Common Misconceptions about Social Media

Being a “social company,” we speak with business owners on a daily basis. In some cases, it’s to educate. In others, it’s to consult. Regardless of the conversation being had, there are always the misconceptions about social media & communication that we need to overcome. Here is the top 3:

1. Social Media is a passing fad. This objection is probably the most common, and also the most easily overcome. “The proof is in the pudding,” as they say. The amount of Internet users that connect to at least one social media site is approximately 940 million people worldwide. 940 million people is not a passing fad, it is revolution of proportion never seen before. This number is only increasing, specifically with the number of smart-phone users on the rise. These phones make accessing social networks easier and more convenient. In our own backyard, smart phone use increased by 50% between 2010 and 2011, with approximately 6.6 million users across Canada.
2. My customer base is not using social media. In short, yes they are. Statistics show seniors are the fastest growing demographic of social media use in the modern world. With wireless technology advancing, rural areas, previously “left in the dark” are now connecting at record rates. Who else is left? The younger generations are pratically born with cell phones in their hands, and the middle aged demographic has had no choice but to connect or be left behind. Your customer base may not be using it to the extent that others are, but the percentage of users is likely far greater than you think. Do your research.
3. My business doesn’t need to connect through social media. Does your business need to connect with your client base, your prospects and your industry influencer’s? If it doesn’t, that is one heck of a business model. Chances are, your competitors are using social media to connect with their clients, as well as yours. Not operating in that space puts your business at a disadvantage, it’s that simple. If a business owner had the opportunity to speak face to face with a prospect and answer any questions they may have, they would take it. If there is a gathering place for your target market where they come to see products or service like yours, you would be there to represent your brand. That is all social communication is; representing your brand in the space where your target market is congregating.

Ultimately, the greatest misconceptions about social communication stems from a lack of understanding of what it really is. Social communication is not about having a Facebook page, it’s about making sincere and genuine connections with people of similar interests.