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Digital Superstitions Debunked

October 11, 2018

Digital superstitions

Because the digital world as we know it today is so new, there is bound to be miseducation out there about it. Just as superstitions and stories about monsters and boogeymen thrive amongst communities that are scared of the unknown because they don’t understand it, professionals might see digital media (especially social media) in the same way. However, just because it’s unknown and scary doesn’t mean we can’t break it apart, understand it, and even work with it.

Halloween is just a few weeks away so in the spirit of spookiness, here are three digital superstitions that have been debunked.

“Social media takes too much time.”

FALSE. If you automate and prioritize your social efforts, social media should take up no time at all.

In a survey of our users in 2017, we heard that the average advisor wants to spend about 5-10 minutes a week managing their digital marketing activities. That makes sense when you see that over 70% of all content posted is re-posted from the library. In an effort to make that 10 minutes better spent on digital marketing behaviors that truly differentiate your practices, we built Dynamic Campaigns to provide critical automation around sharing timely and relevant content. Instead of spending time re-posting from the content library, you can spend 5 min writing one great, personalized, and relevant post for your clients and prospects. The rest of the content can go out on your behalf automatically by subscribing to the right mix of campaigns provided by your corporate marketing teams.

For custom content, we highly recommend you make them really personal – posts that you can’t get from a dynamic campaign once a week. Your one custom post a week should be something that can only come from you or your firm. This helps build your brand as a personable and human one. You become a professional that clients and prospects can relate to. It might take a few more minutes than simply subscribing to a campaign, but it’s well worth the time in the long run.

“There’s no way to measure success.”

FALSE. There are many ways you can measure your success on social media.

For starters, the social networks each have their own data and analytics tools. On Facebook, you have Audience Insights. On Twitter, there’s Twitter Analytics and on LinkedIn there’s LinkedIn Analytics.

Facebook Analytics provides you with an overview of various demographics of who has liked your Facebook Page. In addition, every time you run an advertisement, you have access to a wide variety of performance metrics.

Twitter Analytics provides you with a real-time look at the people that are most relevant to you, such as followers or people who have engaged with your Tweets. It gives you the ability to learn about your audience’s demographics, interests, lifestyle and purchase behaviors. Leverage these insights to create the most relevant messages and help you identify new audiences to reach out to.

To access the audience insights dashboard from the Analytics dropdown on ads.Twitter.com, select Audience Insights. You can also access the analytics insights dashboard via analytics.twitter.com by selecting Followers.

With a basic LinkedIn account you are provided with limited insights into who has viewed your profile, how many profile views you’ve had, and the number of views your post has gotten. You’re also provided robust Insights related to long-form posts.

“Scheduled posts aren’t as effective.”

FALSE. They can be every bit as effective as their more inefficient, manual counterparts. 

There is a commonly held belief that social media accounts purposefully limit the reach of content posted through third-party apps, probably in an effort to keep spam content low.

Besides an official statement from Facebook’s Matt Trainer back in 2011, this myth is still a pervasive one. However, several experiments have been run the past few years from online sources, such as Agorapulse in 2017. They found that there was little difference between the way 3rd Party App content and native app content performed.

What might be fueling this myth is actually user error. Folks who schedule content through 3rd Party Apps might be posting lower quality content in general or posting the exact same post across all social networks, which can affect engagement rates and reach. Just be sure that you’re still mindful of the content you post and where you post it, and your content should do great regardless!

10 More Digital Superstitions

Learn about ten more digital superstitions in our upcoming customer education webinar, Digital Superstitions: Let’s Debunk 13 Social, Digital, and Personal Brand Myths. In this live and Halloween-themed best practices webinar, advisors will hear directly from Hearsay’s Customer Education Executive Chris Beck about the truths behind some of the scary and spooky myths regarding your social, digital and personal brand efforts. Join us Tuesday October 16, 2018: 8am PST/ 11am EST / 4pm GMT or watch the recorded version.

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Linh Le

Customer Education Manager

Linh Le creates training resources and educational content to help Hearsay’s customers succeed. You can follow her on Twitter at @HSSLinh where she tweets about the financial services industry and the state of social media.

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