Rich Gorman Reveals the Truth Behind Social Media Myths

Online marketer Rich Gorman poses the question: How much do you really know about social media marketing? It’s true enough that information on this topic abounds, and a quick Google search will reveal page after page of tips, factoids, stats, and best-practices for serious social media marketers.

Online marketer Rich Gorman poses the question: How much do you really know about social media marketing? It’s true enough that information on this topic abounds, and a quick Google search will reveal page after page of tips, factoids, stats, and best-practices for serious social media marketers. This hardly means that mastering social marketing is easy, however—and in fact, Rich Gorman believes that the sheer volume of information out there can make social media mastery far more elusive.

The problem is simply that the articles you find regarding social media marketing often differ. What’s more, even the agreed-upon, conventional wisdom can sometimes prove false, or at the very least, half-true. The real work of social media mastery, then, does not just revolve around finding the facts—it also includes debunking the myths.

 

In the paragraphs that follow, Rich Gorman—a long-time social marketing proponent and guru—offers what he believes to be the truth behind some of the most pervasive social marketing myths.

 

MYTH: All companies need to post content to their Facebook page, every single day.

 

The germ of this idea—the notion that regular social media updates are imperative for social media success—is one that Gorman does not dispute, nor would any social marketer worth his salt. To say that all companies need to have x amount of posts, on x social networks, in x amount of time, is simply superficial, though. It overlooks the important reality that all companies are different, and so are their social media needs.

 

Say you work for an online marketing consultancy; offering multiple Facebook posts, each and every day, is vital for maintaining engagement with your potential clients and customers. Say that you work for a manufacturing company, however. Daily Facebook posts are going to be harder to come by—and not only that, but they may not be as helpful as tweets, or LinkedIn updates.

 

The truth, according to Rich Gorman: “Brands need to know their audience, and they need to think critically about which social networks really benefit them, before they set specific quotas for daily or weekly updates.”

 

MYTH: Paid media is a thing of the past.

 

There are many who will tell you that Internet users don’t click on paid ads anymore; they only click on organic content. This may be a slight exaggeration, but it is certainly true that click-through rates for paid content is lower than it is for organic content. Nevertheless, those who say that paid content is dead are neglecting some of the advantages that paid ads offer, even beyond click-through rates.

 

“It’s about exposure”, comments Rich Gorman. “You may not get a ton of clicks for a paid Facebook ad—though you will surely get some—but you will definitely gain greater visibility on the newsfeeds of your social media followers. In much the same way, users may not click on your AdWords listings, yet they remain imperative for blanketing the search results pages.”

 

MYTH: Automation is fatal to social media campaigns.

 

There are innumerable tools available to help marketers automate their social media updates—like Hootsuite, to name just one of the more famous examples—yet shockingly, there are many marketers who will tell you that using these tools is disadvantageous. Their thinking is that social media needs to be more about having a conversation. You need to communicate with your users, not just schedule a steady barrage of updates.

 

And that’s true, to a point. Automated posts do not take the place of real interaction. With that said, automation can be a valuable, time-saving way to structure your social media campaign and ensure adherence to an editorial calendar.