The war has moved to the cyberspace. Big business houses are fighting it out over the web to claim their supremacy. Of course, there is no such bloodshed happening around the web, but being a marketer I have a terrible feeling that we marketers are now being treated like cannon fodders when it comes to protecting and promoting the supremacy of a brand on the web. Since most people are either oblivious or blissfully ignorant of the fact that social media and content driven marketing are the two pillars of online marketing, brands come with some outrageous demands. Their complete disregard for the tenants of online marketing might stem from the myths that continue to rule the social and content marketing industry. Here we are going to smash some of those long-held myths that are now trying to masquerade as facts. Let’s roll some heads –
Social Media is Immeasurable
This is not true. Well, I concede that this is half true. Even seasoned marketers find it really difficult to precisely measure the outcome of a social media marketing campaign. But that does not mean you cannot measure it. You can always create custom URL and share that URL in different social media channels. Now, thanks to different tracking applications like Google Analytics, you can easily track how many people have landed on your website via social channels and exactly what percentage of that traffic has actually converted. This gives you fairly accurate picture of things around you. Now, of course, there is no way you can precisely measure the ‘engagement’ level. But the same goes true for other marketing channels like billboards, direct mails, emails, TV, radio and so on. So, just because it is impossible to track engagement on social front that does not necessarily mean that you are going to ignore this powerful platform and opt for other platforms which are equally impossible to measure accurately.
Negative Feedback on Social Media, Phew! Not a Big Deal
Of course, it is the not the duty of a brand or a company to listen to all whimsical demands of their customers and their endless rants. Nope, definitely by doing so, companies will be getting involved more and more in the middle of public debate. This does not sound great for a brand, but you simply cannot play the role of a mute spectator while the brand image of your organization is taking a beating. You need to get involved but the level of involvement should be monitored. People should have a feeling that the brand is listening to the problems of people rather than trying to run away from it. No need t offer instant solution to all problems but a word or two showing your concern for the problem might help your brand score some brownie points on social circles.
Customers From Social Media Sites, You Must Be Kidding! Lol
Definitely, social media is not going to help you acquire new customers directly, but it has an overall rippling effect. Research shows that 84% of fans on an average company’s official Facebook page are in fact existing customers or happen to be customers in some not so remote future. People like when they feel that the Fan Page deserves to be ‘Liked’ and that means; you have to be careful while promoting your brand over social media circles.
Emails are Passe, Social Is All We Have, Seriously?
This is probably one such thing that irritates me like anything. How come a person can be do dumb to say things like social media is going to take a toll on the Email. People have always and will always be using Emails when it comes to communicating officially and effectively. Although it is a fact that an increasing number of disgruntled customers are now falling back on social media sites to fix the issues that they are facing, Email still has not lost its position. So, stop saying that. Even big brands like Moz, SeerInteractive, SEOservices.com.au and SEOGadget.com are harnessing the power of both the platforms and they have witnessed massive success on the engagement front.
Leaders Can Only Creates High Quality Content
It will be great if you get the leaders involved in the production of a copy but in the real world, this is not always possible. Leaders are busy bees and they are responsible for exploring new growth opportunities and making people feel inspired. So, you simply cannot get them to write an article that will help you push your content marketing initiatives unless you do not mind making some sacrifice on the growth front. You need to hire some guys [not just some content writers] who can easily relate to the vision of the company and come up with engaging content.
Content Marketing and Social Media is Two Different Things
Content is the driving force that fuels all your social media activities. You simply cannot make your social media activities rock without being powered by highly engaging content. Content marketing and social media shares a symbiotic relationship that you simply cannot ignore.
