Social media and its myths
Today, it's nearly impossible for any company to ignore social media marketing. Social media has become an integral part of the communications mix. Why, then, are there still companies that completely ignore this topic or are convinced that their company does not need to be represented there? Let's take a look at some of the common statements and myths and see if they hold any truth.
Social media is only for the younger generation
This argument still holds its own in the discussion about social media. Yet there are enough studies that have long since disproved it. It is true that not every age cohort can be found on the same platform. Rather, clear trends have emerged. The important thing here is to take a look at your own target group: who are my customers and prospects? Where are they most likely to spend their time?
Once the answer has been found, it should also be questioned again and again. With new platforms, the offer for users increases and companies should check whether the target groups are still active on the platform or whether their behavior has changed and the strategy must therefore be changed. This brings us straight to the next prejudice:
A new platform is in vogue - we definitely have to post something there too
After Facebook came Instagram. After Twitter (now called “X”) came Mastodon. After Snapchat came BeReal. After WhatsApp came Telegram. What comes after TikTok is not yet clear, maybe YouTube shorts?
This list could go on forever. Ultimately, it can be said that there is always a buzz around the latest platforms and companies are often faced with the big problem of following the hype or not. Is it right that just because a platform is trending at the moment, the company has to follow suit? Not exactly!
As a company, this can be viewed as a test, because especially with new platforms, there are rarely any clues as to which target groups can be found or which formats really work well there. On the other hand, this also brings opportunities to be seen as a pioneer and to build up a certain reach with new ideas and formats- even with a small budget. So the focus should be on: How much capacity do I have? Who might already have ideas to try out? What are clear and measurable goals for this platform? Trying things out can be worthwhile if you have enough capacity and clear evaluation criteria.
"None of that is work, what they do there. That's just silly."
This statement is to be taken with a great deal of caution, and on several levels. The first important factor is the person themselves. Someone who works in social media marketing also works like someone in project management, consulting, or in a grocery store - only everyone has different tasks that look different accordingly.
Additionally, you can ask yourself the question: Would you smile or laugh at it if you were watching the content on any platform? Would you keep swiping or take a few seconds and watch it? On these platforms, you only have a few seconds, to get attention from a user. Classic advertising that actually only says "Buy my product / service!" have quickly disappeared. It's no longer a secret, at least since Steve Jobs, that the focus of advertising is less on the product and more on the experience.
In regard to social media, there is another level: advertising is boring unless you find a way to amuse or interest people. The first step to a successful social media presence is to always use interactivity or enhance engagement. For example, giving insights into the daily life of an office and doing it in a humorous, memorable way. People are able to identify with it, like it, maybe even comment on it directly or link it to their peers, because it also suits and speaks to them.
Of course, there are people who might find this just silly at first. It's important to keep in mind, however, you can't always do justice to everyone, and the evaluation should be linked to whether the actions contribute to achieving the company's goals.
Social Media in the B2B Marketing Mix
priint Group on Social Media