What’s the Reality of Social Media for Business [Podcast & Highlights]

Social media has a reputation for being ABC, when in reality it’s XYZ. What are the solutions to these inaccurate assumptions? James Dawson and Kenneth Burke tackle common social media misconceptions in this episode of Chattanooga Business RadioX, and discuss the reality of social media’s ever-growing power for business. Click below to listen to the podcast, or keep scrolling for the highlights.

What exactly is classified as social media? People typically think of social media as this small group of heavily-used sites like Facebook, Twitter, Instagram, and LinkedIn, for example. Those are certainly part of it, but social media isn’t just a bunch of websites. It’s the current state of the internet.

Social media isn’t just a bunch of websites. It’s the current state of the internet.

Creators of all the major social media platforms have done really well making their platforms super easy to use. But people mistake a platform’s ease of use for their skill set. Just because you post a picture and get twenty likes, doesn’t mean you’re using social media well. It’s like eating. Everyone eats, but not everyone eats well. Engagement only matters so much as you get conversions.

Social media is like eating. Everyone eats, but not everyone eats well. Likes, comments, and followers only matter if they convert.

People think that the best places for their brands to be is where there’s the most people. That’s simply not true. The best place to be is where your niche targets spend their time and dollars. There’s no one best place, because the place your business needs to be depends on what you do and who your target is.

There’s no one best website or platform. It depends on where your targets spend their time and money.

Non-Millennials — and even a good chunk of Millennials — think social media is destroying our ability to foster non-digital relationships. But the research — and logic — shows the opposite. People’s confidence to initiate face-to-face conversations, in certain age groups, decreases. But it actually gives people more social interaction more commonly, which helps to build relationships and navigate complex social constructs.

Social media isn’t destroying sociability. It empowers sociability.

There’s probably going to be some new startup to disrupt everything, but for the time being the trends are split between video and long-form content (~2,500 word articles). The overlapping characteristic is more engagement for longer. We’re moving away from from getting a ton of micro-engagements to getting fewer engagements for longer.

Over the next year, more brands will focus on keeping fewer people engaged for longer, compared to engaging everyone just a little.