schoolboy who collects stickers. Brands have to think, in reality, what they want to get and what social networks will help them.
Before entering each of the social networks, brands must think about how that social network will help them position themselves and, above all, what public they want to reach. Not all social networks have the same type of users. To this we must add that brands must look for functionality. Each social network should serve you for something.
Social networks are social networks and the rest is the rest
Or what comes to be the same: what I do on social networks matters in that scenario and its effect and they themselves are separated from what happens in the marketing strategy. This belief is especially surprising in the times that run when analysis and more analysis have shown that consumers are increasingly multichannel and, rather, more omnichannel. Consumers are seeing the world around them as a whole, as an element in which all things are interrelated, and, more importantly, they have integrated social networks into their daily lives. Social networks are always present, so brands should be aware that what happens there will not stay there.
Social networks are not my thing: they have taken me too late
This is another point that seems surprising that he is still believed and that he still has ‘his audience’. When social networks appeared and when they began to be used in the business world, the issue was left, above all, in the hands of the youngest workers, who were the ones who they knew what that was about. But in reality social networks are an absolutely transversal element and too important in the day to day of the company so that not everyone acquires the expertise necessary to use them and make decisions about it. No one can go from social networks.