I've had several meetings over the last week that have prompted this post - hearing misconceptions that getting into social media is somehow free, fast and a return is to be somehow expected. I don't think so. It's not that social media marketing is hard, I feel it requires more joined up thinking and, like any investment, it needs fore-thought.
- Social media is cheap (if not free). This is the biggest one, I feel. Social media isn't at all free - there are simple a vast number of free tools to help you, a big difference. This is the classic problem now, social media seems to be about the tools, so in conversation we talk about Facebook, You Tube, Flickr, Stumblupon, Twitter, WordPress blogs etc - but that isn't social media marketing. Social media marketing is people, real people with real interactions, albeit digitally. So - you need a plan, a team, time and some bought in skills to help you get going. And, that's before you get into creating a section on your web site, or a mircro-site to become your community hub and overlay the creative, the big relevant idea that you hope will engage. After that there's the content that you'll need to fuel the conversation, as well as any targeted promotion you might do to kick-off and support your campaign. Not so free now, is it.
- Anyone can do it. Is this blind hope or ignorance, or is it propagated by the 132,000+ social media experts in LinkedIn, or maybe the plethora of agencies leveraging social media as the latest service - "yeah, we can do social media for you"? I believe it's about having objectives and a strategy first, so anyone with relevant experience can help. Equally, given the clue in the word 'social', it's also critical that the right team are working internally, people who really care, respond, interact, will initiate and share. I also believe that most of us are constantly learning - there are very, very few true gurus - because the world, and marketing, is changing so fast. Don't be put off to start-out and try things, be genuine with consumers and do lots of listening - just as you would if you were sat around a table sharing a conversation with ten of them. You know your audience and that's the place to start from.
- It's quick. Maybe, if there's enough reach already in your network or influencer networks that you can leverage effectively, or there's enough budget to drive early reach the paid way - this worked for the Old Spice Guy campaign. I am a big fan of both Seth Godin and Gary Vaynerchuck and they both echo a similar word of caution - you might get lucky but there is 'a dip' to get through that will separate you and your brand from the masses who half try, and then fail. Be persistent, learn, refine, improve - and keep going. Above all, the commitment to your cause is what will matter.
- They will come. Whether it's a web site or a great campaign micro-site, like a party you didn't invite anyone to, it's just not true. I know as I've made this mistake, getting wrapped up in the big idea. A great number of tools can and will drive traffic, including Facebook, StumbleUpon, YouTube, and Twitter. And, nothing, absolutely nothing, works better than word of mouth. There in lies the opportunity for a great idea, with highly shareable content and a means and motivation with which to do it.
- You can't measure results. "We just run campaigns, you can't really measure it". Nope. You can and it's your job - it marries with having the objectives and strategy since it all depends on the R (return) that you were looking for from your ROI - take time in tying the activity back to the end game. There are a variety of methods, including mentions on blogs and in the media; comments on the content as well as shares; and of course click-throughs to your own web assets and services. Define the actions, the outcomes, goals and calls to action - and then measure them. Here's two great posts to inspire from Brian Solis and also Jeremiah Owyang that will help.
I'd love to hear your myths, what you've found and what might be useful to share with others?
