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.

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)