INTRODUCTION
“No profession stands to influence social media
more than public relations.”
Paul Gillin, The New Influencers, A Marketers Guide to the New
Social Media

INTRODUCTION
o Social media defined 20:00
o 10 keys to social media success 30:00
o Social media tools 20:00
o 3 take away messages 2:00
o Q&A 3:00

SOCIAL MEDIA DEFINED
Social media is a
conversation online.
Look who’s talking:
o your customers
o your donors
o your volunteers
o your employees
o your investors
o your critics
o your fans
o your competition....
o anyone who has internet
access and an opinion.

SOCIAL MEDIA DEFINED
The conversation is not:
o controlled
o organized
o “on message”
The conversation is:
o organic
o complex
o speaks in a human voice
Social media is not a
strategy or a tactic –
it‟s simply a channel.

SOCIAL MEDIA DEFINED
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)

SOCIAL MEDIA DEFINED
The power to define and control a brand
is shifting from corporations and institutions
to individuals and communities.

SOCIAL MEDIA DEFINED
“It is about putting the „public‟ back in Public Relations
and realizing that focusing on important markets and
influencers will have a far greater impact than trying
to reach the masses with any one message or tool.”
Brian Solis, The Social Media Manifesto

SOCIAL MEDIA DEFINED
Word of Mouth is the Future of
Marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by delivering
great customer service experiences.

CASE STUDY
o Zappos, an online shoe retailer,
makes customer service central
with a focus on “making personal
and emotional connections.”
o Divert marketing budget to
customer service (they outsource
marketing to their customers; they
don‟t outsource their call centre)
o Use Twitter to promote their
brand
o Website displays any public tweets
mentioning of their brand
o CEO has over 400,000 followers
o 430 employees on Twitter
o $1billion in sales last year and
their expanding into new product
categories

SOCIAL MEDIA DEFINED
o 91% say consumer reviews are the #1 aid to buying
decisions - JC Williams Group
o 87% trust a friend’s recommendation over critic‟s
review - Marketing Sherpa
o 3 times more likely to trust peer opinions over
advertising for purchasing decisions - Jupiter Research
o 1 word-of-mouth conversation has impact of
200 TV ads - BuzzAgent
* Slide courtesy of Digital Influence Group

SOCIAL MEDIA DEFINED
Social media sites are the fastest-growing category on the
web, doubling their traffic over the last year.
o 73% of active online users have read a blog
o 45% have started their own blog
o 57% have joined a social network
o 55% have uploaded photos
o 83% have watched video clips
Universal McCann’s Comparative Study on Social Media Trends,
April 2008. 17,000 respondents from 29 countries, *using internet
at least every other day

SOCIAL MEDIA DEFINED
o 40% of Canadian internet users have visited a
community or social networking site
o 22% of Canadians over 60
o 50% of Internet users under 30
o 25% of users 25-29 do so daily
o 43% English speaking Canadians and
24% of French speaking Canadians visit these sites
Canada Online, The Internet, Media and Emerging Technologoes

SOCIAL MEDIA DEFINED
• Younger users (under
45) and women use
these sites for
socializing
• Older users use these
sites to obtain and share
information
• Youth (12-17) use these
sites for entertainment

SOCIAL MEDIA DEFINED

SOCIAL MEDIA DEFINED

SOCIAL MEDIA DEFINED
Social media can help you
in all stages of
marketing, self-
promotion, public
relations, and customer
service:
o research
o strategic planning
o implementation
o evaluation

SOCIAL MEDIA DEFINED
o Learn what people are saying about you
o Create buzz for events & campaigns
o Increase brand exposure
o Identify and recruit influencers to spread your message
o Find new opportunities and customers
o Support your products and services
o Improve your search engine visibility
o Gain competitive intelligence
o Get your message out fast
o Retain clients by establishing a personal relationship
Be an industry leader – not a follower
o

SOCIAL MEDIA DEFINED
quot;What's the ROI for putting on your
pants every morning? But it's still
important to your business.quot;
Scott Monty, Digital Communications Manager at Ford

SOCIAL MEDIA DEFINED
Reach Engagement & Influence
o Website visits / views o Sentiment of reviews
and comments
o volume of reviews
o Brand affinity
and comments
o Incoming links o Commenter
authority/influence
o Time spent
Action & Insight
o Favourites / Friends / Fans
o Sales inquiries
o Viral forwards
o New business
o Number of downloads
o Customer satisfaction
and loyalty
o Marketing efficiency
Source: The Digital Influence Group, Measuring the Influence of Social Media

