1. Social media will not increase word of mouth influence.
Research by Keller Fay for Google shows that 94% of word of mouth conversations occur offline, and most often, those conversations are sparked by information found on the internet and television…and not on Facebook, Twitter or other social networking sites. Based on those offline conversations, consumers most often rely on internet search for additional product / brand information, which is considered to be more credible (+25%) and more likely to lead to purchase (+ 17%), when compared to information found through social media sources. Marketers are best served by focusing on improvement of their SEO capabilities.
2. Social media will not drive customer experience.
Social media does not improve or replace the customer service channels that have the most significant impact on brand impressions. Multi-channel customer experience research by RightNow / Loudhouse showed that consumers are open to using social media to post opinions, but when it comes to interaction, 50% of consumers want to use online self-service tools, phone (18%), or email (19%). Marketers are best served ensuring traditional channels deliver a customer experience that validates the company’s brand promise.
3. Social media will not reduce the marketing burden.
Similar to all other communication channels, social media involves ongoing discipline and a commitment to continually learn and improve performance and results. Establishing a Facebook page, Twitter account or company blog represents an obligation to dedicate the financial resources, appropriate skills and senior level attention necessary to make social media a strategic marketing asset. Marketers are best served walking away from half-hearted or short-term commitments to social media.