Debunking Six Social Media Myths

By B.L. Ochman

For companies, resistance to social media is futile. Millions of people are creating content for the social Web. Your competitors are already there. Your customers have been there for a long time. If your business isn't putting itself out there, it ought to be.

But before you take the plunge, bear in mind the many myths that surround social media.

Myth 1. Social media is cheap, if not free. Yes, many of the tools that can be employed in social media marketing are free to use. These include Google's (GOOG) video-sharing site YouTube, Yahoo's (YHOO) photo-sharing site Flickr, the social-network building tool Ning, and content aggregators such as Digg and eBay's (EBAY) StumbleUpon. Free blogging tools abound too; among them are WordPress, Twitter, and FriendFeed.

However, integrating these tools into a corporate marketing program requires skill, time, and money. The budget for an effective social media marketing campaign begins at $50,000 for two to three months. I'm sure companies have spent less, and I know they've spent more.

Building a site that incorporates interactivity, allows user-generated content, and perhaps also includes e-commerce doesn't come cheap from anyone who knows what they are doing. Even taking free software like WordPress and making it function as an effective interactive site, incorporating e-commerce, creating style sheets that integrate with the company's branding, takes more than time. That takes skill, experience, and money.

As a rule, a $50,000 to $100,000 budget can cover the creation of a simple multimedia microsite that becomes the center of an online community. I have created effective campaigns with as little as $50K, and even better ones with budgets of $500K for three months. :>)

Add in some widgets to help distribute the content and form a credible group on Flickr, Twitter, or Facebook and other networking groups to enhance the community aspect of the campaign. Complex functions add to programming and design costs.

A high-yield, highly targeted blog advertising campaign to kick off and support the program will cost an additional $25,000 to $100,000 a month. Advertising through Google's AdWords, e-mail support, co-registration, and other tools that drive traffic would be additional costs.

Myth 2. Anyone can do it. A surfeit of whiz kids and more experienced marketers are claiming to be social media experts and even social media gurus. Search the bios of Robert Scoble's 56,838 Twitter followers using Tweepsearch, an index of the bios of Twitter users, and you'll find:

• 4,273 Internet marketers

• 1,652 social media marketers

• 513 social media consultants

• 272 social media strategists

• 180 social media experts

• 98 social media gurus

• 58 Internet marketing gurus

How many of them have actually created a successful campaign for clients using social media tools? I bet you'd be hard-pressed to find half a dozen with real track records.

A successful social media campaign integrates social media into the many elements of marketing, including advertising, digital, and PR. Opinion and theory are no match for experience, and the best social media marketers now have more than 10 years of experience incorporating interactivity, blogs, forums, user-generated content, and contests into online marketing.

Video contests by companies hoping for viral buzz and Google juice are as plentiful as mosquitoes on a humid summer night. But, like their insect counterparts, most video contests suck.

It's the rare video contest that gets as many as 2,000 entries. Many, like Denny's recent disastrous effort, get fewer than 10 entries. Apparently, 48 Denny's breakfasts over four years wasn't a big motivator.

Myth 3. You can make a big splash in a short time. Sure, sometimes a social media campaign can produce substantial and measurable results quickly.

Social media is great if you're already a star, but that doesn't happen overnight. Amid the recent launch of my custom photo T-shirt site for pet lovers, Pawfun.com, I have relied heavily on my 4,000-plus Twitter followers and 120,000 readers of my What's Next Blog, which I've updated as often as five times a day since 2003. Because that network already exists, with not one dollar spent on advertising, we were able to generate more traffic in our first three days than some major companies get after years online.

Zappos Chief Executive Tony Hsieh, whose company has millions of customers who are evangelists for the great service that built the brand, quickly became a Twitter star, with more than 32,000 followers. When Dell (DELL), JetBlue Airways (JBLU), the Chicago Bulls, and other love-'em-or-hate-'em brands joined Twitter, they immediately developed huge followings.

Tweets can be used to drive traffic to articles, Web sites, contests, videos, and so on--if people already care about your brand, or if you have a truly original idea that people will want to share with their followers.

One recent example of a Twitter-generated success is Savvy Auntie, a community for aunts, godmothers, and "other women who love kids" that was launched six months ago by Melanie Notkin. She has counted on Twitter to drive traffic, help her find suppliers, products, and even investors. She developed a Twitter following before launching her business, then tapped into it for help when she launched.

Myth 4. You can do it all in-house. Wrong! You need strategy, contacts, tools, and experience--a combination not generally found in in-house teams, who often reinvent the wheel or use the wrong tools.

It is rare indeed to find an in-house team that can not only conceive and execute a social media campaign but also drive traffic to it with effective e-mail segmentation, search optimization, blogger outreach, blog advertising, Google ads, and more.

