What are the 3 biggest misconceptions about social media and generating WOM?
1. There's still the misconception that you need something to go viral for something to be successful in Social Media. A funny cartoon or a funny video. You don’t need viral. The largest viral campaign was: Elfyourself – it was distributed to millions of people, but only a small percentage of people realized that it was produced by OfficeMax and it did not generate any large amount of new purchases. So, just because something goes viral, does not ensure successful branding and financial gains.It makes more sense to use these different mediums to build a following and engage.
2. It can’t be measured. There are really many measures for social media to discover if your efforts are successful. There are tactical and strategic ways to measure results of your campaign.
3. You can put your intern in charge of your SM. You need a seasoned individual to manage your social media and customer service. You want the most experience person managing these types of networks.
It gets back to understanding the value and a commitment level to SM and your organization.
This was part of the conversation I had with Jackie Huba, co-author of Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force back-in-the-day in oh...2009. You can read more here. You can listen to the entire conversation here.
2 social media and word-of-mouth years are equivalent to, what, 1.5 childhood through adolescent through adulthoods?
Think about Twitter. Twitter had less than 8 million members in March 2009 and was the fastest growing social media community at that time.
Facebook has a paltry 65 million members.
Now? Facebook is the 3 or 4th largest country in the world with 500 million member accounts. And Twitter has 280 million member accounts. Link.
And yet, these three points remain true. I'm thinking they always will remain true, especially number one.
Word-of-mouth has been with us since two people walked the earth, back-in-the-day with no ipads/notebooks/smartphones/social media/wi-fi/4G/clueless-providers....They shared their stories of discovery, success, survival, setbacks....with each other just like we do now.
The question in my mind is why so many businesses refuse to acknowledge that if you give your customers and employees something inspiring and meaningful, helpful and useful, those customers and employees will tell everyone. It's human nature.