There’s a lot of advice regarding the right way to use social media to help your accounting firm, and not all of it is good. Get wise to some of the myths floating around.
Social media can do many things for your firm. If you’re not already using it, you’re probably thinking about starting. We encourage you to study the available platforms, pick one or more and join the online conversation. At the same time, you want to do it in a way that brings the most return on your investment of time and effort.
While tweeting, blogging, Linking and all the other ways to reach an audience through social media can pay off greatly, it’s silly to fall for some of the conventional wisdom that leads you down less effective communication paths. Socialmediatoday.com offers a look at common myths of social marketing and explains why they’re not wise choices. Let’s talk about two of these misconceptions and find better ways to handle the opportunities offered by social media.
Myth #1: More is better. If content marketing works well, then filling your audience’s feed with a constant barrage of content works even better, right? Of course it doesn’t. How do you respond to someone who never shuts up? Not positively, I’m guessing. Posting regularly on your chosen medium is a good thing, but quality trumps quantity.
Take the time to write excellent original articles, thoughtful comments and conversation-provoking questions when you make a post. Select occasional posts from others that really make you think for your reposts and retweets. Share what’s important to you and important to your listeners. A balanced mix of serious original content, high-quality relayed information and appropriate news and entertainment posts will keep your audience listening happily.
You want your connections to take notice when you post because you always share something worthwhile, rather than to become progressively deaf to your constant prattle. Post early and post often, but not at the cost of quality.
Myth #2: Big numbers mean big success. Many people think that social media is a numbers game where a lot of followers, mentions, retweets, Likes and other measures of interaction mean you’re doing it right. While winning the numerical popularity contest is one useful measure of your audience, it’s not the only one. It may not even be the most relevant.
Some of these numbers are more important than others, of course. A high ratio of retweets/shares to followers means your content is well received and deemed worthy of passing on. That’s far more significant than the sheer number of Likes or followers your page collects. Again, quality is the key. If you are building real relationships with colleagues and others interested in what you have to say then you may not need hordes of followers.
What matters is that you are talking (and listening) to professionals who share the conversation with each other and their various connections. A highly attentive and motivated crew of followers who respects what you have to say is more meaningful in establishing your thought leadership and professional status than a horde of casual connections that clicked a button once and forgot about it.
These myths amount to the things you already know in other areas like traditional marketing channels and even personal relationships. That the same principles extend to social media shouldn’t come as a surprise. What’s surprising is that so many people forget the basic tenet of quality over quantity when it comes to the new mouthpiece we call content marketing. Don’t be intimidated enough by the novelty of it all to forget what you know holds true: quality trumps quantity any day.