September 25, 2022

Helping PR pros make smarter decisions

10 Social Media Myths–Busted!

10 Social Media Myths–Busted!

Social Media Mythbusting
Ignite Social Media

In a post receiving a lot of love from my online Twitter community today, Lisa McNeill shares the top ten biggest myths about social media. Among the myths, the idea that campaigns in social media are “free,” and that participating in social media isn’t really “work.” (I can testify that it is!) My favorite however, is one of the more intensely discussed issues facing social media professionals in communications: how do we measure the ROI? Can way? Yes, says Lisa. “While this is topic is still a debate among the social media community and marketers – this is undebatable to me. If anything – social media has shown huge ROI through increased search engine optimization alone – for Ignite this has resulted in higher organic search results. What has this translated to? A quantifiable number of new business leads, in addition to brand positioning that lets us into the conversations of our target audience.”

Preach It
Communications Overtones

Pulling one over on the public in order to further a clients’ agenda or message, commonly known as astroturfing, is a much-maligned practice, particularly in the social media realm. Taking this route may be incredibly tempting to communications professionals, however, and Kami Huyse points out that it might be the human condition to give in to such temptation. She lays out some basic ethical guidelines she created as part of an anti-astroturfing campaign last year, but wonders if such rules of engagement will only help in “preaching to the choir,” and if those inclined towards unethical practices will never take the advice to heart. “What amazes me is the creative energy that gets wasted putting together “black arts” campaigns that could go toward building a better product and relationship with customers.  It is an age-old concept called brand loyalty, and it comes from investing in the relationship – not pulling the cap down over the eyes of the customer.”

Target No Target

Everyone recalls, speaking of astroturfing, the general uproar surrounding the exposure of Wal-Mart’s fake blog earlier this year. So why then, Josh Hallet wonders, isn’t popular retailer Target taking the same amount of grief for their own shady campaign? It turns out the store asked participants in its online Rounders program to keep their affiliation with Target a secret from the store’s Facebook community. I’m thinking no one minds because Target is far “cooler” than the “evil” Wal-Mart, and also because the offense is far less egregious. “In short, Target instructed their Rounders to keep their relationship with Target a secret. When one of her students questioned this on Target’s Facebook wall the thread was removed.  Was there a mass outcry over this? Not really. A front page article on the New York Times? Nope. Why? A double standard? What do you

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