Unless an argument is presented with actual, measurable data, most social media advice from self-proclaimed experts comes simply from personal experiences, and is ultimately nothing more than trusted opinions. It’s important to keep in mind that many of the sworn, tried-and-true tips you’ll find online have worked in situational instances, and the recommendations of these social media “gurus” might not work for you. I mean they might, but the point is that not every suggestion should be followed with blind faith and devotion. Below, we’ve articulated on a few of the most common social media fallacies, and why they shouldn’t necessarily be trusted:
You don’t need to be on the newest social platform
Some social media experts will tell you that you absolutely need to have a presence on Twitter. Others will claim that Facebook is entirely necessary for your business. A significant bunch will insist that LinkedIn is the right community for your company’s growth. But what’s the one place where your business shouldn’t be?
Your company doesn’t need to be on every social media platform. Even if there’s a trending new website or app that’s gaining millions of followers, stop and think about the demographics before you dive into a new scene. You might not want to waste time any energy on Snapchat unless a large part of your target audience is women under 25.
Don’t be yourself all the time
The mentality makes sense for the most part. Social media professionals might tell you that you shouldn’t just act like you care about your online communities — you should genuinely care about them. But their advice isn’t entirely in synch with their philosophies. Many social organizations will tell you that it’s in your best interest to be “authentic,” while simultaneously advising you to be polite, open up to people, and share your ideas.
We’re not trying to imply that connecting with people in an honest fashion makes you a big lying phony. What we’re trying to say is that there are absolutely times in which it will be beneficial to your company as a whole to exercise your mental filter. We all know how speaking our minds can get into trouble, so it can be baffling sometimes how advocates of authenticity fail to see the importance of discretion. The owners of Amy’s Baking Company Bakery Boutique & Bistro were being pretty authentic when they called internet users “punks” and “fools.” It turned out to be a pretty bad strategy. Not that they should have been inauthentic in any way — for example by claiming their social accounts were hacked — but a little discretion can go a long way.
Social media isn’t free marketing
Yes, many social media websites are free to join, and yes, you can absolutely gain some value from social platforms for no monetary cost. But social media should still be viewed as a resource investment. In order to get the most out of your social media accounts, it’s usually necessary to put some money into it. That is, you might have to pay multiple employees to handle your social initiatives, and not just let Roy from accounting wing it with no real strategy. Furthermore, paid social ads can absolutely be worth the cost! The point is that there will be a cost.
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