social media

7 Social Media Misconceptions

Transition-Marketing-ServicesSocial Media Marketing.

Social Media has quickly grown as a marketing tool. Several years ago there was a massive push by marketing consultants to bring clients of all backgrounds onto Social Media. This has dramatically changed the social media scene in both feel and usage. As corporations took to the Social Media “Airwaves” the content and type of usage has evolved.

The need to increase ad revenue has pushed the big contenders in new directions which has significantly impacted their content, the display of YOUR content and the overall reason for the average household’s usage. Not everyone has been happy with the changes, and many users have become disenchanted with the big Social Media platforms, seeing them as no more than Corporate shills. Yet usage continues to be steady.

Like it or not we will continue to see this push by Marketing & Advertising agencies for a few years yet, until the next big tech revolution occurs, or until our first big tech blackout happens. All indications are that advertising options will continue to grow as a must for many Social platforms.

This Social Media revolution has taken place over a little more than a decade. Over that time the platforms have evolved, the tools have adjusted and our methods have changed. Tips and tricks for optimal Social Media usage have come and gone like political promises.

In three previous posts we have outlined several Social Media misconceptions. Ideas, tips and information that simply are not true. These posts can be found here:

In the following post we will finish up with 7 final Social Media Misconceptions that business owners and marketers alike can (and should) ignore.


7 Social Media Misconceptions.

1) Engagement Is The All Important Metric.

Let’s start by explaining. There are two key non-paying metrics involved in Social Media:

  • Number of Followers: Your number of followers or likes – essentially your Social Media audience.
  • Follower Engagement: Your engagement and individual connectivity with your followers.

Now both of these metrics are important, both will lead to potential sales and income. However neither by themselves will generate dollars. In our previous post we discussed why gaining followers is not the single key to success on Social Media. Engaging them is equally important, however one must note that “Follower Engagement” itself is considered a non-paying metric also.

Follower Engagement not only a non-paying metric, it’s also a fuzzy metric with many different interpretations. It is important of course. It establishes communication and relationships with potential leads and it provides insight into which of your content is connecting with your audience, which then impacts your future content and design decisions.

Follower Engagement however, is simply one more piece in the big-picture-puzzle. Your number of followers does not alone dictate your economic success, likewise engagement with those followers is just another in a several step process to generating sales interest.

2) Only Publish Content About Your Company.


I personally do not want to hear or witness a non-stop feed of propaganda about your business. If you are publishing only messages and content about your company, unless I am a stock holder, I DON’T CARE.

Ask yourself this: Would you want to sit and listen to someone you hardly know tell you all about how great they are? Probably not.

Why then would anyone voluntarily listen to you spout of a list of your awards, events, products, reviews etc? It is the exact same thing, and it is obnoxious. I will unfollow you quickly, as will the bulk of Social Media users.

Instead let your audience assist in dictating your content. The odd post about your companies recent achievement, or new product is great – but build the rest of your content based on what your audience wants. Think about it like romancing a first date. If you do all the talking, attempting to promote yourself, there likely won’t be a second date. Instead ENGAGE them. Find out about them, take an interest in their lives. Base your conversation around what THEY are saying.

Ask yourself (or rather ask them).

  • What are their concerns?
  • What are their problems?
  • What are their challenges?
  • What are they interested in?
  • What are they talking about?

Romance your audience. Pay attention to them and engage them with your content.

3) You Should Post A Certain # Of Posts Each Day.

This is a common misconception and it is actually rooted in legitimate research. There are in fact optimal times during the day in which to post, likewise there is an optimal frequency with which to post. There has in fact been a great deal of research done on the topic including this great report by Dan Zarrella.

However, this research is not carved in stone and it does not necessarily pertain to everyone. As with any data and research, this report was based on independent results stemming from multiple test posts over a large number of accounts.

Every Social Media platform is different and has different optimal times for posts. Similarly every independent Social Media user has a different audience with different schedules, browsing habits and agendas.

