Three Social Media Marketing Myths Debunked

Social Media is similar to Pandora’s Box.  It holds powerful tools which can help boost your business to new customers, retain loyal ones, and help to engage online within the digital world, or if can be a ton of wasted resources if not used properly.  Along with anything new comes a lot of misconceptions.  Although you maybe questioning the most efficient ways to maximize social media with your audience, don’t give up! Here are three major myths I come across which I’d like to take a stab at debunking.

Myth #1: I Don’t Have Enough Content to Fill my Social Media Feeds 

Social media outlets are fast paced and constantly changing.  Content gets posted online, flooded, pushed down, and becomes irrelevant quickly and before you know it.  Although this may seem like a wasted effort it reminds us that it’s important to repost the same content in different ways to best represent your brand.  Getting creative and thinking of interesting and exciting ways to share your content while avoiding making it seem too repetitive is important.  People often miss things, forget them, and if it’s evergreen content, then it’s always useful.  Putting a new spin and angle on how you repost it will help it live long and prosper. One of my favorite tools is pablo by buffer or canva, both can help quickly create visual content to accompany your content, and did I mention they’re both FREE.  Remember, the human brain processes images 60,000 times faster than text (click to tweet this) so visual content within social media is a MUST if you want to stand out and drive engagement!

Myth #2: My Social Media Channels Can’t Show Personality

Although your content should be targeted around your industry and demographic to best optimize, don’t be afraid to show personality.  Behind your brand you’ve got REAL people following you and engaging online.  Even if it doesn’t directly relate to your brand, product, or service spreading some humor can help to humanize your brand’s message.  We’ve found quotes, funny gifs, and office photos and interesting news articles helpful at CFA Institute.  Have a little fun, let your hair down, and get creative with your social media posts!

Myth #3: My Demographic Is Older, So Social Media Isn’t Relevant or Worth It

Contrary to what you believe, the older crowd is quite active on social media.  According to comScore Mobile Matrix the average tablet minutes spent on social networks per visitor is up 115% from 2015 in the 55+ age bracket.   According to FastCompany the fastest growing demographic on twitter is the 55-64 year age bracket (click to tweet this).  This demographic has grown 79% since 2012. For Facebook this group has jumped 46%, for Google+ 56%.


Not broadening your brand to reach an older age group, or ignoring their presence on social media outlets will severely limit your company’s potential for growth.

What do you think of these three myths debunked? Would love to hear your thoughts, leave a comment below or send me a tweet, thanks!

Ten Eye Opening (and Tweetable) #Instagram Stats

Data from the Pew Research Center shows that among social media networks, Instagram has surpassed Twitter in popularity among United States Adults.  The research states that 26% of online adults in the U.S. used Instagram in 2014, up 17% from the previous year, and 13% from 2012.  As a comparison 23% of online adults in the U.S. used Twitter in 2014.  The data finds that Facebook remains by far the social media site, however over the past year Instagram has made a splash, and engagement on Instagram is 15 times that of Facebook’s!

PI_2015-01-09_social-media_01One of the most interesting aspects of Instagram is that it’s not a site, but lives only on the mobile app.  Numerous brands have begun to use Instagram as businesses are seeing results from showcasing more visual images.  With over 300 million monthly active users, Instagram executives think the network will eventually hit 1 BILLION monthly active users!

If you’re still not bought into Instagram, here are Ten Eye Opening Stats:

  1. Instagram is the eighth most popular mobile app in the U.S. (comScore)- Tweet This
  2. Instagram is projected to reach 45.8 million U.S. users in 2015 and 50.6 million in 2016 (Statista)- Tweet This
  3. More than 30 billion photos have been shared on Instagram since it was launched in 2010 (Instagram). – Tweet This
  4. An average of 70 million photos are shared through the app each day (Instagram).- Tweet This
  5. 53 percent of Internet-using adults age 18 to 29 are on Instagram (Pew Research Center). That’s up from 37 percent in 2013.- Tweet This
  6. 76 percent of American teenagers use Instagram, making it their favorite social media network (CBS News).- Tweet This
  7. 49 percent of all Instagram users use the app each day (Pew Research Center).- Tweet This
  8. 94 percent of Instagram users are on Facebook (Pew Research Center). Facebook owns Instagram.- Tweet This
  9. 58 percent of Twitter users also use Instagram (Pew Research Center). – Tweet This
  10. 52 percent of Instagram users also use Twitter (Pew Research Center).- Tweet This

In less than five years Instagram has gone from it’s infancy to a social media rock star, and i’m excited to see what the future will hold!

Is your brand on Instagram, would love to know your experience, and how you are succeeding, or the challenges you face, leave a comment below, or tweet me @MarissaPick.

