Boxcar Marketing has been out and about on the speaking circuit lately and the following myths keep presenting themselves. Let’s dispel them, shall we?
Myth #1: Social media is a marketing strategy.
Social media is not a marketing function; it’s an overall high-level business strategy that supports your organization’s goals.
Myth #2: It’s all about the online tools.
Social media is not about sending out electronic press releases or setting up a Facebook page. It’s about how we can use the tools to engage with our community. For example, how can we use electronic press releases to capture the attention of a new audience or how we can use Facebook to encourage social interactions that build loyalty and connections to the company and between community members.
Myth #3: Building online communities requires tight control and management.
Nope. You always have people out there talking about you; it’s called word of mouth. In traditional approaches, we make sure that people have a positive experience with us at all levels, from the person who answers the phone to the customer service to the follow-up afterwards.
The same is true with social media strategies. Relinquishing control does not mean abdicating responsibility; it means that you control the things within your control. You set the stage and the conditions that allow for your organization and community members to thrive. That way, people have good things
to say.
Myth #4: Social media is time consuming.
The key here is practice. The first time you do something it takes time. The first press release you ever wrote, the first job description for a new hire, the first report, whatever it was, you were doing something new and you needed to be slow and methodical in your approach. But as you gained experience, things got faster and easier. The same is true with the web. It’s just practice.
Myth #5: Your audience isn’t online.
The average Canadian spends close to 43 hours per month online. And it isn’t just young people who are spending time online. The latest Interactive Advertising Bureau of Canada report (PDF) showed that in May 2007: 29% of age 50+ web users visited a social media site in the last month versus just 8% in September 2006; 72% of 20-29 year olds had visited a social networking website, up from 44% in September 2006.
For more information
Read the Harvard Business Review article Getting Brand Communities Right by Susan Fournier and Lara Lee. The site also includes a great quiz to help you determine if your business is social media ready.