We recommend that users do their own research based on their own profiles and their own audience:

  1. Test the timing for each of your posts and see when you are receiving the best level of connectivity with your followers.
  2. Test the frequency and verify the same.
  3. Test your content and see what is engaging the most.

Remember, these are YOUR followers, they are custom to you and your post scheduling should reflect that.

4) Setup Your Facebook or Twitter or Blog (etc) Profile and The Rest Is A Breeze.

Wrong again. Very wrong.

Engaging in Social Media is just like any other “Social” or Networking event. It is not enough to just be there. You need to be involved.

Think about it this way. If you set up a booth at a trades show and sat in a chair in the corner for the duration and never spoke to a soul, what would you expect for results? Social Media is much the same. It requires constant vigilance, updates and response. It is called “Social” Media for a reason. The entire premise of it is to get out and connect with other users. It is about conversing, communicating and networking.

Social Media requires time and effort. It requires consistent maintenance and updates.

5) You Can Just Wing It On Social Media.Small-Business-Plan

There is a misconception that Social Media requires little planning, that one can just post to it as they see fit.

In fairness, Social Media does require a flexible and adaptable controller and the posts can be spur of the moment. When operating a Social Media profile the controller must be prepared for anything, you are engaging people over the anonymity of the internet after all, and that can result in some bizarre interactions.

However, while flexibility is a must, so is an overall strategy. A few things to consider when developing a Social Media strategy:

  1. Why are you on Social Media?
  2. What are you goals?
    • How will you achieve them?
  3. Who are you targeting?
    • How will you find them?
    • How will you approach them?
  4. What content will you need to develop and post?
    • Do you have the means to do so?
    • Who will be in charge of doing so?

Figure our you goals, then determine who you want to connect with to achieve them; how you want to connect with them and what you need to do so? Who in your company is responsible for what? Have a plan to ensure success.

6) Every Division Of Your Company Needs An Individual Account.

They don’t.

You don’t.

Big corporations often go this route. Many large corporate companies (Kohler, Apple, Coca-Cola etc) have multiple accounts. In fact a report by Altimeter indicates that the average corporation has 178 corporate controlled Social Media accounts. That is an overkill even for companies of monolithic proportions.

The fact is that for every additional Social Media account, you are incurring added costs, added drain on resources and another avenue that can jeopardize the consistency of your brand’s communications. For the small to mid-size business especially, this makes zero sense. In addition, adding multiple accounts divides your efforts, provides far more information to analyze and reduces your overall Social Media reach.

The best plan is to create and build up a single account on whichever platforms you have deemed pertinent. If you have multiple target markets, don’t create multiple accounts, rather diversify the content on a single account, to reach the different targets from one place.

7) Don’t Ask Followers To “Follow, Like or RT” You.

This is a bit of a fair presumption actually. It seems quite forward and rude almost to just come out and ask someone to “Like” you. Yet the truth is that it works. There won’t be any terrible fallout or heckling as a result. You are simply putting it forward to someone – already engaged with your content – to share it. It is a  polite call to action and it is in fact a recommended thing to do.

Don’t abuse it of course, if you are constantly badgering everyone to RT every post… well that may indeed get a little stale.

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.


Pinterest In A Nutshell


Pinterest In A Nutshell

Just like Facebook and Twitter before it, Pinterest is garnering a ton of attention from individuals and businesses alike.

So what is Pinterest? It is essentially a site that allows you to pin images of your likes, dislikes, interests etc. to an online “board”. The images can be linked directly to various websites as well.

Users can “re-pin” other users pins from one online board to another, thus sharing the content and website links quickly and efficiently.

This clever little comic we found online illustrates it quite nicely.

The Ongoing Yelp! Controversy


The social media site “Yelp” has undergone a great deal of controversy lately and has been looked upon rather negatively by many business owners.

“Yelp!” – for the uninformed – is a crowd-funded social platform setup to share customer reviews of various businesses. Perks of being well rated on Yelp! include a nifty little “People Love Us On Yelp!” sticker.


