20 myths about business on social media

Business has recognized social media as a powerful platform for marketing. But there are still misconceptions that prevent entrepreneurs from using all the possibilities of social networks. In this article, let s change myths for facts!

Modern business has moved to social networks. Someone builds a business inside them, someone uses it as a resource to promote their brand. One way or another, the market realizes the possibilities of social networks and understands the degree of their influence on the audience.
But many business representatives still do not use these online sites. Often the reason lies in common myths about social media activity. In this article, we will analyze the main misconceptions and tell you how the relationship between business and social networks actually develops.

Myth 1. Social media is a useless business tool

Social networks have a huge audience and opportunities to interact with it.
Here they actively advertise, sell and buy, collect the target audience. Aren t these business elements? Entrepreneurs who come to social media can interact with users and turn them into their customers. The main thing here is to choose the right social network for the job and use the right tools.

Instagram has become one of the most popular platforms for developing commercial accounts. From this article you can find out how the social network can be useful for business. (link)

Myth 2. Social media business is not a serious approach

Every self-respecting company has been using social media for a long time to increase their sales. Someone bets on Instagram, someone in parallel develops accounts in different social networks. And among those who are active in social networks, there are large and serious brands from various industries: Google, Nike, BMW, Disney, Amazon, etc.

A frivolous approach is to give up the opportunities presented by the realities of the market.

Myth 3. Social networks don t sell

Many social networks have become a full-fledged platform for the sale of goods or services. One of the successful examples is Instagram. Many people build their business on this platform by opening online stores. As practice shows, using Instagram as an advertising channel can bring a business 20-80% of sales.
And according to Yandex, Data Insight and AKIT, almost 20% of all online sales in Russia come from social networks. Just imagine, 1/5 of the total volume of the e-commerce market is occupied by social networks.
Small businesses sometimes do without even websites, using only free tools for sale that are offered by social networks and applications. And social networks can not only sell, but also generate additional traffic to your website.

Myth 4. A lot of subscribers is an indicator of a profile s success

But those who have come across subscriber cheating are ready to argue with this. Bots do not buy anything, but hang as a “dead weight” in the account. Cheating is easily recognized and does not add success, but rather, on the contrary, is perceived negatively.
So don t go after numbers. It is much more important to collect in your account an active audience who are interested in your product / services.

Myth 5. Social media is not suitable for every business.

Some marketers believe that there are types of businesses that don t need social media. Of course, certain areas are hard to imagine on social media. And yet this is an exception to the rule.
Almost every business can be adapted to the format of Internet sites. The effectiveness of social media often depends only on HOW you conduct them. Experiment and look for original approaches.

Myth 6. Super content is all it takes to be successful on social media

Quality content plays an important, but not a defining role. Success in social media is influenced by a whole range of factors, which together have a positive effect.
Such a volume of content is published on social networks every day that it is not the level of its genius that becomes decisive, but the competent work of dissemination. There is no point in generating super content that no one else will know about.

Myth 7. You need to be registered in all possible social networks

It makes no sense to register on all Internet sites and try to have time to excel in each. Firstly, social networking is time, and secondly, money. Trying to grasp the immensity, you can lose work and resources in quality.
It is better to focus on 1-2 sites and work only with them. To choose social networks for business, analyze where your target audience is concentrated and where your competitors work.

Myth 8. Social media brings quick results.

Don t expect the effect of social media tomorrow. At the beginning, pilot promotion strategies are always tested and the audience s reaction is evaluated. Then a portrait of a consumer is formed, advertising is launched, an audience is recruited.
Staggering reach and a large increase in subscribers are possible in the case of cheating or as a response to some kind of viral strategy (which is not so common).
Opening an account on a social network is only the first step, followed by a long and serious work, since the field is competitive. And hoping for a miracle is a failed business strategy. Therefore, you have to be patient and systematically go towards your goal.

Myth 9. Social media impact is impossible to measure.

Currently, there are many services and applications that provide detailed statistics on your social networks: they measure reach, conversion, traffic, etc. For example: KUKU.io, Picalytics, Рicaton, UnionMetrics and others. So you can measure, analyze and track your results.

Myth 10. Our company does not need advertising on social networks

But social media is more than advertising. This is a platform for communicating with your potential clients. And companies that don t want to build relationships with their potential customers are unlikely to succeed.

Myth 11: We are promoting our website, you can do without social networks.

It is good if you are working on your internet resource. But by ignoring social media, you re missing out on opportunities. Social media is people s comfort zone. Here they are more relaxed, inclined to communicate, emotionally free, and therefore make decisions faster. Companies use this to get to know the audience better and “warm up” it for further sales.

Myth 12. Social media doesn t have a paying audience.

