Social Media Marketing Myths in Sri Lanka
1. Performance is measured in followers. Isn’t it?
Incorrect! In Sri Lanka, most of the Facebook pages are in a fan-scavenging spree. From small brands to big brands, from actors to politicians, all are competing each other for number of fans. Recently there was a war between Facebook pages of Maithreepala Sirisena and Mahinda Rajapaksha for the fan count.
Also there is an on-going battle between Dialog Axiata and Mobitel for the same reason. As you all know, Facebook page likes can be easily bought if you have money. But the real success factor is keeping them engaged with your Facebook page by giving killer content that they are looking for. Hope you don’t get me wrong – having a ton of fans can most definitely be a big success, but it doesn’t mean that your brand is doing great on Facebook.
It’s the same as having so many followers around you as a politician, but what’s the use if they don’t vote you at the election? Just like JVP in Sri Lanka. 😉
2. My brand should be there on every social network
Since couple of years back, everybody wants to go digital and have social profiles on all the networks. Now there are at least one brand from each category on digital. Fast food, Soft drinks, Personal care, Health care, Home appliance, Restaurants, Hotels, Banks, Insurance, Financial services, Automotive, Electronics, Telcos and all most all the categories are on board.
Going digital is something that you really need to think about. It’s not just creating social profiles for your brands and posting your usual TVCs and posters on there. It has become another major medium which needs to be integrated into your marketing communication plan.
But is it really necessary to have social profiles on all the platforms? No! Every social network would not suit to your brand. Unless you are capable to invest your time and resources in creating a meaningful presence on every platform, it’s wise to select a few channels to focus on. You need to understand which platforms your target audience is using mostly and then spend your time mastering them.
You can find some statistics of the most popular social networks in Sri Lanka.
3. Social media marketing is free. right?
This is a major misconception that all are having right now. But gradually, the local marketing professional are understanding the importance of digital media and the fact that it’s not free. Social media is free for regular people, but it’s a different story for brands. The main point to consider is the amount of time it takes to carry out your social media tasks and the resources it consumes.
Organic growth and the engagement of Facebook pages of brands are falling continuously and social networks are pushing to pour more money to get more results. You shouldn’t be worried about spending, if it gives you good results. Social media has become the best way to connect with your customers and tell the story of your brands and listen to them.
Other than taking social media as a free meal, you need to capitalize your time and resources to get the best out of it before your competitor does.
4. There are only young people on social media
You would be surprised to see how untrue this is. According to Facebook, 54% of its users in Sri Lanka are from the age category of 25+ years old and this age category is growing rapidly. As you see on your Facebook newsfeed, young people are more active and engaging on social media while the majority of the matured audience has become the observant in it. They follow the Facebook pages that they prefer and they spend quite a considerable time on it compared to TV, Radio or Newspaper.
In a few years’ time, the other 46% also will become the adults and you need to get your brands online to connect with them. So now is the best time for you to get on board and become a Rockstar brand in digital sphere.