As of 2020, over 3.6 billion people were using social media worldwide, with a projected increase to 4.41 billion users by 2025. Which is why the highly-targeted paid advertising and excellent business-to-consumer engagement opportunities of social platforms such as Facebook and Instagram are instrumental in building brand awareness, developing customer loyalty and driving sales in today’s world.

While creating social media accounts for your business may seem simple, it’s important to set the right expectations for your team to make sure they are as successful as possible. We’ve listed out a few common misconceptions we hear frequently from local businesses; and have provided the reality of what you need to do before getting started.

4 Common Social Media Myths Debunked

EXPECTATION: More Followers Equals More Business

REALITY: Follower count may seem like the easiest and most obvious way to track your social media growth and success but this isn’t completely accurate. While a larger following can bring credibility to your brand, it is more often thought of as a vanity metric meaning it may look great on paper, but it isn’t as valuable as you would think when looking at return on investment (ROI) or customer lifetime value (CLTV). Instead of using your following as a main metric, link your social media efforts to tangible business objectives, such as sales, leads, and conversions.

EXPECTATION: It’s Okay to Publish the Same Message on Each Platform

REALITY: Yes and no. Yes, you can talk about the same topic across all of your platforms, however, the optimization of your messaging and creative should be specific to the platform. Each one has a unique audience and therefore requires customized messaging and imagery. For example, a quick, informal Tweet likely isn’t appropriate for a platform like LinkedIn, while a wordy Facebook post will perform poorly on a platform that thrives on visual engagement, such as Instagram.

EXPECTATION: Publishing a Set Number of Posts Each Day is Key to Driving Results

REALITY: Rather than churning out as much content as possible, focus on using data to drive your post timing and frequency. There are numerous statistics surrounding optimal posting times and frequencies for various platforms, like this resource from HubSpot, which will give your business an excellent jumping-off point. Keep in mind that what works for other companies or industries might not work best for yours, so be sure to keep your unique audience in mind and make adjustments to content or frequency as needed.

EXPECTATION: Good Social Media Content is Enough for Your Business

REALITY: Like anything else, good social media content is only valuable to your business when used as part of a holistic marketing approach. Your content could be stellar, but that means nothing without good distribution and promotion. To approach social media holistically, make sure to set clear and measurable objectives that keep in mind your buyer’s journey. Your content should answer questions potential customers may have, address their concerns, and lead them to the next steps in building a relationship with your business – whether that be filling out a lead capture form on your website or making a purchase via your eCommerce store.


Like many concepts in marketing, there’s more to social media than meets the eye. For help formulating a holistic social media marketing plan for your business, contact a Vivial Digital Media Representative today to get started!