The concept is good. A central site that consumers can visit to find out more about the businesses around them. However there has been a tide of backlash from businesses and users that include numerous reports of abuse by Yelp!. These reports include:

  1. Extorting businesses for advertising dollars in order to keep positive reviews of their business at the front and negative reviews in the back (in fact these accusations have been the topic of at least two federal-class action lawsuits).
  2. Employing “shills” to flood their site with fake reviews of various businesses.
  3. Harassment by Yelp! sales associates trying to land ad sales.

Taken from the Cityseed blog: “…[A recent] Reddit thread was inundated with over 1,500 comments. These comments came from people who come at Yelp from different angles. There’s the shop owner who says that Yelp filtered out all their positive reviews, the Yelper who had their reviews deleted for no apparent reason, and the former consultant who worked for an online reputation management company that regularly worked with disgruntled small businesses.”


A recent thread on Reddit was littered with negative comments about Yelp!

Negative reviews of Yelp! appeared on multiple Reddit threads.

Negative reviews of Yelp! appeared on multiple Reddit threads.

Comment from a former consultant who worked for an online reputation management company that regularly worked with disgruntled small businesses.

Comment from a former consultant who worked for an online reputation management company that regularly worked with disgruntled small businesses.

Reddit is not the only social media site to host negative reviews of Yelp!

Reddit is not the only social media site to host negative reviews of Yelp!

The backlash has not been restricted to Social Media platforms however with multiple businesses boycotting and adding signage to show their disgust with Yelp! and it is gaining momentum. Some businesses are prominently displaying “People Hate Us On Yelp!” stickers – a direct jab at Yelp!’s promotional stickers.


A website has even cropped up to broadcast the many of Yelp!’s alleged wrongs: which reports many of the social site’s more questionable actions. Most recently Yelp! has been accused of:

  1. Allowing competitors to write negative reviews.
  2. Filtering legitimate reviews.
  3. “Hundreds” of businesses getting phone calls to advertise with Yelp! and upon refusing, seeing their positive reviews disappear.
  4. Not answering the phone to respond to user’s concerns.

Taken from “try to imagine a company that won’t answer the phone. [They wont] remove a review that says, “I went in because of the cute outfit in the window and the sales girls was so rude” when the business is run out of a house, with no storefront! Clearly a competitor, a mistake, but Yelp doesn’t have the bandwidth or the commitment to deal with such trivial things as a fake/defamatory review that hurts a businesses bottom line. In essence, Yelp will make it easier for competitors to destroy the competition because there is no way to determine who bought what. All a competitor need do is buy reviews and have them posted”

Craigslist Ad looking for active yelpers to write reviews.

Craigslist Ad looking for active yelpers to write reviews.

In a recent court case in San Diego, CA, A judged awarded the McMillan Law Group (MLG) in their case against Yelp! MLG stated that they had been coerced into entering into an advertising contract with the internet giant who promised results. The judge in the case ruled that:

  1. The contract was void due to fraud in the inducement, and duress,
  2. That Yelp had failed to provide any of the promised services, and
  3. That the contract itself was a contract of adhesion.

The judge also added that “this is like the mafia going door to door extorting protection money from small businesses.” (Taken from

bai thong thai

Small businesses are attempting to fight back against Yelp!’s alleged behavior.

The fact is that Yelp! is a cool concept, but has lost a great deal of legitimacy. Their brand is not trusted within the industry right now and it would appear there is more than enough evidence to support why.

Yelp! is no stranger to controversy in 2010 Yelp! made two changes to their system order to address similar mounting concerns.

Taken from a 2010 article by the Los Angeles Times: “The website will no longer let advertisers post their favorite review at the top of the page, and it will give users access to posts previously hidden. The moves address complaints from businesses.”

It would appear however that the issue is still very much alive as a recent article by (again) the Los Angeles Times cites identical issues happening once again to businesses all over North America.

Do you, or have you ever used Yelp? What have your experiences been?


Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Five Social Media Misconceptions


Social media policies can be crippling.

1) Social Media Requires Policing And A Policy.

