Digest...
Myth No. 1: People who love your brand on social are the best advocates.
“I hate to break it to marketers, but this is not always the case,” says Marco Hansell, CEO of social marketing platform Speakr. “Advocates can quickly become white noise if people expect them to talk about your brand every single day.”
Myth No. 2: Posting and sharing content is enough.
“Engagement is the single most important use of social media. As a brand, you not only need to share content, but you also need to engage with your audience by responding to their comments, proposing questions, and establishing a rapport with key influencers, so it's visible to your listeners,” says John Donnelly, senior vice president of global sales and marketing at social intelligence company Crimson Hexagon.
Myth No. 3: Respond to everything in social.
“One thing that I think brands mistake in social is that they need to hop on every real-time moment, trend, or customer complaint,” Speakr's Hansell says. “While engaging with your audience is key, knowing when to engage and when to stay out is the art of thinking of your brand just like a normal person. We don't respond to everything people email us, nor do we hop into every trending topic trying to force our own relevancy into it.”
Myth No. 4: Companies must have a presence on every social channel.
Each social platform has its own posting and sharing etiquette. Users even comport themselves differently depending on the platform. So, brands should be careful and strategic when expanding their social presence.
Myth No. 5: Only professionals can create marketing content.
“No one knows customers better than customers themselves; so, why do marketers think they're the only ones who can create engaging content?” asks Marc Cowlin, senior director of content marketing at digital technology company Thismoment.
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