Are you managing or contributing to your organization’s social media strategy? To ensure that your strategy achieves maximum impact, it’s important to avoid common misconceptions related to social media success.
Writing for Contently’s The Content Strategist blog, Tallie Gabriel highlights four social media misconceptions that could hurt your organization and provides tips for overcoming them. Read the full article here or the summary below.
1. Overvaluing vanity metrics
Gabriel notes: “It’s easy to see likes as the currency for social media value and popularity … However, these vanity metrics aren’t always the best indicator of social success.”
Maybe some of your posts aren’t generating a lot of likes but are managing to get many readers to click on the links you’re sharing. This sort of engagement may be a better indicator of social media success than likes.
Gabriel adds: “Instead of getting discouraged when a promising tweet doesn’t rack up the likes and retweets, pay attention to the clicks and check how long people stay on the page after coming from social. If your post is generating strong engagement, don’t worry so much about the superficial stats.”
2. Ignoring dark social shares
Gabriel explains: “Dark social refers to the massive amount of links copied and pasted into emails and messenger apps, rather than shared on traditional distribution platforms via the share button. These links are tough to track, but their circulation can’t be ignored.”
Brands may evaluate social media impact and make decisions solely based on the number of easily calculated shares from social media platforms, but they would be missing a much bigger picture. It’s important not to discount ‘dark’ social shares.
3. Posting the wrong content at the right times
Gabriel notes: “Simply posting at the “right” time won’t dramatically alter your social engagement. Just as paying to distribute mediocre content won’t help in the long run, posting poor content at the optimal times isn’t good for business.”
4. Experimenting with the wrong sites
You don’t necessarily need to be on all of the major platforms to be effective on social media.
Gabriel advises: “Just keep in mind it’s all about fit. And if you feel like something isn’t working, stop and adapt. With so much competition for attention, there’s no use going through the motions.”
Featured photo source: Flickr Creative Commons, howtostartablogonline.net