SOCIAL MEDIA DEFINED
Resources required for
social media may include:
o Strategic consultation
o Training
o Creating content
o Integrating tools
o Distributing content
o Relationship management
o Measuring value

KEYS TO SUCCESS
10 KEYS
TO SOCIAL MEDIA
SUCCESS

KEYS TO SUCCESS
o Experiment personally
before professionally
o Try a variety of social
media tools
o Be yourself, make some
friends, and share

KEYS TO SUCCESS
1. Discovery 2. Strategy
(people, competition, (opportunities,
and search engines) objectives)
3. Skills 4. Execution
(identify internal (tools, integration,
resources and gaps) policies, and process)
5. Maintenance
(monitor and adapt)
Source: 5 Phases of Social Media Marketing
http://socialcomputingjournal.com/viewcolumn.cfm?colid=789

CASE STUDY
o YouTube
o MySpace
o Facebook
o Twitter
o EHarmony
“Digits” (their own online
o
community)
o Virtual communities –
Second Life
Source:
http://www.podtech.net/home/5209/h-
block-social-media-programs-success

CASE STUDY
Leveraged core goals
across all networks:
1.Reinforce their brand as
tax experts
2.Deliver on advocacy
positioning of the brand
3.Present the brand as being
innovative
o Through “unexpected and
meaningful interactions
with consumers”

CASE STUDY
o Be community
appropriate
and relevant
(interacting on Second
Life is different than
YouTube)
o It’s not free -
Human capital increased
as media buys decreased
– Ask yourself if this is
successful how do you
scale it?

CASE STUDY
1. Brand Perception
o Evaluated brand metrics
through a brand tracking
study
2. Engagement
o 600,000 YouTube views
o 1 million unique visits to
their community site
3. Word of Mouth
o Increased online mentions
in blogs, forums, and other
social media

KEYS TO SUCCESS
o Find where your
audience is participating
and indentify the
influencers
o Read industry blogs
(including comments)
o Google your company
name & your competition
o Find tools that can help
you listen

KEYS TO SUCCESS
o Tap into the wisdom of the
crowd to access a wider
talent pool and gain customer
insight
o Companies that use crowd
sourcing include:
o Starbucks (MyStarbucks)
o Dell (Ideastorm)
o DuPont
o Netflix
o Wikipedia
o iStockphoto.com
o Threadless.com
o Mechanical Turk (Amazon)

KEYS TO SUCCESS
Amelia Arlington

KEYS TO SUCCESS
56 unanimous responses in under 4 minutes from YouBeMom.com

CASE STUDY
o Chevy contest asks
people to create a
winning commercial for
the Tahoe SUV
o Website gives people
online tools to make their
own commercials
including the ability to
customize text

CASE STUDY
o Users subvert contest
with ads slamming the
Tahoe brand
o Chevy eventually removes
the website displaying
videos critical of their
product
o Many parodies still exist
online (number one search
result for “Chevy Tahoe”
on Youtube)

CASE STUDY
Lessons learned:
o Be careful when you ask
for …. user generated
content can‟t be controlled
o If you‟re going to ask
people their opinions be
prepared to have a
conversation

KEYS TO SUCCESS
o Avoid puffery
(people will ignore it)
o Avoid evasion and lying
(people won’t ignore it)
o Companies have watched
their biggest screw-up's
rise to the top 10 of a
Google search
o Admit your mistakes
right away

CASE STUDY
o Belkin employee busted
offering payment for fake
positive product
reviews
o Belkin president claims
it‟s an isolated incident
o Influential tech blogs
expose a larger cover up
and name more
employees involved

KEYS TO SUCCESS
o Don’t be afraid to share.
Corporations, like people,
need to share information
to get the value out of
social media
o Make your content easy
to share
o Incorporate tools that
promote sharing:
o Share This, RSS feeds,
Email a friend

KEYS TO SUCCESS
o Don't shout. Don't
broadcast. Don‟t brag.
o Speak like yourself – not
a corporate marketing
shill or press secretary
o Personify your brand –
give people something
they can relate to.