Dos and Don’ts of Marketing Automation (Marketo Blog)

I recently was asked to be a contributor to a post by Marketo discussing the Dos and Don’t of Marketing Automation in their Marketing Automation 101 blog.  The full article is posted below and can be found by clicking on the Marketo image, please let me know what you think of my feedback within the comments section, or by sending me a tweet @marissapick. Enjoy!


Dos and Don’ts of Marketing Automation

Marketing automation is a powerful tool with the ability to greatly increase your conversions.  However, in order for marketing automation to be effective, there are certain do’s and don’ts that you should understand, including how it fits into the larger context of your business. Based on information collected from experts in the marketing field, let’s look at the specific do’s and don’ts for marketing automation

“Marketing automation plays a key role in the customer/client acquisition process as it automates lead scoring, routing of qualified leads, nurturing those that are not ready to buy, and greater transparency into prospect/customer behavior on its own. It is important that a CMO and his/her team understand that marketing automation, as with any technology solution, is an enabler to their business strategy vs. a strategy on its own.

-Andrea C. Levine, Chief Outsiders,(@andreaclevine1)


​Unfortunately, marketing automation does not automatically recognize your best target audiences.  As a result, it is important that you are knowledgeable in regards to your personas.  If you are not 100 percent certain who you are targeting, there is a good chance that your efforts will not reverberate with anyone.  Obtaining well defined personas gives you the chance to create more concentrated campaigns through careful segmentation and targeting.  When segmenting and targeting are done correctly, it will lead to increased engagement, as well as more conversions over time

“Do personalize your B2B (business to business) marketing. The last time I looked, buildings and factories don’t process PO’s and write checks. People do. Use marketing automation to build segments to provide the right content, and the right time, to the right people. An IT director for a $50 million financial services company will have different needs and interests than an IT network administrator at a $200 million medical device manufacturer. Share stories with people that matter to them. Don’t talk AT them. Use marketing automation to personalize content based on buying stages, roles, companies, industries, and regions.

-Brian Hansford, Heinz Marketing, (@RemarkMarketing)


​While it can be easy to simply set everything up and move on to something else, this is not effective. You will gain the most from marketing automation by frequently revisiting, reevaluating, and adjusting your settings based on their performance. This also applies to social media. It can be very easy to schedule tweets ahead of time that are completely irrelevant when they are finally published. Keep track of what is coming up and readjust messages if needed.

“Do take the time to create your content strategy, and assess your people and the process changes that will be needed prior to investing in marketing automation. Marketing automation is a must-have technology for digital marketing programs, providing the visibility and automation necessary to execute on strategy, and the lack of it can result in failure. Given the functionality that marketing automation makes available, it’s also critically important to determine goals and how you’ll measure them to set up the appropriate lead-scoring scenarios and progression planning that gets contacts to a qualified state that your sales team will appreciate.”

-Ardath Albee, Marketing Interactions, (@ardath421)


​In the past, there has been some tension between these two teams, but marketing automation should reduce that.  Using marketing automation, your marketing team should be able to provide higher quality leads to the sales team.  In addition, it provides integration and analytic features to help the teams work together to identify certain business opportunities to follow.

“It’s critical to come to an agreement with sales on lead definitions and process steps.  Working with sales can provide feedback and data on lead quality and opportunities for future campaigns, which marketing automation can support.”

-Brian Hansford, (@RemarkMarketing)

Don’t Think Marketing Automation Will Create Your Content For You

​While it does not create content for you, it will point you in the right direction as to how to push your content.  Essentially, it acts as a delivery system between your audience and what you already have in place.  Use data analysis to make automation benefit your business.

“Do leverage data and analysis to make automation work for your brand. Review, revisit, measure and adjust to understand the full range of data triggers from your campaigns and get the most out of your automation. Take advantage of the rich behavioral data provided by marketing automation to create more focused, personalized, and successful campaigns.”

Marissa Pick, (@MarissaPick)


​Marketing automation has numerous email capabilities that can potentially be used to spam prospective and existing clients with unnecessary and unwanted emails.  Do not give in to this temptation.  It will only backfire!  Instead use it to your advantage, as well as that of your current and potential clients.  Examples include using marketing automation to create a monthly newsletter or any number of follow-up actions based upon how a lead reacts to an original email.

“Don’t commit email spam by merely automating the recipient’s first name, you must step up your game and deliver more personalized and engaging content. You must ensure emails sent through automation are customized for the individual reader, and leverage the sophistication of your platform. Your clients must feel as though they’re receiving communication from humans, not robots.”

-Marissa Pick, (@MarissaPick)


​In order for marketing automation to truly work, you have to come up with something to automate.  Simply utilizing the extra time you have to think about other initiatives, such as how to effectively reach clients in a more personalized way.  When content is personalized and tailored to meet a client’s specific needs, they are more likely to convert.  By spending your extra time getting to truly understand your audience, you have the potential for even bigger payoffs.

