Top myths about social media for business #1: “It’s just another marketing channel”

Aug 2011

This is the final post in our series “Busted! Top 10 Myths About Social Media for Business,” where we debunk many of the myths out there surrounding social media as an effective business tool. Inspired by many objections I’ve heard (and overheard) from real business owners, I developed this series to help you separate the fact from the fiction in this still-uncharted territory. Thanks for sticking with us through the countdown, and let us know what you think in the comments!

manIn our last post, we debunked Myth #2 about social media for business—”Don’t need it, we have SEO”—by looking at ways in which social and search are becoming inextricably intertwined. For our final post, let’s look at the misconception that social media can be approached just like any other marketing channel.

Print. Radio. TV. Web. Social media. Sounds like a natural progression, right? For many marketers, Facebook, Twitter, YouTube, and other social networks are just another venue for spouting the same “buy my stuff” messaging that populates other channels.

And why not? Like print, radio, and TV, social media is another way to reach the people in your target market, right? And the ultimate goal is indeed to convince them to “buy your stuff,” right? So it stands to reason that the same messaging should be just as effective in the social verse as it is on Planet Mass Media, right?

DebunkDEBUNKED! Blasting your social audience with marketing messages is, in fact, the quickest way to take the “social” out of your social 

media activity … because you’ll be doing it all by yourself.

I always love that point in social strategy sessions when we come to YouTube, and the client waxes eloquent about how they just can’t wait to get their own channel so they can post their TV commercials … or, better yet, their radio commercials set to some filler visuals.

At that point, I usually excuse myself so I can enjoy my facepalm in private.

Folks, we don’t want to see TV commercials on YouTube. Hell, we don’t even want to see them on TV much anymore. And the same goes for any advertising content you’d care to plaster across Facebook, Twitter, LinkedIn, or any other social networks.

The simple truth is that people engage on social media for one of four reasons:

  1. to be informed,
  2. to be entertained,
  3. to engage with others, and
  4. to get something of value (special offers, freebies, coupons, etc.).

If you’re not doing one of those four things, your content will get you ignored at best, unliked or unfollowed at slightly worse, and openly ridiculed at worst.

I’d be willing to bet that a majority of businesses who “tried social media marketing and it didn’t work” tried using social networks as marketing megaphones, only to be shocked—shocked!—when their efforts came up empty. Don’t hate the messenger guys, hate the inappropriateness of the message.

As for evidence, well, just take a look at the brands that serve as social media role models—ZapposNikeCiscoStarbucks—and read the kind of stuff they’re posting on their blogs, on Facebook, and elsewhere. Not a whole lot of marketing messaging to be found, is there?

So, that wraps up our Top 10 Myths About Social Media for Business. Do you agree with our lineup, or did we miss any? Tell us about it it in the comments; we’d love to hear from you!


Our Clients Are Saying

  • Increased website traffic, New Lead Generation

    We were experiencing a lack of internal resources to consistently maintain the Ustream blog. So we turned to Resonance Content Marketing to write blog posts on current industry topics while maintaining a consistent tone with the brand. The result is increased website traffic, new lead generation from gated assets on blog, and better educated/qualified leads. And I now have more time to spend on marketing strategy with the confidence that the content we push out is extremely well written and engaging.

    Rachel is an amazing writer and has really managed to create engaging and relevant blog material on topics that aren’t always super interesting. On many occasions, she has been able to quickly turn around one-off requests and the results are always top-notch. She has also helped guide our content strategy based on her expertise in content marketing, which has been a huge asset to our team.

  • Increased our likes and interaction rates

    Working with Rachel was a delight. Not only does she communicate very well, but she provided valuable insight about our social media platforms and followers. We have much better engagement with our fans and followers, which increased our likes and interaction rates.


