Social media has become an integral part of the marketing strategies for many businesses, and as a component of these strategies, has certainly produced results. Of course, this means that social media has become a new trend in marketing that is often overdone and poorly executed.
Making the Same Mistakes Again
According to Business Insider blogger Peter Shankman, the mistakes being made by current so-called social media experts are akin to the idea that attaching your business name to a dot com extension automatically makes you reputable.
The point is this: social media is not the be-all end-all of marketing, even though it offers new features that were not previously available in the online world. The inherent interactive nature of social media means that marketers assume that simply by posting content, they will engage people and gain more followers on Twitter and Facebook.
But what these marketers are forgetting is that social media is actually one of many means to more revenue. It’s not about fun and games; it’s about providing good content and making sure that your customer service is on point. Marketing needs to be transparent and accessible, no matter what the platform is.
What it all comes down to is well-written, relevant content. If your social media pages are not converting, it doesn’t mean you’re not posting enough, it means you need to strategize and post better content. No ‘expert’ will help you there. Believe it or not, every single Twitter promo is not going to actually reach customers if you aren’t giving them a means to respond. Because interactivity is a de facto feature of social media platforms, you should be leveraging it to the fullest extent. That means asking for feedback and actually communicating, not just barraging customers with facts about your business.
Social ROI is Not Exactly Measurable
The other issue with purported social media “expertise” is that ROI is not measurable in social media, at least not in the traditional sense. A higher number of Twitter followers or Facebook likes does not necessarily mean that the product or service is selling, and there is no way to implement the same metrics as with other kinds of online marketing via impressions, clicks or conversions.
Social media simply does not fit in with a conventional marketing funnel, and there is no way to force it to conform to the mold. Supposed ‘experts’ may claim otherwise, but the more engagement-based nature of social media marketing means that marketers simply need to be asking different questions about their strategy – and about their clients.