Magazine article New Zealand Management

Inbox: Social Media Myths

Magazine article New Zealand Management

Inbox: Social Media Myths

Article excerpt

When it comes to social media, even the experts learn something new every day. Unfortunately, there are a lot of myths that can derail almost any social media marketing plan, says Deb McAlister-Holland, director of marketing for Distribion, a provider of web-based marketing software. She points to four in particular that come up often in talks with marketing managers.

Myth #1: Social media is free.

While many of the tools used in social media are free or very low cost, planning and executing an effective social media campaign isn't any more "free" than executing a great email or PR campaign."You have to pay for the time to plan and execute the strategy, the creative inspiration to make it memorable, and the tools to manage, monitor, report, archive, and analyse the results," says McAlister-Holland. "There's an even more unfortunate corollary to this myth: that if you create compelling content, people will find it. Search engines can find content with the right keywords -- but not enough people will find your content without marketing help.

Myth #2: Email use is declining, particularly among younger people.

The Radicati Group, the leading industry analyst firm tracking email usage, shows that about 20 percent of social media users under age 18 use email less than they did two years ago, but then 16 percent use it more than they did two years ago. Every other age group uses it at least 20 percent more than two years ago, with the biggest gain coming from users 19-24 (37 percent) and users over 45 (28 percent). …

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