7 Social Media Marketing Myths


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7 Social Media Marketing Myths

  1. 1. 7 Myths of Social Media Marketing 2010 Roy Young, President MarketingProfs
  2. 2. 7 Myths of Social Media Marketing Practice: 1. Marketing departments are hiring social media specialists 2. Social Media communications is free 3. Social Media is just for the kids 4. The bigger the Twitter network the better 5. B2B is totally different from B2C 6. Corporate culture constrains usage and effectiveness 7. Free analytics software is all you need for measurement
  3. 3. State of Social Media Marketing • 5,168 marketing and business professionals responded to a general survey on marketing practices – 64% (3,285) indicated that social media is one of their job responsibilities
  4. 4. Myth #1: Marketing departments are actually NOT hiring social media specialists • 61% are folks doing this work in addition to their defined role • And 32% have social media responsibilities as just part of their job.
  5. 5. Myth #2: Social media marketing is NOT free. Budget for social media in terms of staff time, not media spend and Myth #3: Social Media is NOT just for the kids. • High-level executives are more likely to be active in social media than not active, making that time more costly. • Young staff may not have the experience to be leaders in social spaces. 1.1
  6. 6. Myth #4: Large Twitter networks are NOT necessarily more valuable than smaller networks • Majority of Twitter users have far fewer than 1,000 followers • Raising the question “is quality or quantity more important when it comes to Twitter followers?” 14.6
  7. 7. Myth #5: B2B is NOT significantly different from B2C social media marketing. • Surprisingly similar usage rates of “earned media” among B2B and B2C organizations. • Email to house list is the most commonly used form of earned media. • As for social media, public online communities are used by over a third of companies; blogs by about a third; and videos for viral use by about a fourth of all companies 12.1
  8. 8. Myth #6: Success Requires a Company Culture of Openness Have Had Success Creating an Online Community Around a Brand Company Cultural Attribute Agree Disagree Quick to adopt new media technology 55% 28% Value open, honest dialogue about marketing 47% 27% THANK YOU! Encourages collaboration between marketing 48% 28% and others Uses consumer feedback productively to 45% 34% improve the offering
  9. 9. Myth #7: free analytics software is NOT alone enough. • Nearly every measurement option is mostly “helpful” (blue and orange sections of bar) • Traditional web analytics tools score higher than new social media monitoring tools for robust measurement 39
  10. 10. For information about the research, go to: http://bit.ly/8kjHHx THANK YOU!
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