Ok let’s cut through the red tape and the bureaucracy because Social media policies wind up wasting time and stalling out efforts. Attempting to police every single thing published within a single channel is nearly impossible and one stands to lose more trying to get approval to reply, then just replying promptly.

It’s impossible to prepare for every possible scenario on social media. What is more, with social media speed is of the essence. One must respond quickly at every opportunity. If one has to run every reply through a chain of command, or get approval via policy, then they risk losing out. Social media is lightening quick and dialogue on it must reflect that.

The best bet is to put simple guidelines for social media publication in place, rather than a full fledged policy. Make sure that those representing your brand on social media have good judgement and then entrust them to represent you properly.

A few examples of good guidelines are as follows:

  • Use your common sense.
  • Beware of privacy issues.
  • Play nice, and be honest.
  • Allow publications to fun, while still relevant & respectful.
  • Encourage conversation & discourse.
  • Consider asking your representatives to add their initials to posts.
  • Maintain a distinction between posts for your brand and personal posts by your reps.

 2) Social Media Is 100% Free.


Image Source:

This can be a common misconception. Yes there is almost never a cost to sign up to a social network however the natural evolution of your social media profiles will require time & resources, which as we know requires “moola moola”. True social media marketing success requires an investment of time. It requires consistent updates and posts, content creation, publication, searching and dialogue with other users.

Do not make the mistake of assuming social media is quick and easy. If you want any real success via these channels, then you need to maintain, update and use them properly. All of these things take time and time requires money.

It doesn’t end there either. Once you have a social media plan in place and the cogs are turning, the next step is marketing analytics. The only way to see if you are truly making any progress on social media is to measure the ROI. This as well, requires time, people and software.

There is no question that social media pays however it must be looked at as an investment and not simply a free ride.


Social media is the fishing line and your website is the boat.

3) Social Media Alone Is Enough.

FALSE! False, false, false! Social media is a wonderful tool but it DOES NOT REPLACE other marketing strategies. Social media is simply an additional channel. It complements other parts of your strategy but it cannot stand alone.

If marketing is “fishing for leads”. Then consider social media to be the fishing line. It works great to hook potential customers, but you still need somewhere to reel them in to. A “boat” as it were. You must have a landing page, somewhere for those followers to go to find the information they need. You cannot convert social media followers to potential sales leads without a landing page(s).

Simply put you cannot attract followers in social media without good content. That content must come from somewhere, a blog, a website etc. You cannot convert followers into sales leads without landing pages (blog, website etc.) that provide necessary information and “can’t-refuse” offers.

Long story short: Get a website or other form of landing page (no Facebook does not count).

4. Social Media Cannot Be Measured.Marketing-Analytics

Everything can be measured. In fact one of the founding principles within every successful industry segment is “measurement”. Whether dealing with marketing, production, distribution or other, without measurement there is no way to determine the success of an endeavor and no way to determine whether to continue or not.

Social media is the same. As with every other marketing tool, social media can be measured.

So how do you measure? There are many ways, the first and primary step should be to set a goal and gauge your progress.  Here are a few examples:

  1. Seek to engage existing consumers and gauge the number of successful conversations.
  2. Create an offer only available on social media, then measure how many people attempt to cash it in within your business.
  3. Seek to gain new leads & set a quantity to reach by a specific date.
  4. Seek to increase the reach overall of your content. Measure using software and analytics tools built into that specific social media platform.
  5. Seek to support Customer Service by reducing the need for support calls. Measure how many calls are coming in and then compare as your social media profiles begin to take flight. Monitor to see if the average number of calls per month decrease over time.

Whatever you determine to be your goal, there is a way to measure it and that measurement is crucial.


500 or 5000 followers. It doesn’t matter if none of them convert into leads.

5) Your Number of Followers Is The Most Important Metric.

A high number of followers can certainly be indication of doing something right. However followers don’t generate income. They are not sales, they do not pay your bills and they will not guarantee your business survival.

Also to be considered, is that every social media platform has a high number of “spam” profiles, essentially dummy profiles that follow you simply to be followed back. There is zero value in these profiles as they cannot be converted to leads.