CASE STUDY

KEYS TO SUCCESS
o Think like a contributor,
not a marketer
o Consider what is relevant
to the community before
contributing
o Don’t promote your
product on every post
o Win friends by promoting
other people’s content if
it interests you

KEYS TO SUCCESS
o Don’t try to delete or
remove criticism (it will
just make it worse)
o Listen to your detractors
o Admit your shortcomings
o Work openly towards an
explanation and
legitimate solution

KEYS TO SUCCESS
o Don’t wait until you
have a campaign to
launch - start planning
and listening now
o Build relationships so
they‟re ready when you
need them

KEYS TO SUCCESS
o You need buy in from
everyone in the
organization
o Convince your CEO that
social media is relevant to
your organization
o Get your communications
team together, discuss
the options, then divide
and conquer

KEYS TO SUCCESS
1. Experiment with social media
2. Make a plan
3. Listen
4. Be transparent & honest
5. Share your content
6. Be personal and act like a
person
7. Contribute in a meaningful
way
8. See criticism as an
opportunity
9. Be proactive
Accept you can‟t do it all
10.
yourself

THE TOOLS
SOCIAL MEDIA
TOOLS

THE TOOLS
o Social Networks
o News & Bookmarking
o Blogs
o Microblogging
o Video Sharing
o Photo Sharing
o Message boards
o Wikis
o Virtual Reality
o Social Gaming
o Related:
o Podcasts
o Real Simple Syndication (RSS)
o Social Media Press Release

THE TOOLS
o People and organizations
connect and interact
with friends, colleagues
and fans.
o Popular social networks
include Facebook and
MySpace, Linkedin,
bebo, and Ning.
o There are niche social
networks for just about
everything.

THE TOOLS
o create online profiles
o share photos, video, and
audio, links
o send private message and
instant message
o learn more about people and
organizations
o Follow brands, celebrities, and
gain your own fans

THE TOOLS
o Contains profiles of Fortune
500 executives and leading
entrepreneurs
o average individual salary
on LinkedIn is $109,000
o On LinkedIn your can:
o Post a profile and resume
o Connect with colleagues
o Share professional
recommendations
o Find jobs
o Forums to demonstrate
expertise and find answers

THE TOOLS
o Fastest growing social
network in Canada and
the world
(200 million members)
o Powerful tools to engage
and understand your
audience:
o Brand pages
o Custom applications
o Targeted advertising
o Audience insights/metrics
o Opinion polls

THE TOOLS
o Your brand‟s homepage
on Facebook.
o Allow you to post photos,
videos, events and other
messages.
o Users interact with you by
o Becoming fans
o Commenting on your posts
o Participating in discussions
o Post photos to your page
o Fans see your page
updates in their
newsfeed

THE TOOLS
o Facebook ads give you
the ability to advertise
directly to specific
demographic groups
o This is unlike paid search,
the most popular form of
online advertising, which
only lets you to bid on
keywords the user is
searching for right now

THE TOOLS
o Location
o Age
o Sex
o Keywords (appear in your
users profile)
o Education
o Workplace
o Relationship status
o Relationship interests
o Languages

THE TOOLS

THE TOOLS
What you need:
o Ad message
(title and body)
o Image
(make it compelling)
o Destination URL
(where you want the ad to
take people)
o Social actions (optional)

THE TOOLS
o Social actions show
related stories about a
user‟s friends alongside
your ad.
o People can vote whether
they like or dislike your
ad.

THE TOOLS
o Very affordable and easy
to control your budget
o You can specify a daily
budget
o Schedule specific dates
for your ad to run
o Pay for clicks (CPC) or
impressions (CPM)

THE TOOLS
o Facebook Insights
provides information
about your ad campaign:
o Track ad performance
with real-time reporting
o Gain demographic and
psychographic insights
about people that view or
take action on your ad
o Use this information to
identify how you can
improve your campaign
to maximize your results

THE TOOLS
o Identify clear goals for
your ad
o Know who you‟re trying
to reach
o Ensure ad headline, copy
and image is relevant
o Experiment to get it right
o Monitor your campaign
and adjust
o Know when to quit

THE TOOLS
o Applications are
entertainment and
productivity tools that run
within facebook
o Give users a unique ways
to interact with your brand
by developing your own
applications, or add
existing applications, to
your page
o When fans use your
applications social stories
are created that appear in
their friends news feed and
link back to your page

THE TOOLS

THE TOOLS
Add social capabilities to
your website by
integrating with
Facebook:
o Users log in to your
website with their facebook
identity
o You can access their
profile information to
learn more about them and
deliver targeted content
o Publish information back to
their friends‟ streams on
Facebook to bring their
friend to your website

THE TOOLS
Don’t
Do
o establish a presence on the o create a page and fail to
social networks your maintain it
customers and colleagues use
o try a hard sell approach
o create a page to promote your
brand o censor comments
o point your fans to your o spam your fans/friends with
company blog or contest frequent private messages –
you‟ll drive them away
o encourage a discussion and
participate frequently o post false information
o explore targeted advertising
opportunities

THE TOOLS
o A blog is a website with
regular entries of
commentary or news
o Blogs serve to establish
your company as
transparent, relevant,
active, and expert.

