The document debunks 5 common myths about social media. It argues that (1) going viral cannot be planned and requires compelling content, (2) social media marketing requires significant time and resources though platforms are free to use, and (3) focusing on a single platform like Facebook is not an effective overall social media strategy. It also explains that (4) some risk of loss of control exists on social media but it is manageable, and (5) social media can be very effective for B2B marketing because business decision makers are highly engaged social media users.

1. DEBUNKING
SOCIAL MEDIA
MYTHS

2. MYTH 1
SOCIAL MEDIA = VIRAL

3. YOU CAN’T PLAN TO GO VIRAL
VIRAL
=
GREAT CONTENT
Compelling, Relevant, Contextual, Arousing, Shareable

4. YOU NEED TO GIVE PEOPLE A REASON TO
CARE AND SHARE
! Engagement Insight: Why do people care?
– Sense of curiosity: Something interesting, funny or creative
– Is relevant to their lives or current situation
– Is about something or someone important to them
– Is useful and helps make their lives easier
! Social Insight: Why do people share?
The New York Times Customer Insights Group Study

5. THERE NEEDS TO BE A VALUE EXCHANGE
Value
of
brand
Value
to
customer
Will
this
make
us
loved
and
What’s
in
it
for
me?
shared?
Why
will
I
do
this?
How
does
this
increase
our
value?
What
will
I
tell
my
friends?

6. VALUE EXCHANGE IN THE FORM OF SOCIAL
CURRENCY
Entertainment
Value
Personal
Value
Videos
Fame
Music
Exclusivity
Humor
Games
Monetary
Value
Rewards
Prizes
Func@onal
Value
Timesavers
Knowledge
Value
Makes
Life
Easier
Informa@on
Enablers
Gossip

7. MYTH 2
SOCIAL MEDIA IS FREE / CHEAP

8. THE TRUE COST OF SOCIAL

9. SOCIAL MEDIA PLATFORMS MAY BE FREE
TO USE…
! But Social Media Marketing is not
! It’s an “Always on” conversation
! Time, effort and resources required to plan,
develop, implement, monitor and optimize

10. MYTH 3
FACEBOOK =
MARKETING STRATEGY

11. FACEBOOK DOES NOT EQUAL YOUR SOCIAL
STRATEGY
=

12. IT’S NOT ABOUT THE TECHNOLOGY OR THE
NETWORKS

13. IT’S ABOUT CONNECTING PEOPLE
TOGETHER

14. AROUND UNIVERSAL HUMAN BEHAVIORS,
MOTIVATIONS AND SHARED PASSIONS

15. THE KEY IS IN YOUR BRAND, NOT THE
NETWORK
! You have a story to tell (or a product to sell) and you use
different marketing channels to tell it.
– Social media channels are one of the conduits and each have their
strengths.
! Be where your customers are
– Know the strength of each channel
– Create tactics or content to tell the same story in a way that plays to that
strength
! Your activities can be
– one-off’s that constitute part of a campaign peak to spark off
interest, awareness and conversations
– or long-tail, slow burn activities designed to sustain a
conversation and presence with consumers
– The best work, combines both.

16. MYTH 4
SOCIAL MEDIA PRESENTS A LOT
OF RISK / LOSS OF CONTROL

17. WHAT ARE THEY SAYING?

18. SOCIAL MEDIA PRESENT VARIOUS LEVELS
OF RISKS BUT THEY ARE MANAGABLE
! Outside your own assets
– On blogs, forums, reviews, social media sites
– You cannot control what people are saying about you in
public forums
– You can be aware (listen) and have the option to respond
(engage)
– Cannot make negative, abusive or fake comments
disappear
! On your own social media assets
– Your official social media presence on Facebook, Twitter,
Blogs, Youtube etc
– Expectation for brand to participate and respond
– Governed by social media policy (“House Rules”)
– Opportunities to manage and change conversations

19. MYTH 5
B2B VS B2C
SOCIAL MEDIA

20. B2B VS B2C SOCIAL MEDIA
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET

21. THEY ARE FAR MORE MOTIVATED BY
SOCIAL ACTIVITIES
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
GlobalWebIndex,
Oct
2011

22. THEY ARE FAR MORE MOTIVATED BY
SOCIAL ACTIVITIES
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
GlobalWebIndex,
Oct
2011

23. BUSINESS DECISION MAKERS ARE
SIGNIFICANTLY MORE SOCIAL
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
GlobalWebIndex,
Oct
2011

24. AND THEY CONTINUE TO GROW FASTER
THAN THE AVERAGE USER
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
GlobalWebIndex,
Oct
2011

25. AND YES, FACEBOOK WORKS FOR B2B
B2B DECISION MAKERS ARE THE MOST
ENGAGED SOCIAL MEDIA USERS ON THE
PLANET
GlobalWebIndex,
Oct
2011

26. MOST MARKETERS ARE FULLY ONBOARD

27. AND BUDGET ALLOCATION CORRELATES
TO SALES

28. AND BUDGET ALLOCATION CORRELATES
TO SALES

29. THEIR TOP PRIORITIES ARE MAINLY
BUSINESS DRIVEN

30. USAGE VS EFFECTIVENESS

31. SOCIAL MEDIA IS MORE RELEVANT TO B2B
MARKETING
! The B2B Buying Process is a more complex one
! Multiple influencers involved in the decision
! A Long Sales Cycle
! Business professionals must lower their purchasing
risks