Instead what you must consider, is what is most important to your business. Generating massive numbers of followers should not be a top priority. Rather you should focus on thoroughly engaging a smaller number of followers in order to transform them into leads and eventually into sales.


Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.

Two Takeaways From JC Penney’s “Hitler” Kettle

Early last week this article appeared on several prominent websites.


The “Hitler Kettle”. A rather unique kettle that through unusual circumstances shared a similar appearance to one of histories most loathsome individuals.

The rather unusual similarity was documents by The Telegraph, Mighty Optic Illusions and the New York Daily to name a few.

Just one glance at the image above is enough. The similarity between the infamous Austrian born dictator and this little kettle are indeed there.

Each of the articles we read on the matter indicated that JC Penney had indeed made an error and there would likely be fallout as a result. The amount of brand damage that was expected ranged in estimate.

However, we must remember the world we live in and the latest report is that this model of kettle sold out within days of the article first appearing online. As TIME documents well in their online article from May 29, the teakettle sold out in quick fashion.

Most recently one of these “Hitler Kettle’s” showed up on Ebay at a price of $199.00 (up from around $45 retail) others also appeared at prices ranging from $175 – $190 SOURCE

The mass online spread of the image above (and subsequently the novelty) is attributed of course to social media, including such sites as Reddit.

The conspiracy theorist in all of us is left wondering whether this was all just a bizarre series of events? Did JC Penney’s marketing team really not notice the similarities? Likely yes, unless you know to look for it, it is not necessarily apparent.

Or was this all a clever ruse & ploy that was executed in a rather bold fashion? We say… probably (and hopefully) not.

Two immediate takeaways from this rather unusual story are:

a. If there is a novelty, even perhaps an offensive one, it will likely have a market.

b. Online exposure clearly works wonders and social media again has proven its weight in the world of advertising and consumerism

What (and HOW) are People Sharing About YOUR Brand?

We have talked a lot about how the online world (and specifically social media) has opened up the ability for consumers to share their brand experiences – for good or for bad.

What are people sharing online about your brand? Think KIA can afford this kind of negative PR?

What are people sharing online about your brand? Think KIA can afford this kind of negative PR?

Here is a prime example of that. What drove (no pun intended) this KIA owner to go to this length to showcase their frustrations?

Does KIA know? If not why? If so, what are they doing about it?
If this was YOUR brand, what would YOU do about it?

There is tremendous value to being on social media, if not to market, then to monitor and to keep tabs on what is being discussed in regards to you brand or business.

5 Pieces Of Social Media Advice You Should Ignore

Hint: If they use the term "guru", they aren't.

Hint: If they use the term “guru”, they aren’t.

Social Media Advice You Should Ignore.

The following are five REAL pieces of social media advice from supposed “Social Media Guru’s”. We highly recommend familiarizing yourself with and then IGNORING these suggestions.

1) Your Target Market Isn’t On Social Media, So Don’t Bother.

This is one of the tallest tales and longest lies out there. YES YOUR PROSPECTS ARE USING SOCIAL MEDIA.

In a recent study by the Pew Research Center, an estimated 69% of the adult population was found to be using social media. That 69% includes your targets. If statistics don’t do it for you then we challenge you step onto ANY SOCIAL NETWORK and test drive their targeted advertising programs (trying out is free). You will quickly see just how large an audience exists for your business.

Setting aside the obvious sales benefits and lead prospects, there are a number of other reasons to get on board.

  1. Communicating with other members of your industry.
  2. Monitoring competitors actions and communications.
  3. Researching new developments within your business sector.
  4. Discovering advertising, Public relations, press release or other marketing opportunities.
  5. Connecting with influencers & industry leaders.

Social Media presents an unprecedented opportunity for businesses of all sizes. A responsible business owner owes it to themselves and to their employees, to research it properly before choosing to accept or reject it.

2) Utilize Trending Hashtags To Gain Exposure (Twitter).

Hashtags were at one time the means to organize tweets. They are still a common tool used to organize specific campaigns or events. Hashtags can be promoted to gain exposure, and they are designed in such a way as to enable tracking, sharing and monitoring content related to specific events.