THE TOOLS
o engage in dialogue with your
customers
o improve your search engine
visibility
o promote product launches
and events
o gain expert status by
providing useful tips

THE TOOLS
Don’t
Do
o write press releases – be real
o post on a regular schedule
about why something is
exciting
o encourage conversation by
asking questions
o let complaints go unanswered
o respond to people that
o make users register to
comment on your posts
comment – they won‟t bother
o use a few bloggers from your
o delete fair but critical
company for more viewpoints
comments

THE TOOLS
o Microblogs are blogs
limited to a sentence or
two (about 140 characters)
o People use microblogging
to promote themselves,
share content and follow
friends, celebrities and
brands
o Companies use it for
marketing, public relations
and customer service by
giving their brand a voice
within the community

THE TOOLS
Twitter can help you:
o share timely information
o promote useful content
including resources, contests,
deals, etc.
(not just your own)
o personify your brand
o connect with your customers
and develop leads
o build credibility and influence
o listen to consumer buzz
o research competitors
o network and learn from
experts in your field

CASE STUDY
o Churches useTwitter to:
o Ask questions
o Share insights
o Highlight content
o Hype events
o Trinity Church uses Twitter
to tell Passion of Christ
o Westwinds Church
experiments with Twitter
during services
o Distracting or Enriching?

CASE STUDY
o September 08: Twitter founder
Biz Stone tweets about
Charity: Water, which builds
wells in Ethiopia.
o Charity: Water asks people
with September birthdays to
accept online donations in lieu
of gifts and raised $4500,
enough to build a well
o The quot;social media birthdayquot;
was born; asking for donations
from online friends to celebrate
your birthday

CASE STUDY
o January 09: Tweets begin
promoting the First Annual
Twestival (a Twitter Festival) in
support of Charity: Water:
o 202 real-life meetups
across the globe, hosted by
volunteers
o $250,000 USD raised at
these events
o 55 wells are planned
across Africa & India

CASE STUDY
o April 09: The first quot;well that
Twitter builtquot; is dug
o April 09: Actor Hugh
quot;Wolverinequot; Jackman
challenges Twitter to tell him, in
140 characters or less, what
charity he should support
o Convinced by Twitter, Jackman
announces his $50,000 gift to
Charity: Water on Ryan
Seacrest's radio show,
providing huge exposure for
the charity

CASE STUDY
o Social media campaign
expands:
o Staff post Twitter updates delivering
the results of donations
o Website hosts videos of drilling
progress made in Africa
o A driller tweets live from Central
African Republic
o Hundreds of videos uploaded to
YouTube by charity and supporters
http://www.youtube.com/user/charity
water
o Facebook Causes page with over
$61,000 donated

THE TOOLS
Don’t
Do
o sound like a press release –
o find and share useful content
you‟re in a social space
o pose questions and reply to
o spam with constant links to
others
your company website, either
in tweets or private messages
o keep it fun - put a friendly face
on your brand
o post useless information –
do people really care what you
o promote sales, deals, news,
had for lunch?
updates, and build buzz for
big releases or events
o know what people are saying
about your brand

THE TOOLS
o Video sharing sites let
you upload videos and
share them with people.
o They‟re a perfect
repository for video
blogs, taped seminars,
witty Power Points,
commercials, how-to’s
and a behind-the-scene
look at your organization.

