Social media is now so pervasive that consumers have access to information any time and any place they want it. Gone are the days when the messages people got about your products or services came from you and consisted of only what you wanted them to know. Social media is an ever-growing source of entertainment, news, shopping and social interaction, and consumers are now exposed not just to what your company says about your brand, but what the media, friends, relatives, peers, etc., are saying as well. And they are more likely to believe them than you. People want brands they can trust, companies that know them, communications that are personalized and relevant, and offers tailored to their needs and preferences.
COMMON MISCONCEPTIONS ABOUT SOCIAL MEDIA
Merely opening a Twitter account will triple your revenue this year
You’re only one blog post away from a guest spot on The One Show
If you build it (a Facebook/LinkedIn/Tumblr page), they will come (in hordes)
Then you look around at the real world and realize that, sadly, none of this is true.
The truth is social media— when used strategically over time — is the most powerful form of marketing and market research the world has ever seen. But it’s not a magic bean that grows overnight into business success. It’s a platform for real work.