If you are constantly trying to explain to management why social media is so important to your company’s marketing plan, you have likely had a few conversations where you attempted to explain the power of social media.
Some professionals haven’t had a chance to see social media in action and aren’t able to grasp why this medium is so important. Others feel that they have been “doing just fine” for years with their current marketing efforts, so wonder why they should add social media to the mix.
The following are three common social media complaints or opposing views, and the truth behind the claims.
Social Media isn’t a “Real” Marketing Tactic
This complaint often comes from professionals who have been in their industry for several years and have run successful traditional marketing campaigns. These people sometimes have a hard time understanding that social media can open up a whole new realm of possibilities and even markets.
Social media is a “real” marketing tactic. In fact, it’s becoming one of the most popular marketing tools. Brands that aren’t using social media for marketing reasons are falling behind and in a few years they will be completely left out of the social media arena with very detrimental consequences.
Social Media Marketing Doesn’t Require Time or Money
People who underestimate the power of social media often don’t give it what it needs to succeed: resources and time. Many businesses only employ social media managers part time or add social media to the list or responsibilities of an already busy employee. There is a science behind social media, and any brand that uses it needs a strategy. This strategy will require some resources and will take time to succeed.
Another reason managers don’t allot enough resources to social media efforts is that they believe the return on investment rate is low. On the contrary, if a social media plan is based on market research, uses clear strategies and includes calls to action, it can bring huge returns.
Social Media Marketing Only Targets Younger Audiences
Many people believe social media is a great tool for reaching young markets, but don’t believe it can be effective in reaching other markets. It’s true that some channels attract a younger crowd, but a wide variety of demographics can be reached through social media.
For example, most Facebook and Twitter users may be young professionals, but Pinterest tends to attract a middle-aged women. Instagram appeals to a younger group and LinkedIn is mostly used by college graduates and professionals who have been working for several years.
There are many arguments against social media, but none can dispute the fact that social media can be a very powerful tool. If used correctly, with research and strategy, social media can have a huge impact on your brand’s digital marketing strategy and can help you identify new strategies and even new audiences.