Pro Tip Note: The key for organizing around hashtags is to understand which hashtags work. Generic hashtags (IE #marketing #advertising #tuna etc) are seldom monitored and therefore seldom reaches anyone new. Attempting to use these can result in  being labelled a rookie.

You can view top trending hashtags in the “Discover” section, these are tweets that are being promoted, being used to organize, or are otherwise hitting the “viral hotspot” on twitter. Attempting to become involved in these hashtags to gain exposure is a dicey proposition and often fails miserably.

Consider this example from last year. Kenneth Cole, a brand that should have known better, attempted to hijack the trending #Cairo hashtag. The hashtag was trending during the massive tumult that was occurring in the middle east. Perhaps you remember, when an Egyptian citizen enacted self-immolation and lit himself on fire in protest against the government. This sparked an upheaval throughout the entire middle east and quickly became a trend on Twitter.

Kenneth Cole coldly and ignorantly attempted to jump on board with this little tweet:


People were not pleased and it quickly became a PR nightmare. All because of a haphazard attempt to gain a little quick exposure off of a trend. Source

This doesn’t necessarily mean that taking part in a trending hashtag is bad, it just means do so with caution.

3) Outsource Your Social Media.


This CAN BE quite a ridiculous suggestion once you understand the purpose of social media. Social media is the means for you to communicate with your audience (aka customers). How can this be accurately done if someone else is doing the speaking for you?

  1. The “voice” of your social media efforts needs to be your own.
  2. The conversation’s content has to be based on you and your knowledge and experience.
  3. The answers, comments and reactions to interactions have to come from you.
  4. This pertains especially to small businesses or niche markets.

You are the one best suited to represent your business, whether in person, on the phone or online. If not you, then someone within your business that is qualified to accurately respond and with the customer care necessary. That doesn’t mean hiring out is entirely out of the question, but it must be done with great caution and with an understanding of what is at stake.

There are MANY “professional social media guru’s” that will fight to represent your business online. If you are going to hire someone outside of your organization, we recommend reading either (or both) of these articles:

4) Hire An Intern or Otherwise Temporary & Inexpensive Employee To Rep Your Social Media.

This really just echoes what was said above. At least a social media specialist might know what they are doing. Why anyone would trust their brands image and communications to someone so unqualified is beyond us. At best you get someone who cares about their job, but lacks experience. At worst you get someone who could care less about their job, about your brand and about your customers.

Image source:

Image source:

This actually only acts to magnify the root of the problem, which is the idea that social media is just a throw-away marketing strategy with little value.

Social media is in fact a highly intense and in-depth field on which to market ones brand. To trust this marketing to non-qualified individuals is on par with hiring a middle-school media class to produce your commercial. Don’t do it.

Rule of thumb, would you let this individual represent you in a television interview? No? Then don’t put them on the social media channels.

5) Don’t Get All Personal, This Is Business.

Yes it is business, however one cannot forget the “SOCIAL” in social media. That means talking, sharing, conversing and otherwise relating to your audience. Social media marketing is different in that respect from many other marketing avenues. Social media requires the brand to talk directly TO their audience as opposed talking AT them.

“People don’t fall in love with hex colors and logos — they fall in love with people,” – Erika Napoletano (@RedHeadWriting)

Social media give one the unique opportunity to share some of their “colour” or personality. One gets to share a little bit of what makes their brand unique, the people. When you take to the social media air waves, don’t shy away from being personal, embrace it. Engage and converse as a business owner and not a corporate automaton.

Okanagan Small Business Marketing

Transition Marketing Services is a small business marketing firm in the Okanagan. Our passion Small Business Marketing. Educating and equipping small business owners with the tools and strategies to succeed. We have made it our priority to know Specialized Marketing. We keep up to date on what is new, what is available and what makes the most sense for businesses of all sizes and backgrounds. We recognize that every Small Business is unique, and their Marketing needs to be as well. Visit us at our website and let us know how we’re doing or if you have any questions.