Some people still don’t know much about social media and content marketing but they’ve become one of the most effective methods to engage with your current and potential customers.

To help you navigate through the social media and content marketing world, let’s discuss the common myths that you should be aware of:

1. My customers don’t use social media

According to Pew Internet Project, as of January 2014, 74% of online American adults use social networking sites. 49% of the 65 year olds use social! So tell me, if all of these people are social media users, why would your customers not use them? Chances are that even if they’re not using it to engage with brands, they are probably using it in some other way.

2. Social media can’t be measured

Social media is extremely measurable, but you have to make sure you know what your objectives are (so you know what you want to track) and have the proper tools for it. You can track all your URL’s, see at what stage of your funnel they’re leaving, unify all your customer databases, etc. All these things will help you figure out if you’re making money out of it. There’s no magic button that will give you all the information so you’ll have to invest on some tools!

3. Social is for creating new customers

According to DDB’s research, 84% of your Facebook fans are mostly current or former customers of your brand. And it makes a lot of sense. As a user, you usually like Facebook pages of brands that you actually like and you like them because you’ve used them (or know someone who has).

Therefore, although you can use social to gain new customers, you’ll mostly engage with users that are already loyal to your brand.

It’s a bit different for content marketing though. Of course there are users that are loyal to your content and probably have your blog in their RSS but if you’re doing things right, a lot of them will come from organic searches and hence, new customers. But then again, it really depends on what kind of strategy you have.

4. Ignore negative feedback

You won’t be able to make all your angry customers happy (though that would be really cool) so make sure you let them know that you’re listening to them and care about what they say. There will be thousands of other customers/potential customers that will review all your messages to see what kind of service you offer. Plus, you don’t want trolls messaging your angry customers and starting a riot on social media so… Make sure you answer every positive or negative comment and do it fast.

5. Social media will kill email marketing

Why do people love saying “_____ is dead”? It’s just silly. Email marketing won’t die because given that social media mostly plays as a loyalty play, they have to work together to keep your brand in your customers top-of-mind. They’re complementary tactics!

Same with content marketing. I highly recommend to have content writers help out CRM managers with their content, as well as add links to blogs or specific landing pages to give users an added value (not only links that are sales-related).

6. Your social channels are your most important assets

Think of it this way: if you add up the total number of followers of your employees, they will most probably exceed the followers for your official company accounts. Considering social success is about people, not about sales or brands, motivate your employees to become brand ambassadors. Empower them to amplify your company’s message and share your content.

As for content marketing, instead of creating content, try to create opportunities for your community to create their very own content. Promote user-generated content instead of broadcasting and create opportunities for conversation. You’ll be surprised how many people would love to share their brand experiences with you!

7. Content marketing creates thought leadership

It can but not necessarily. Your content should be a mix of: high effort polished/corporate and less polished but addresses your customers specific questions. This less polished content can be created by your employees and even your customers.

8. Content marketing and social media are separate initiatives

Social media is gasoline and Content marketing is fire. Use social media to drive awareness of your content marketing efforts. Like social media and email marketing, content and social should be working VERY very very closely.

9. Your content marketing should be about your products and services

No. Please don’t. Content marketing isn’t a brochure. If your content can’t stand alone as something that people actually want to read, you’re not doing it right. Make your brand story bigger and create content related to your business but don’t write 100% about your business.
The same applies for social media. Don’t just share content about your brand, engage with influencers, share their content, share things about your industry… Just ask yourself, would you (as a user) follow this brand?

10. Too much content will give away your secrets

Of course not. People want to know who’s behind all your products and services. They want to know how you think, how you work, etc. Give them all the content they need to make them trust you! Besides, a list of ingredients doesn’t make someone a chef.

11. The rules are different in B2B

Although the purchase funnel and some tactics may be different in B2B, the strategic thrust of content (to help and inform) and social media (to help and humanize) are the same regardless of what you’re trying to sell. Remember, every B2B customer is also a B2C customer.