  • Added 5 figures to my business in less than 4 weeks

    Rachel took the overwhelm and stress out of writing content for my marketing campaign! When I approached Rachel, I was really concerned that I wouldn’t have the time to focus on writing copy for a lengthy marketing campaign that included sales pages, solo emails, newsletters and social media updates. Well, let’s just say I’m glad I hired Rachel because I couldn’t have done it without her support and expertise. I loved how she used my voice and words to craft content that helped me reach and attract my ideal client. As a result of working with Rachel, I added 5 figures to my business in less than 4 weeks, hundreds of new social media followers and exceeded my sales and list building goals! You know your marketing copy is working when you hear someone say, “I see you everywhere”. Thank you Rachel for helping me not only get seen by my ideal clients but get paid!

  • Social Media Ranking Better Than Ever!

    We are so happy to have hired Resonance for our social media needs. We spend most of our time serving our clients and studying our field so we can provide the highest quality possible. We no longer worry about our social media, as we have total confidence in the wonderful work Rachel and her team have accomplished.

    Our social media is active, promoted, and is ranking better than ever! People often comment about what they see on our Facebook page. Resonance has added a creative, and artistic twist to our social media that is appealing and captivating to our audience. This has allowed me more time to work with my team and clients, so I can focus on service towards the people that help our business grow.

    I know there will be wonderful content on Facebook, and that Rachel will answer to posts, comments and questions as soon as a comment arrives. I am often impressed at how quickly she responds! Thank you Resonance! I highly endorse Resonance and encourage companies who need social media strategies to work with Resonance! You won’t regret it! 

  • Produced ROI Result needed someone who could grasp the complexities of our product, capture the subtlety of our differentiating value propositions, and convey them in the right voice for an exacting customer audience…. Resonance delivered, by crafting a multi-faceted online content marketing strategy that drove traffic and conversion, producing the ROI result we were looking for….

  • Event Sold Out Two Years In A Row!

    Rachel worked with me on creating a content marketing calendar and content for the Big Social Media Summit (Big SMS) three years in a row. She is very organized and knows just the right amount of posts on social, email newsletters and content to send.  Her content marketing efforts helping us sell out our event three years in a row!  I am expecting the same for October 2014.

    Rachel was hired to write content for our email newsletter and content for our social platforms. In addition, she had a budget to do advertising on social media. She participated in the event live and after the fact to assure buzz was created before, during and after the event. As a result, our event sold out.

    When I work with Rachel, I have total peace of mind.  I know that she is on target, on time, reliable and delivers over and above the results I expect.

    I trust Rachel totally with her ideas on strategy, marketing and the content used to not only promote our events, but also post on my behalf on social networks. I have been doing social media for 8 years, and I hire Resonance to post on some of my social sites as it saves me time, and keeps my social sites relevant and current. They always post great, engaging content that gets my social properties likes, comments and shares.


  • One of the best “vendor” relationships I’ve ever had.

    My company had little or no time to spend on social media. Our needs were to ensure a steady stream of posts across three platforms (Facebook, LinkedIn and Twitter) by harvesting and re-purposing content from our own site and news streams. So I contacted Rachel Parker of Resonance Content Marketing.

    The result was two-fold. Not only did our ranks of followers grew steadily, the steady drip, drip, drip of content helped us train our personnel and direct their own individual social media efforts.

    Rachel and her team are extremely organized and open to discussion and new ideas. They deliver a rapid response to new opportunities — and an overall feeling of being on the same team. One of the best “vendor” relationships I’ve ever had.

  • Professionalism and Sincere Desire to Help

    I just didn’t seem to be able to find the time or the right words to explain what I offer and how my company helps people accomplish their goals. Rachel was able to ask me some questions, do some research and capture my voice while writing my website copy exactly as I needed it to be written.  Now, the copy on my website is much more professional than what I would have created and having this task handled by Rachel and Resonance freed up my time to complete other tasks I am better suited to do.

    It was a joy to work with Rachel. Her professionalism and sincere desire to help was apparent from the first communication until the final delivery. I will definitely use Resonance again and highly recommend their services.

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