“Over the past few years, marketing automation has rapidly evolved and has enabled marketers much needed ease in performing daily tasks at work. One of the most important things to remember before embarking with marketing automation is that it’s a technology not a strategy. It’s simply a tool available to help leverage the desired results from a more cohesive and planned strategy. Marketing automation should allow your brand and people to take advantage of the efficiencies gained by focusing times and efforts on other parts of the business, by automating otherwise time-consuming tasks.”

-Marissa Pick, (@MarissaPick)

“Do not ‘set it and forget it.’ The beauty of marketing automation is that it can relieve marketers from manual tasks. This ‘freed up time’ should be redirected into monitoring and refining, to continuously improvement the programs run by your marketing automation platform. Even if you’ve done the research and groundwork to create your content strategy, it’s still a ‘best guess’ until it’s in execution. With continuous improvements, marketing campaign performance can reach heights you might not have thought possible. Don’t settle for good enough when you’ve got the potential for greatness.”

-Ardath Albee

Marketing automation has proven to be very valuable for both marketers and clients.  Businesses will appreciate the increased lead conversion rate, while clients and customers appreciate their improved online experience.  By taking the following tips into account, you can ensure that marketing automation works most effectively for you.

Social Media is About Reach and Engagement, see past the Dollar-Value Returns — Here’s What Marketers Should Measure Instead

A fantastic article published by John Heggestuen in Business Insider reinforces the idea that Social Media Marketing isn’t always about the dollar value returns, but should be focused toward new metrics that evaluate social media strategies in terms of audience-building, brand awareness, and customer relations. It’s important to have clearly defined business objectives and realistic expectations before launching a social media strategy, and the points below really emphasize the larger picture of what marketers should be measuring.

The recent Business Insider report, In-Depth Research On What Matters In Digital reviews how social media strategies are involving:

  • The decline of ROI metrics: Between 2010 and 2013, the percentage of marketers using a revenue-per-customer metric on social media dropped from 17% to 9%, according to the February 2013 CMO survey. The percentage tracking conversion rates also dropped, from 25% to 21%.
  • Even as the vogue for ROI indicators fades, social media budgets are ballooning. On average, top marketers expect to devote 9% of their budgets to social media spend in 2014, and 16% by 2018, according to the same survey.
  • Exceptions: Of course there are exceptions to the move away from ROI. Some social commerce applications and direct response campaigns will achieve measurable results on Facebook, or other social networks. And the end of the ROI-fever definitely doesn’t mean that all metrics can be thrown out the window.
  • The metrics to watch are audience reach, engagement, and sentiment. On Facebook, it’s always important to remember that due to algorithmic filtering, brand or business posts will only be seen by an average 16% of their fans.
  • Facebook shares are particularly valuable, because normal users’ posts are seen in a relatively high percentage of friends’ news feeds (compared to posts by brand pages); between 29 and 35% according to one study.
  • Improving the most common metrics: Insights, Facebook’s built-in analytics tool, offers great basic data for measuring reach and engagement. We show you how to transform those numbers into richer and more valuable metrics.
  • Post reach is the most fundamental indicator of reach on Facebook, but it’s important to track it relative to number of page fans and enrich it with complementary indicators. We show you how, and include screenshots.

The report also emphasizes the importance of reach and engagement as well as other benefits of social media below.  It’s a great report to reinforce that in order to embrace social media you must see past the immediate revenue and dollar value returns, and see the larger picture!


Please leave a comment below, or tweet me @Marissapick with feedback, enjoy!

My guest appearance on FIR #B2B Show #6 with @pgillin & @allanschoenberg

This week I had the honor of joining Paul Gillin and Allan Schoenberg for their FIR B2B Show #6 titled Marketers Struggle With Reinvention.

Paul and Allan discussed the latest in B2B and Social Media News covering:

1) Recent research from Demand Metric reinforcing the importance of lead generation as just 9% of B2B marketers say they are highly effective at generating leads..

2) A study from IBM which discusses that although CMOs believe that advanced analytics play a significant role in helping them reach their goals, most feel their organizations are not in a position to leverage data to its full extent to gain a deeper understanding of the customer.

3) A new research study of 350 business buyers by the CMO Council and Netline finds that third-party sources heavily influence B2B buying decisions. That’s not surprising, but what’s depressing is that only 9% said vendors are trusted sources of content. “Marketing executives unanimously agreed that a solid content strategy is imperative for building awareness it requires them to position themselves as trusted experts in their field,” the report concludes.

During this podcast we discussed the numerous channels we use at my company Euromoney Institutional Investor to leverage social media across our publishing and events businesses, as well as the power we’ve found through paid advertising on Facebook, and the importance of word of mouth marketing. Click the link below to listen to FIR B2B Show #6 “Marketers Struggle With Reinvention.”


Leave me a comment below or tweet me @MarissaPick to share your feedback with this FIR Podcast.