We work with a lot of digital marketers who grapple with the ever-changing nature of social media. Because of this, they fall behind and lose the opportunity of boosting their brand presence. But have no fear--this blog will use case study examples to debunk some of the biggest myths and misconceptions about social media marketing.
MYTH #1: Social Media doesn’t fit for every brand
Pro tip: Find the right channels
It would be ambitious to say that being engaged on every social channel 24/7 is your marketing goal. Alternatively, neglecting the idea of Social integration is not the way to go either. Chances are that depending on your clientele, specific social platforms are contributing to your brand presence and those are the ones you should be leveraging to reach and engage customers. Once you identify those key channels, social listening becomes less of a task and more of a chance to court your customers.
In the Brand Battle Between AMC and Regal Cinemas, we saw Social selectivity at its finest. AMC’s were more engaged on platforms like Tumblr, Pinterest and Instagram. Irrespective of the follower count, these sorts of engagements shouldn’t be ignored. These platforms serve as crucial territory to build a stronger marketing strategy off of. Because of this Social integration and focus, AMC fans were checking in more than Regal fans on Facebook and Foursquare. Start working on some heavier social listening to qualify which channels deserve to be integrated into your greater marketing strategy.
MYTH #2: Social media should be used for moderation
Pro tip: Dig deeper with your Social management
For a true organizational transformation, moderation just won’t cut it. Instead, you should be focusing on key local terms, observations and even complaints to integrate into your plans for improvement. Don’t be afraid to dig a bit deeper than just reading customer reviews or conversations. Show customers that that you do indeed care about what they say.
Between Costco and Sam’s Club, we saw that although one brand was significantly ‘larger’ than the other with regards to number of locations, the underdog was able to win the social engagement round. Costco was more active on Pinterest and Instagram, but Sam’s Club was more active on Twitter and Facebook, where much more customer engagement took place. We suggest that to become a winner in local-social, you formulate a customizable response strategy based on the nature of the sentiment of each social media engagement.
MYTH #3: The only thing that matters is the number of followers
Pro tip: Quality over quantity
This is one of the most dominant, yet false myths. We are in an age and space where quality drives quantity. As marketers, we must be patient in cultivating deep relationships so that the numbers and growth are always positive.
When Home Depot and Lowes duked it out, we saw that the number of fans was just another metric. In fact, Home Depot had fewer fans than Lowes yet still gained a competitive edge by means of interaction. Based on likelihood of checking in, Home Depos’ dominance on Foursquare shows that fans are showing the love and bridging the online to offline gap. We measured that the frequency of this was twice as often as Lowe’s. When keeping ROI attribution in mind, this quantity of check ins overrides the quantity of followers. After all, those who engage both online and in-store should take priority over possible spam accounts.
MYTH #4: Social media should only be executed at the national level
Pro tip: Get focal and think local
We might be a bit partial in debunking this myth, but can you blame us? With 42% of consumers complaining on social media, a national management strategy is just not scaleable. Take the opportunity to work at a more granular level and find a technology that will help you manage that.
In our most recent Brand Battle between Bank of America and Chase, we noticed the phenomenon of users creating fake profile pages that were showing up higher in the results instead of the branded pages. This is a marketer’s worst nightmare because if a customer is on the path to purchase, a fake or hate page could veer them off completely. In order for Bank of America to begin building a positive reputation with its customers, the brand should start engaging more with communities online. If you’re not creating the correct branded profiles for your locations, someone else will. Don’t let your brand’s reputation be compromised because you decided to avoid what conversations were being said down in the trenches.
With so many brands competing for customers on every street, upholding a localized approach is what will give the competitive edge needed. Read more about how you can start formulating your local-social strategy with our Mobile Social Guide.