A common misconception is that only teenagers are on social media. But this is far from the case. This will be confirmed by statistics – each social network provides detailed data on the composition of its audience. Basically, social networks are used by people aged 18-30. As a rule, these are active representatives of their generation who prefer online shopping. And VKontakte, for example, out of 80 million users, more than 59% are people over 25 years old. Let s add to these statistics the volume of sales that fall on social networks, and make sure that there is enough paying audience here for everyone.

Myth 13. Social media has one proven scheme.

Some people believe that there is some kind of special pattern, an algorithm of actions that allows you to succeed. In practice, it turns out that each business has its own unique path of development – and other people s schemes are not suitable for it. Strategies that work for one business or marketing campaign may be completely ineffective for another.
Therefore, it is useless to search for some working scheme and then persistently copy it. The development of social networks involves constant testing, testing strategies, analyzing the results and finding an effective scheme. But even when you find that formula that works, do not rush to relax. Social networks are dynamically developing platforms. And the business must develop along with them.

Myth 14. Understanding social networks is difficult. Better to order outdoor advertising

Social media is no more complicated than other marketing tools. Understand the promotion of the site – and understand with the maintenance of social networks. You can hire a specialist – and he will solve problems that seem difficult to you. Yes, you will have to pay for his services, but you can earn much more on sales through social networks.

As for the choice of advertising on social networks or installing a billboard, everything is very simple: if the buyer needs more than 1 minute to make a decision to buy your product / service, then move on to social networks. The billboard will not advise, will not answer questions, and will not be able to provide an individual approach to the client. But social networks can do it all.

Myth 15. Social media is a cheap way to attract customers.

The peculiarity of attracting traffic on social networks is that you buy cold clicks, i.e. you first turn them into subscribers and only then into customers. Thus, the path from dating to ordering is quite long, which makes acquiring subscribers more expensive compared to other methods.
Consider also the fact that the competition in popular social networks is very high. This also increases the cost of attracting customers.

Myth 16. Social media is a viral effect.

Some business representatives, starting to promote an account on social networks, expect that people will immediately start coming to them, and then they will also bring their friends. Look, they say, what a good commercial account …
Now let s estimate the probability that these expectations will come true. Many questions arise. First, how do users know about your account? Secondly, why would they suddenly invite their friends there? And thirdly, even if someone accidentally looks into your account – why would he suddenly become your client?
A delusion from the series about belief in miracles, which is better to get rid of as soon as possible. Otherwise, reality will disappoint you.

Myth 17. Social media can help build a strong brand.

A small business comes to social media and expects to build a powerful, recognizable brand on it. What s wrong with this model? First, not every business needs a strong brand. Secondly, publishing news, collecting reviews and holding a raffle for reposting is not a brand yet.
Building your brand requires a serious business strategy. The goal itself is wonderful and ambitious. You just need to be realistic and not demand immediate results where serious work and a long time are supposed to be.

Myth 18. Subscribers will find us themselves

It seems strange, but there is still such a tactic: create a profile on social networks and wait for subscribers to come themselves. The competition is too high, which means that it takes a lot more effort and money to get noticed.
Today, any work in social networks requires a strategy, a content plan, and the use of marketing tools.

Myth 19: Hashtags don t work or hashtags work, so the more the better

Both opinions are wrong. Let s go in order. It seems to you that hashtags do not work, but in fact, it is you who do not work with them.
In fact, hashtags still work. The main thing is to learn how to choose them correctly. If you use popular hashtags with millions of posts, then your post will be lost in the feed in a minute. And of course nothing will work. Another example is when you use thematic hashtags in isolation from the subject of your post. Conventionally, put the label “order cakes”, and in the post you are trying to sell sweets from Europe. It turns out that you are attracting the wrong audience with hashtags. And it seems to you that hashtags don t work. Therefore, it is better to use hashtags that are relevant to your product and post.
But you need to use hashtags without fanaticism. It is better to choose 10 hashtags that are most suitable for your business and specific post than mindlessly put 30 tags, hoping that at least one will hit the target.

Myth 20. There is no place for humor and personal emotions in a commercial profile.

Many commercial accounts try to remain serious and businesslike at all times. They came here to do business, not to have fun.

But the peculiarity of social networks is precisely that they are created for communication. And businesses come to these platforms to get closer to their consumers. Therefore, both lively emotions and humor are quite appropriate for the social media format. This is what users who subscribe to commercial accounts appreciate. And if someone loves seriousness and business communication, he can come to your official website.

One more argument. In 2020, the social media trend is gamification, which is an effective marketing tool. This means that the business is actively introducing entertaining game content and becomes a close friend for the consumer, and not just a seller who compulsively offers to make a purchase.

You can read more about business gami cation in this article. (link)


We hope that our article managed to dispel myths and prove that business and social networks are great for each other. Don t believe the myths! Trust the bottom line, the statistics, and what you can do.

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