Every time a new marketing “technique” appears, it seems to be the next revolution.
Everything is suddenly going to be easier, faster, and cheaper, right? Social media is unfortunately no exception to the rule, and there will always be people (often those who claim to be experts or “gurus”) to sell you the newest bells and whistles.
It seems important to describe some lies that you might confront.
1. The social Web is free.
Starting around 2006, viral marketing was announced as the be-all and end-all to getting a low-cost audience. Today we realize that’s far from reality. When there are more than 100 hours of videos uploaded on YouTube every minute, you’d better ante up.
It’s the same with the social Web. Because there’s no charge to post items online, the shortcut to “free” is easily sold. As you know by now, success on the social Web comes at a cost in terms of the time and expense to produce content that gets noticed.
With the flood of attention on Facebook, it is not easy cutting through the Edge Rank formula to get noticed without being ready to open your wallet.
2. We’re going to create a brand community.