Social Media Myths Damaging Your Business
There are so many untrue myths surrounding social media best practice. Here are just a few that may actually be damaging your business, content, and keywords.
1. Delete Or Bury All Negative Comments On Social Media
“Quick, bury those negative comments and reviews on social media.” That is the knee-jerk reaction for many. However, quite the contrary should be true; you should see this is a great opportunity to show that your brand is grown up.
Thank the negative poster for taking the time to point the issue out and tell them how you will ensure that this problem does not happen again (if your fault), or demonstrate where they are going wrong and supply an alternative.
If your service is an app, let them know that the issue will be cleared up in Version 1.1 or whatever.
Visitors to your site will see how you care about your customer’s input and will feel that their concerns will be addressed or at least that support will be available. Respect is a great brand builder.
You will build brand followers who will support you in unfair criticism, and they will post their tips to get around problems. You will have seen examples of this in many a comment section.
2. You Can’t Afford To Bid For The High Volume Keywords
Paying for ads Worldwide for those high volume searches would cripple most people’s business, it is true. However, your team knows the people who have visited your site through analytics and pixels.
Target only those people through retargeting. The costs are so much lower, and your audience will know your brand already and so be more likely to convert into buyers.
3. Retargeting Or Remarketing Is A Bit Intrusive
Done right, retargeting is a simple way to re-engage visitors who are already familiar with your branding.
You are merely showing them an ad for something that they already like. How can that be intrusive?
4. We MUST Be On Snapchat Or (Insert Whatever The New Buzz Social Media Platform Is)
Yes, you must…if your product targets 12 to 17-year-olds. Only post to social platforms if they give value to your business or you can give value to them.
Remember ‘Diaspora’ or Xanga’? No? Neither do most people.
Just because something is the new trend does not mean it is worth the time signing up. Keep your eye on it and move along if it does not blow up.
5. Re-posting Your Content Is Bad
If you have fantastic content and you post at a specific time of day, why not repost? It can then be read by people who may have missed it the first time around.
The sad fact is; no matter how excellent your post was, most people will just not remember it. So go ahead and repost it at a different time for a new audience.
If it is a year or so old, make a point of it and say how relevant your old post is even in this day.
Be careful not to overdo this on Facebook as their algorithm may go against you, but the other platforms can and should be reposted to often.
6. Posting too often is considered spam
By who? This is such an easy myth to bust. Instagram for one is content-hungry and actively rewards frequent posters.
The rule of thumb is…whatever you post, it needs to provide value to your readers. If you have nothing valuable to post, don’t share it.
If you are a prolific writer (or your outsource team is) post as often as you like. You will see real growth in your engagement, and your branding will build as a result.
7. Post once a day — or week
Following on from Myth number 6, many people are afraid to post often, killing their chances of social media growth and success before they even get off the ground.
Your fans and followers are not just fickle but are bombarded with social media noise all day every day. They will forget who you are and why they even followed you in the first place.
For Facebook, the bare minimum is once a day. But for some other platforms that would be nowhere near enough (Twitter for example: If you post only once a day on Twitter, you may as well not post at all).
As mentioned above Instagram loves frequent posting. As long as you have those excellent images and slogans, go for it.
8. SEO is Dead / Over / Irrelevant
Search engines (Google in specific) are still the first place most consumers look to seek out reviews, ‘how to’ articles or the latest gadgets.
SEO should still be a significant part of any digital strategy. It is no longer about outsmarting Google (unless you are in for the short game), but it is about optimising your posts with the right keywords, the right topics and the correct URL structure.
Keyword research, for example, can, of course, help your ad campaigns.
9. My Products Are Too Dull For A Blog or Social Media Marketing
Ah yes, the old “Who would be interested in an X widget blog?”
Any and every business can have a blog that creates authority and value to your customers (actual or potential).
If you are a service company for air vents, you might think you have nothing to say. But, the truth is that many of your customers are searching for which one to buy, or how to install an air vent (show them a detailed description, showing them how hard it is and they will be eager for your services).
Writing great content get you upward movement in ranking (who does not want that?), it will help set you as the authority in your field and realise more sales.
10. Pageviews are THE most important metric
To concentrate on only one metric is a foolish proposition without the other associated metrics such as bounce rate, time spent on page, traffic sources and more importantly ‘conversion.’
Pageviews are almost meaningless without knowing your competitors or the industry average for those views. (20,000 a month could seem like a large number until you find out that your competitor regularly achieves 100,000).
11. Change the date on your post to this year and help by keeping visitors coming
I know the title says ten myths, but this drives me nuts, so I need to include it. Why? Here is a scenario.
Your iPhone has frozen, and you need to find out what to do, so you search, frantically seeking out a solution. You have a big business call on Skype, you NEED that iPhone up and running. You read a detailed blog post and start to work, then realize that none of your settings is looking like the example. You then read the model numbers associated and see that this post is at least four years out of date.
Do you thank the poster for his input? Are you vowing to be back to read more content from that site? Or, are you hurling insults at him and the horse he rode in on?
Visitors are helpful — but irate, insulting and generally ‘upset’ visitors are not.