Top myths about social media for business #5: “It’s strictly personal”

Aug 2011

Before we get to today’s debunking, we’re delighted to announce that we’ve reached  here on the Resonance blog. Thanks for sticking with us through 100 posts, folks, and we’ll do our best to keep the good stuff coming!

Welcome to our new 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. >Stay tuned for more mythbusting every Monday and Wednesday ’til the list runs out!

baeIn our last post, we debunked Myth #6 about social media for business—”It’s just for the big brands”—by pointing out some features of small and medium-size businesses (SMBs) that make them ideally suited them for success in the social realm. Now let’s take a look at whether your customers even want to hear from you when they turn to Facebook, Twitter, and other social networks.

Many businesses shy away from engaging with their audience via online communities on the belief that social media is no place for business. Consumers, they believe, turn to social networks to be just that: social. It’s a place to share baby pictures, hilarious videos of cats playing piano, good news about promotions, and, for the lamer among us, what kind of bagel I’m eating for breakfast. (Pumpernickel. Toasted. With lite veggie schmear.)

It is not, many are convinced, a place where people want to be “messaged to” by, heavens forbid, a vendor looking whose ultimate goal is selling products or services

DebunkDEBUNKED! While this may have been true in the early days of social media, interactions with favorite brands are now as much a part of social networking as they are a part of email communications.

One of the nice things about being “of a certain age” in this line of work is that I can vividly remember the conversations that arose when e-mail first came out—and see the similarities in many of today’s back-and-forths about social media. “I use e-mail to communicate with my friends and family,” many protested in the early days of the Internet. “Why on earth would I give my email address to some company so they can try to sell me stuff?”

Fast-forward 20-or-so years, and e-mail marketing is a multi-billion-dollar business. Check your inbox and you’ll find much more than your friends and family waiting for you there: a new post from that blog you subscribed to, a webinar invitation from that speaker whose book you just bought, a coupon from PetSmart for grooming supplies. And that’s actually become the norm.

A similar shift has taken place in online communities such as Facebook and Twitter, where people are just as likely to interact with brands as with friends and family—provided the brand continues to provide value in the form of information, connection, or entertainment.

My point is that yes, social media is personal … and for those businesses who know its secrets, that’s a good thing.

And speaking of secrets, let’s take a look at Secret. Yes, it’s a deodorant … which, looking at the brand’s social presence, is sometimes easy to forget. Especially when you look at their recent Facebook posts, which have focused on rallying support for swimmer Diana Nyad in her mission to swim from Cuba to Florida. Along the way, Secret has managed to garner over 1.2 million fans and can boast a robust interaction rateamong those who make up its community.


So, what about your organization—have you pushed through the “strictly personal” myth to build a healthy engagement with your audience in social media? Tell us about it in the comments; we’d love to hear from you!


Our Clients Are Saying

  • 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.


  • 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.

  • 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.

  • 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!

  • 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.


  • 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! 

  • 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.

  • 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….

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