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Reality Check
Crushing the 11 Big Myths
About Social Media and
Content Marketing
Jay Baer
Digital marketing keynote
speaker
President of social/content
consultancy Convince &
Convert
NYT Best-selling aut...
Social and Content Myths
Good News: we care about these topics a lot
and we publish a lot of information about
social and ...
My Customers Are Not Social
Myth 1
My Customers Are Not Social
#11Myths| jaybaer | @joepulizzi
Social media is air, not a
lake
* Pew Internet, May 2013
Social Is Not Measurable
Myth 2
Social Is not measurable
The problem isn’t
measurability, the problem
is what measurement
matters
If you want to track, do...
Social Is for creating
new customers
Myth 3
Social is for creating
new customers
84% of Facebook fans are
current or former customers
We “like” what we like
* DDB, 20...
Ignore Negative Feedback
Myth 4
Ignore negative feedback
Silence is deafening
Social media is a
spectator sport
Social will kill email
Myth 5
Social will kill email
#11Myths| @jaybaer | @joepulizzi
Email is required for social
77% of people prefer email
for promot...
Company channels are
most important in social
Myth 6
Company channels are most
important in social
~37,000 official company connections (FB + Twitter)
•  1,352 employees
•  54...
Content = thought leadership
Myth 7
Content = thought leadership
It’s okay (often desirable)
to mix high effort
(custom), medium effort
(Q&A) and low effort
(...
Content = thought leadership
It’s okay (often desirable)
to mix high effort
(custom), medium effort
(Q&A) and low effort
(...
Content and social are
separate initiatives
Myth 8
Content and social are
separate initiatives
You’re competing
against EVERYTHING
Social should be a
discovery mechanism,
no...
Content should be about
your products/services
Myth 9
Content should be about
your products/services
Transcend the
transactional, and use
content to market
SIDEWAYS
Too much content will
give away your secrets
Myth 10
Too much content will give
away your secrets
When everyone has
access to information,
you cannot hide
A list of ingredient...
The rules are different
in b2b
Myth 11
The rules are different
in b2b
* CMI/MarketingProfs, 2012
The rules are different
in b2b
* CMI/MarketingProfs, 2012
The rules are different
in b2b
B2B and B2C content marketing differs ONLY in:
•  Tactics (some)
•  Sales Funnel
•  Measure...
Jay Baer
Digital marketing keynote
speaker
President of social/content
consultancy Convince &
Convert
NYT Best-selling aut...
Thanks to:
(monsters)
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You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.

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Crushing 11 Big Myths About Social Media and Content Marketing

  1. Reality Check Crushing the 11 Big Myths About Social Media and Content Marketing
  2. Jay Baer Digital marketing keynote speaker President of social/content consultancy Convince & Convert NYT Best-selling author
  3. Social and Content Myths Good News: we care about these topics a lot and we publish a lot of information about social and content Bad News: some of what we believe is wrong...it’s a myth Let’s crush those myths, shall we?
  4. My Customers Are Not Social Myth 1
  5. My Customers Are Not Social #11Myths| jaybaer | @joepulizzi Social media is air, not a lake * Pew Internet, May 2013
  6. Social Is Not Measurable Myth 2
  7. Social Is not measurable The problem isn’t measurability, the problem is what measurement matters If you want to track, do something trackable
  8. Social Is for creating new customers Myth 3
  9. Social is for creating new customers 84% of Facebook fans are current or former customers We “like” what we like * DDB, 2011
  10. Ignore Negative Feedback Myth 4
  11. Ignore negative feedback Silence is deafening Social media is a spectator sport
  12. Social will kill email Myth 5
  13. Social will kill email #11Myths| @jaybaer | @joepulizzi Email is required for social 77% of people prefer email for promotional messages Strategically, very similar *ExactTarget, 2012
  14. Company channels are most important in social Myth 6
  15. Company channels are most important in social ~37,000 official company connections (FB + Twitter) •  1,352 employees •  54% on FB (229 avg. friends) •  10% on Twitter (208 avg. followers) = 194,579 employee connections * Edison Research, 2012 | Pew Internet Research, 2012 | Beevolve, 2012
  16. Content = thought leadership Myth 7
  17. Content = thought leadership It’s okay (often desirable) to mix high effort (custom), medium effort (Q&A) and low effort (UGC) content Stop trying to be amazing, and start being useful
  18. Content = thought leadership It’s okay (often desirable) to mix high effort (custom), medium effort (Q&A) and low effort (UGC) content Stop trying to be amazing, and start being useful
  19. Content and social are separate initiatives Myth 8
  20. Content and social are separate initiatives You’re competing against EVERYTHING Social should be a discovery mechanism, not a press release
  21. Content should be about your products/services Myth 9
  22. Content should be about your products/services Transcend the transactional, and use content to market SIDEWAYS
  23. Too much content will give away your secrets Myth 10
  24. Too much content will give away your secrets When everyone has access to information, you cannot hide A list of ingredients doesn’t make someone a chef
  25. The rules are different in b2b Myth 11
  26. The rules are different in b2b * CMI/MarketingProfs, 2012
  27. The rules are different in b2b * CMI/MarketingProfs, 2012
  28. The rules are different in b2b B2B and B2C content marketing differs ONLY in: •  Tactics (some) •  Sales Funnel •  Measurement (some)
  29. Jay Baer Digital marketing keynote speaker President of social/content consultancy Convince & Convert NYT Best-selling author ConvinceAndConvert.com
  30. Thanks to: (monsters)
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You think you know the best practices in social media and content marketing, but the truth may be different. Jay Baer crushes 11 big myths from the world's of social media and content marketing.

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