4 myths about social media that we truly need to permit go of

I do not believe that it’s an exaggeration to say that social media in 2022 is substantially diverse from what it was when we initial jumped from MySpace to Facebook. Social media was new, interesting, and not fairly so handy as it is now. But, it did mature up into the centralised residence to almost everything that we know and primarily love these times.

What has adjusted is that social media went from a quirky waste of time for small business to a “must-have” for each type of model and enterprise.

Naturally, as social media has matured, so also have the conspiracies and myths close to its use and, often, misuse. Some of the most persistent myths come from over a ten years in the past. I’m not sure whether or not it is lazy contemplating, old blogs or just pig-headedness that retains these myths alive. But they like to retain on going.

Still, as a organization or a marketer, you really require to sift by this mountain of data about social media to come across what is real and what is garbage. And that’s exactly where we’ll head now. Down a rabbit hole of odd assumptions about social media that actually do not stand up in 2022.

Fantasy 1: You want to write-up at specific times

It may possibly seem to be evident that publishing at particular periods would imply better arrive at and engagement, suitable? Nicely, not truly. At the very least not in the way you’d think.

Again in 2008, Facebook experienced a chronological feed. So you’d see some thing referred to as a “timeline” instead than a “feed” like we have today. So, gaming the method to get more attention would just be a subject of guessing when folks are most probably to be on-line (frequently for the duration of function breaks and immediately after perform) and article your things at people occasions. Quick, right?

Then Fb obtained preferred, so the firehose of posts went from just a couple of mates and companies that you adopted to a flood of relatives, good friends, organizations and spammers from hundreds of resources. So, in 2009, they experienced to change the timeline to an algorithmic feed that then took an educated guess at the things you most desired to see, instead than just what was coming out proper there and then. 7 decades later on Instagram did the exact issue when it obtained far too significant for a timeline. And organizations on both of those platforms have been whinging about it ever due to the fact — forgetting that it was not the feed that adjusted factors — it was the simple fact that the networks got so common.

So it would seem that putting up at certain instances would be pointless.

Except that it isn’t completely.

Pretty much all social platforms favour information that is new and novel. So, your posts are most possible to get most of its engagement in the very first number of hours after you write-up. As a result, the extra engagement you get in these 1st handful of hours, the extra applicable and well-known your material appears to the platform.

And this is where by timing your articles to greater match how your audience makes use of that social network, can actually assist raise your engagement over a period of time.

So though the specific time that you submit is not quite as significant as it applied to be, there is nevertheless an art to “timing” your posts.

Myth 2: Working with 3rd-celebration applications to publish reduces reach

This a person arrives up once again and once again.

As the networks bought elaborate and an marketplace of entrepreneurs emerged, we desired equipment to regulate our putting up across a number of networks and accounts. And in 2011, that intended performing with some seriously dodgy equipment that kinda/sorta were being authorized to function by Fb and other devices. But as usual, when dodgy resources get utilised by dodgy marketers, the networks are going to limit factors. And that meant, that for about 6 months Facebook minimal the reach of posts despatched via these third-party tools.

That 6 months has developed into a persistent conspiracy concept amongst entrepreneurs even though a new way to hook up people applications to Fb that helps make it additional genuine was included in early 2012. A 10 years ago. But hey, really don’t let the information get in the way of a good tale.

Tonnes of reliable scientific tests have verified time and again that there is no penalty for posting from 3rd-party instruments. And the networks only see posts from these equipment as posts from your account as you are logging in working with a reputable username and password as a result of an accepted app — so it would make no feeling to penalise that.

Fantasy #3: Social media is chaos and ought to be as spontaneous as probable.

This one appears to have arrive from an observation that social media tends to have tendencies and actions that all of a sudden go viral following springing up out of nowhere. The sizzling subjects record on Twitter assists to back this up. If some thing new arrives up that lots of folks are interested in, it blows up.

The real truth is that most very hot topics that aren’t based on information stories are prepared properly in progress of “blowing up” on social media. There are overall industries of social media planners, community relations professionals and advertising and marketing teams that spend months, even a long time setting up and perfecting a marketing campaign prior to sowing the seeds of their topic, product or service or company into social media.

What is spontaneous and a little chaotic is the response to these strategies. For each individual tweet that goes viral or TikTok that blows up, there are hundreds that never ever do. Firms as huge as BP, Telstra and even the Commonwealth Financial institution have used thousands and thousands on trying to be interesting and applicable on social media only to have just about everything that they fall flat.

So the fact lies someplace in between excessive preparing and reactive chaos when it arrives to what functions on social media. You can only seriously try out new points to see what is effective and then attempt to replicate that accomplishment once again.

Myth #4: TikTok is not a spot for brands due to the fact models aren’t funny

Any discussion about social media demands to include things like TikTok these times. It grew to a residence identify much quicker than any other digital resource right before it. And it’s here to remain. Which is why most entrepreneurs see it as a core component of their designs shifting ahead.

Regretably, this perspective has also pushed forward the strategy that a small business ought to be critical and not amusing on TikTok in get to be “brand safe” and not offend any one. A ten years of cancel lifestyle has helped to foster this warning, even as TikTok grows and grows.

And humour really is a main benefit of TikTok’s creators and buyers.

It’s actually the most skilled and strategic enterprises that can marry their solutions with humour in buy to produce a TikTok that any individual truly cares about. And that’s why there are so handful of examples of this outside the house of gadgets and cheap purchaser products. Services-dependent firms are horrible at this things. They just simply cannot see any way to current themselves in a way that is fascinating. Which is the exact challenge they’ve had on Fb and Instagram and Twitter and Pinterest and… you get the stage.

If you have under no circumstances been ready to locate your voice on Fb with out that voice currently being really official and entire of lists of your options and gains, then you won’t have a possibility of accomplishing it on TikTok possibly.

Some thing will have to give. And that in all probability requirements to be your really hard-line restrictions on who and what you consider your model is about.


There are my four most persistent social media myths that need to have to burn off. Social media is nevertheless not a comprehensive science but we do know that it needs some function, some planning and some guesswork. Experiment with new thoughts, analyse the results and adjust your strategy to double down on what will work and throw out what doesn’t. It is the only way to learn what works for your company.

Dante St James is the founder of Clickstarter, a Fb Blueprint Licensed Lead Coach, a Neighborhood Coach with Facebook Australia, a digital advisor with Organization Station, an accredited ASBAS Digital Solutions advisor and presenter, and the editor at The Smaller Marketer. You can watch free of charge 1-hour webinars and mature your electronic abilities at Dante’s YouTube Channel.

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