THE TOOLS
o helps you gain exposure and
direct traffic back to your
website
o sparks interest without a
hard-sell
o videos can be low-fi and
cheap to produce -
immediacy and content is more
important than quality.
o videos can be a place to
showcase your leadership in
a field, and spread customer
testimonials

CASE STUDY
o Blendtec was a faceless
B2B/B2C blender
manufacturer that couldn’t
afford a traditional
marketing campaign
o Published low-cost videos of
CEO blending everything
from iPhones, hockey pucks
to the financial bailout
o Launched the website
WillitBlend.com and a
YouTube channel
http://www.youtube.com/blendtec

CASE STUDY
o Videos went viral generating
“millions of dollars in brand
recognition”
o Channel Views: 3,469,098
o Subscribers: 183,949
o Online Blendtec blender
sales increased 500%
o The videos have made over
$50,000 in ad revenue
turning the marketing
department into a profit
centre

CASE STUDY
Lessons learned:
o Be entertaining and keep it
relevant to your brand (the
videos promote the durability
of their blenders without an
overt sales pitch)
o Experiment – the idea might
not have worked, but what
could they lose?

THE TOOLS
Don’t
Do
o be informative, useful, or o just upload infomercials
entertaining
o be afraid to experiment until
o create a summary and you find a formula that works.
detailed description
o pull down other people’s
o post video replies to others videos showcasing your
product for copyright
infringement
o allow commenting and
participate in the conversation
o make your video longer than it
needs to be – keep it concise
o save bandwidth costs on your
and entertaining
website by hosting videos on
YouTube

THE TOOLS
o Social bookmarking sites
allow users to save,
share, organize,
comment on and search
webpage bookmarks.
o Community votes on
your submissions so they
either rise to the top or
drop to the bottom.

THE TOOLS
Don’t
Do
o link to relevant articles about o spam by consistently
news in your field bookmarking your own
(not just your own content) material
o make friends with other o cheat by tagging your
bookmarkers in a legitimate bookmarks with irrelevant
way. popular keywords
o respect the terms of service o open multiple accounts and
vote for yourself – you‟ll be
o (reddit allows self-promotion,
exposed
digg does not)

THE TOOLS
o Photo sharing sites give
you a place to upload
and organize your
photos
o You can invite friends to
check out your photos
and people can find your
photos by searching for
the keywords (tags) you
apply to your photos.

THE TOOLS
o detail the launch of a new
product, from initial sketches
to the launch party
o promote special events,
charitable campaigns, and
awards ceremonies
o provide an inside look at your
organization, making it appear
glamorous, busy, fun, or
innovative

THE TOOLS
Don’t
Do
o tag your photos with relevant o stuff linked keywords into
keywords your photo descriptions or
comments
o use your web site address or
o plaster your URL all over the
brand name as your Flickr
screen name photos you upload
o upload quality photos of your o discourage people from
products/services, and things using your photos (as long
related to your business as they provide attribution such
as a link back to your website)
o link prominently from your web
site to your Flickr photostream

THE TOOLS
o An Internet forum, or
message board, is a
bulletin board system in
the form of a discussion
site
o conversation takes place
between registered
members who post
topics (threads) and
make public comments
(posts) on those threads

THE TOOLS
Don’t
Do
o keep the message board active o build it and expect people to
by regularly participating in start participating without
the conversation encouragement and seeding
o collect minimal information o forget to moderate -
during registration spammers and trolls will drive
users away
o keep focus and attract users by
o censor or allow militant
clearly identifying your
community purpose and moderators to take too much
target audience control over the conversation.
You want to encourage open
discussion, not stifle it.
o promote popular discussions
throughout your website

THE TOOLS
o A wiki is a website that
allows visitors to easily
add, remove, and edit
content – this makes
them great collaboration
tools
o Wikipedia, for example, is
an encyclopedia is written
collaboratively by
volunteers from all around
the world; anyone can
edit it

THE TOOLS
Don’t
Do
o find references to your o rely on social reference
organization and have websites to be accurate
inaccuracies updated
o spam or overtly advertising –
o read the terms of use to it could get you banned
ensure you are allowed to
edit an entry about you o use it for Search Engine
Optimization (Wikipedia
o research competition prevents search engines from
following links)
o use wikis to collaborate with
o Don‟t sabotage competitor‟s
your team
entries about competitors
(You could get caught)

THE TOOLS
o Internet-based 3D virtual
worlds like Second Life
reimagine our world with all its
potential for commerce and
branding
o people interact through
characters called avatars
o residents explore, meet other
residents, socialize,
participate in individual and
group activities, and create
and trade items and services
with one another

THE TOOLS
o hold media conferences in
Second Life to generate buzz
(World Bank reports in world)
o create and sell branded
products accompanied by
coupons and advertising for
real-world stores
o purchase land, build stores,
and open for business
o publish streams of audio or
video on people‟s properties

THE TOOLS
Don’t
Do
o Use it to generate publicity o just try to recreate your real-
world brand experience –
publicity for real world
activities leverage the possibilities of the
virtual world since fantasy is
o find experts to imagine and
what brought people are there.
manage your brand presence
in this virtual world, or do
thorough research – it‟s o be afraid to site this one out.
If your audience isn‟t there and
complicated!
you don‟t have a vision to
o be inventive – for example,
create a meaningful
when someone drinks your
experience don‟t bother.
product, you may create a
script that makes people
dance, turn into a cute animal,
or speak only in song for 30
seconds.

