SMM myths, or why the importance of social networks is overrated

    Recently, about marketing in social networks or, excuse me, SMM does not speak only lazy. Everyone now knows that in order to promote your business and attract a loyal audience, you just need to be present on social networks. But few people actually have an idea of ​​what it is.

    Our agency is also engaged in marketing in social networks, so we have to hear a lot of rather interesting requests from customers. Using their example, I decided to make out a few common myths that social networks are a great way to promote a business.



    Myth 1. Social networks are a cheap way to attract customers.

    Typical dialogue with a client:

    - we need promotion in social networks
    - and what do you do?
    - we sell XXX
    - why do you need promotion on social networks?
    - what do you mean why? To attract customers, of course, why else!

    Simple math shows that attracting a client through Direct or Runner is cheaper than through a social network. I will not write specific conversion numbers, because everything is individual, but with the help of contextual advertising you get a click from a warm client who is ready to buy something. On social networks, you buy cold clicks, which should first turn into subscribers, and only then into customers. Most often, this method is much more expensive in terms of a single client.

    Myth 2. Social networks are a viral effect.

    The client says: we do not need targeted advertising, we want to create a group and let people come there and invite their friends!

    Why should users suddenly start coming to the group? How do they know about her? Why would they call their friends there? And most importantly, even if they come there, why do they suddenly become your customers? Many thousands of people in the group (even if not bots, but real people), very rarely means a large number of potential customers. Most users will never enter this group again.

    Myth 3. Business buyers are also people, and therefore they can be found on social networks.

    The client says: we sell highly specialized products, our customers are professionals. But they still spend time on Facebook and LinkIn, we want to find them there. Let there be not many, but they will be targeted.

    Professional buyers really, like ordinary people, live in social networks, but why did you decide that it would be interesting for them to join the group of lubricants for sewing machines? These same professionals are much easier to get on the same search engines when they are directly engaged in finding what they need. Nobody forbids to keep a Facebook page as a blog, but you should not hope that it will bring you customers.

    Myth 4. An application in social networks is a bunch of users and new customers.

    The client says: we will move our website or online store to a social network, and a bunch of new users will immediately come to us.

    And why do they suddenly come if they have not come before? And most importantly, why would they suddenly start buying, if they hadn’t bought it before? Applications on social networks are good because they have the ability to interact with friends, which, with the right approach, can give a viral effect. Or they may not! If you want to make a simple copy of the site in the form of an application for social networks, it is better to spend this money on advertising.

    Myth 5. Social media is a good way to sell the elusive Joe.

    Know this joke, huh? "Why is the elusive Joe so elusive? Because nobody needs him. ” So, trying to sell goods that nobody needs (for example, tin soldiers with amazing heating), people often go to social networks and try to find among millions of people who are interested in this product.

    The client says: the buyer does not yet know that he needs it! We have an online store of unusual products, we will show ads to everyone, and someone will definitely be interested.

    We have to send such customers to search engines again and offer them to sell products to those people who are ready to buy something (for example, an unusual gift).

    Myth 6. Social networks will help us create a strong brand.

    It’s a pity to upset small business owners and explain to them that publishing news, responding to user complaints and collecting feedback is still not quite a brand. Keeping a page - for God's sake, we only welcome, but again, you should not rely on the fact that in this way you will win the hearts of your beautiful customers and make them love you.

    I won’t consider options for selling singed clothes and watch copies through VKontakte groups :)

    There are still a lot of different interesting requests from clients, but all of them rest on the overestimated importance of social networks. Everyone talks about this, but a few get real benefits from them.

    Also popular now: