Social Media Marketing: Don’t Get Fooled by the Numbers!

The 2 most common issues I see with social media marketing are (1) people trying to be everywhere on the web because they try to follow what others are doing and (2) they suffer from the new “shiny object syndrome” (the uncontrollable need to try every new tool or platform you see).

I usually suggest to stick to a couple of platforms which will have the highest payoff and not to try to be everywhere or you’ll end up getting distracted and overwhelmed.

The statistics or buzz about different platforms can be very misleading. Although Facebook is one of the biggest social networks with 845 million users, it is not necessarily the platform that will bring you the most leads.

According to Hubspot, LinkedIn’s conversion rate outranked social media as a channel overall. In other words, of all the traffic that came to these business’ websites via social media, .98% of that traffic converted into leads, compared to LinkedIn’s 2.74%.

Don’t let the numbers fool you! You first need to know who your customers are and where they hangout on the web. Before jumping in, do your research! Take a look at the demographic of each social media sites (age, education, income, etc.) so that you can make an informed decision. There’s no need to be everywhere to see results…only make sure that you’re at the right place!

According to Nielsen, close to 80 percent of active Internet users visit social networks and blogs. That’s a lot of customers and prospects for business owners to connect and engage with.

You will get a much better return on your investment if you stick to only a few social media platforms and excel at it, rather than being scattered on every new social network you hear about and be mediocre in all of them.

Have you ever suffered from the new shiny object syndrome?

Genevieve Lachance is a web marketing consultant who has a passion for social media and technology based in Montreal, Canada. Read More About Me »