Myth 5. If you do something great, people will find it. Quite simply, that never was true. Until you can drive traffic to your social media effort, you've got a tree falling in the forest, heard only by those standing nearby. A great number of tools can drive traffic, including StumbleUpon, Digg, and Twitter, but nothing works better than word of mouse--one friend telling another, "Hey look at this!"

Myth 6. You can't measure social media marketing results. You can use a variety of methods, including mentions on blogs and in media; comments on the content; real-time blog advertising results, and click-throughs to your company Web site. You can get very precise statistics from a variety of sites, including Google Trends, Twitter search, Google Analytics, BackType, and Compete.

The tools are there. The gurus who know how to use and interpret them--not so much.

It's a social web all right - I found the original article via a Tweet and found your blog via the article.

Brilliant by the way!!!

Excellent article, BL.

Low cost 'Web 2.0' development opportunities should actually increase the odds of a company having successful campaigns, as they can now allocate more time and resources to the strategy and creativity; less on production.

Hopefully they'll recognize and value that.

Worthy words. Smart advice and a good "caution" to companies/orgs/institutions who say..., "How hard could it be? Lets get us one o' them Web 2.0 thingys".
Course, they probably wouldn't understand that preparation is 90+% of success and smart prep costs.

This is a great article. Since social media is being used in Web Marketing these days, it is necessary to be enlightened about the myths that goes around with it. Web site owner must be informed of the facts about social media.

Your article provides an excellent introduction to all who seek to understand how to successfully utilize social media. I especially appreciate the detailed analysis of the claims being made by so many of Robert Scoble's "followers".

Nice article on BizWeek. The statistics on Robert Scoble's 56,838 Twitter followers was amazing.

I totally agreaa - Doing Social Media is totally different - than claiming to be a SM expert.

Great article. Figuring out how to use the new tools takes time and resouces -- it can be great for small businesses and start ups. We've got a conference coming up on how to use some of these new tools in reaching baby boomers who are more tech saavy and social media users than many think
www.boomersummit.com

I think what the whiz kids bring to the equation is their fearless attitude at navigating the Social Media bubble. Their skills are simply amazing. That said, a sound marketing strategy in the new media arena, I completely agree, is no child's play. The whiz kid gets the culture right, the challenge is how to get the message in sync with the medium. "Anyone can do it." with astute talent, money and considerable time investment.

yeah it depends on how valuable your time is. If you don't value your time you can sit there and tweet all day but if you are running a company hiring people, training and everything else costs cash.

Social media seems very easy and instant. Well! Its not. Some of the earlier marketers might have got benefit of early presence.

But it requires time and you need to learn the social skills.

Nicely done, BL. These are some useful reminders.

It's easy to COMMENT on social media. Heck, even I'm guilty of it. But being an observer of the field doesn't make you a de facto expert, and too many of those hoping for a successful social media project mistake FAMILIARITY with ABILITY.

That being said, I'm a big fan of learning by doing. Social media projects don't need to be flawless masterpieces. The best ones take a few chances, make a few mistakes, and learn along the way. A little planning and strategy help, but don't sacrifice the doing for the sake of the planning.

People are already becoming numb to social medias. The have become billboards. It takes a really creative one to stand out to the eye and attract a new reader, friend, buddy...

Thought your article was on the money. As an agency we have been in the digital space for a long time but really just starting to get into the conversation properly in the last 12 months. Learning by doing as above. We've just launched our first social media campaign for Borders Books in Australia - we called it a Chain Thriller and its building up ok - www.borders.com.au/chain-thriller. We're hoping there's many more to come because this has been fun to work with. Client has really loved it too.

Enjoyed this a lot. There's much absurd social media snake oil out there, and I had to quote you for my article on the matter: http://www.wisebread.com/7-ways-to-spot-a-social-media-snake-oil-salesperson

Social media is yesterday's news. I'm waiting for the next big thing to come along. And a true 'expert' should be able to tell me what that is, and jump on at the bottom rung - anyone?

For a minute there I thought you were talking about seo :-) It is just so true that social media is effective and it's not that simple to apply correctly, overnight success that some would believe it to be. As with seo it's not knowing what to do so much as knowing how and when to do it. Yes, to make social media work well you need to either take the time to learn the right way to do it, and don't expect overnight miracles, or find someone who has proven track record of experience and expertise in the area. Too many people can say they can do it well, but it can be an expensive exercise trying some providers out. Do the research and find the best you can. Then it will be worth every penny.

Nice article, social media is a strange beast and I hope in the wake of all the media coverage and the non-existent biz models of some of the players something new and even more interesting will be born

Your article provides an excellent introduction to all who seek to understand how to successfully utilize social media. I especially appreciate the detailed analysis of the claims being made by so many of Robert Scoble's "followers".

As a rule, a $50,000 to $100,000 budget can cover the creation of a simple multimedia microsite that becomes the center of an online community. I have created effective campaigns with as little as $50K, and even better ones with budgets of $500K for three months. :>)