THE TOOLS
o A podcast is a series of audio
or video files which is
distributed by syndicated
download to your computer, for
use on an MP3 player or
computer.
o Podcasts can be simple
recordings of conversations,
presentations, or interviews
o They‟re a chance to provide
build an audience around
your brand or message.

THE TOOLS
Do’s Dont’s
o come up with a format (form, o worry about length
topic, and duration)
o invest in a lot of equipment –
o prepare don’t script (or you‟ll simple tools and software are
sound stiff) all you need to get going
o use a good microphone (but o leave too much time
between podcasts – it could
no need to over produce)
prevent you from building an
audience
o promote your podcast on
your website and podcast
directories

THE TOOLS
o RSS is a way for content
publishers to make blog
entries, news headlines,
events, podcasts and
other content available to
subscribers.
o an effective way to
distribute your content
and lead users back to
your website

THE TOOLS

THE TOOLS
Don’t Don’t
o offer RSS feeds for your o spam your subscribers by
website‟s blog, news, events, including excessive advertising
and podcasts in your RSS feed
o go overboard – limit RSS feeds
o subscribe to RSS feeds
relevant to your industry or to content frequently updated
interests
o freak out when a splogger
hijacks your content – this
o include a title and description
only so subscribers need to could actually help your search
visit your site for the full story engine rank
o track your subscribers

THE TOOLS

5 TAKE AWAY MESSAGES
3 TAKE AWAY
MESSAGES

3 TAKE AWAY MESSAGES
1. Word of Mouth peer-to-
peer discussions are
more influential than
the mass media
2. Participate by enabling
and feeding the
conversation
(follow the 10 keys to
success)
3. Be transparent &
honest

REFERENCES
o PR 2.0 o Groundswell Blog
BrianSolis.com blogs.forrester.com/groundswell
o Chris Brogan
o Social Media Today
chrisbrogan.com
socialmediatoday.com
o Micropersuasion
o Social Media Trader
micropersuasion.com
socialmediatrader.com
o Six Pixels of Separation
o Web Strategy by Jeremiah
twistimage.com/blog
web-strategist.com/blog
o PR Squared
o Online Marketing Blog
pr-squared.com
toprankblog.com

INSPIRATION & CREDITS
o Social media Is.... o Groundswell Blog
slideshare.net/leewhite/social blogs.forrester.com/groundsw
-media-is ell/2007/12/the-post-
method.html
o What the F**K is social
o Shannon Paul's Blog
media
slideshare.net/mzkagan/what veryofficialblog.com
-the-fk-social-media
o Measuring the influence of
o The Social Media Manifesto social media
briansolis.com/2007/06/future slideshare.net/DigitalInfluenc
-of-communications- e/business-impact-of-social-
manifesto-for.html media

THE MYTHS
SOCIAL MEDIA
MYTHS

THE MYTHS
“Social media is just a fad
– it will go away.”

THE MYTHS
“Social media is
inexpensive.”

THE MYTHS
“If we put our content online
we‟re just giving our
expertise away for free!”

THE MYTHS
“We can’t measure
social media results.”

THE MYTHS
“Social media might work for
certain industries and business models
but it won’t work for us.”

THE MYTHS
“Tell the programmers to setup that
social media thing….and get them to
make it viral while they‟re at it!”

THE MYTHS
“YouTube is that site for funny
cat videos – you‟ll cheapen
our brand by putting
our video on there!”

THE MYTHS
“I‟ve started a Facebook page so I‟ve
got social media covered!”

THE MYTHS
“If we just delete all negative comments
no one will see them.”

THE MYTHS
“No seriously, I
don’t think
anyone will notice if we
delete those negative comments.”

THE MYTHS
“If we build it they will come.”

THE MYTHS
“Social media is for kids.”

THE MYTHS
“We have to figure this all out before
we start using social media.”

THE MYTHS
“Social Media is hard.”

THE MYTHS
“Social Media is easy.”