Myth 1: Direct company channels are the most important social media outlets for my company.
Making use of company specific channels such as a professional Google+, Facebook page or having an account set up on Twitter to deal with PR with a personal touch is certainly an important part of applying social media; it is not the focal part of the social landscape.
Instead, the employees of a company are typically more likely to have a far larger social presence away from work than from within, and by virtue of the greater number of accounts and information – there is far more information available, than what the direct channels from the company can reach alone.
Imagine how many employees have Facebook accounts or use twitter, compared to the number of people managing the 1-2 business pages and twitter accounts for a company.
Myth 2: My customer-base are not users of social media.
Considering that so many people use the internet nowadays and with sites like twitter, Google+, Facebook and other social outlets have sky-rocketed in use. It is possible for customers of your business to use these outlets without you actually having a set page or area for your business.
Myth 3: Negative feedback is purely a vocal-minority issue and should be ignored.
Ignoring an issue does not resolve it, whilst it is easy to think about ignoring negative feedback, it can harm the perception of your company for the rest of your customers. If you are not dealing with their concerns, you’ll give the impression of not caring about your customers – whilst larger businesses tend to get away with some scrapes and bruises to their revenue, this can potentially ruin a small business or start-up.
Myth 4: Social media is purely to find new customers
Whilst people certainly make use of social media to encourage people to become new customers, a lot of the time you are likely speaking directly with people that are already advocates of your business, people do not tend to like things randomly or +1 a business they do not already know about.
Myth 5: It is not possible to measure the success of your social media.
Social is definitely measurable, it sometimes can’t be something that you are able to directly measure like; page views, comments, likes and so on for your Google+ business page. Perhaps its something on the indirect side, it’s possible to have reviews and comments appear on a large variety of store sites that can’t be tracked or measured, but have your monthly revenue or registered customers increase because of it.
Myth 6: Thought leadership and social media do not mix
It’s entirely possible that creating content can lead to thought leadership but only if it is of very high quality and well regarded among similar businesses.
It is possible to have high quality articles and information created by your company, whilst having social media provide a social buffer or impressions and general perception.
Myth 7: B2B and B2C are different playing fields, with different rules.
Whilst some parts of the playing field will certainly be different from a B2C situation, every business is ultimately about the people and the people within the company. The general concepts of content marketing and social media are still relevant in a B2B situation because of the people that form the business.
In short, the rules are only marginally different but B2C is influencing B2B enough so that the playing fields are getting progressively similar. As such, the argument that you can forgo such powerful tools because your company is B2B is simply not valid.
Myth 8: Secrets are revealed if you provide too much content.
Short of doing the work for someone else, no matter how many hints/tips and other content that they look at, they will still have their own flavour or other form of interpretation that they leave with.
Think about all the recipe books you can buy, or guides to entrepreneurship or any other help books and guides, they would not be doing very well if all it took were a brief copy-paste of the content.
Myth 9: Content marketing is purely about what your business offers.
This stems from the view that marketing is directly related to business strategies and not a method of propagating awareness of your business alone.
Or put more simply, Instead of just thinking about content marketing as a way to advertise your business, it’s possible to think beyond that and encourage social engagement instead of purely business ones.
(Although this might seem like just a business strategy for the most cynical of you.)
Myth 10: Social media is too different to Content marketing
Whilst content marketing is a very direct business initiative, it blends incredibly well with social media. If you are able to balance the two with each other, they create one of the best symbiotic marketing strategies possible, balancing the need to advertise your products and services and opening up a dialogue with customers directly.