This week, we've already shattered some of the biggest myths around social media. No, social media is not free, nor is it just for kids, or for that matter, a passing fad. Rather, social media is an essential part of modern communication that demands resources (though thankfully not huge budget outlays), and that reaches a wide audience spanning all age groups, and that furthermore has been around for much of the life of the Web, at least a dozen years, with all signs pointing toward more growth, not less. Which brings us to today's myth to debunk: namely, that social media is merely for recreation. Just because you can waste time on Facebook or YouTube doesn't mean that their value to businesses and organizations is overrated or ephemeral. The reality is: social media is an urgently important communications tool and sales driver.     

 
Myth #4: Social Media Is Only For Socializing 

Few would deny that the "hook" for getting into social media lay in its social roots. Be it getting back in touch with an old high school friend, keeping tabs on a boyfriend while traveling, or looking at pictures of your new granddaughter, the primary draw of social media stems from its abil­ity to connect people to one another in novel and meaningful ways. But like most new technologies, social media has evolved from its original purpose.

Once merely an engine for strengthening person­al connections, today social media is a vehicle for communicating in almost any environment, including business, government, and education. Social media, perceived in its early days as an echo chamber for the news, is now breaking the news.

Recall that the first images to come in the immediate aftermath of the 2010 Haiti earth­quake were sent via Twitter. The year before, Iranians used Twitter to voice their outrage to the world over the reelection of President Mahmoud Ahmadinejad after the government began censoring traditional media. Opposition activists spread word of an upcoming protest in the streets of Tehran and posted pictures of clashes between demonstrators and police over what was perceived to be a rigged election.

Communications campaigns waged through so­cial media have crippled stock prices, caused massive sales dips, altered business practices, and even aided in electing Presidents. On a smaller scale, social media has helped inform (and misinform) consumers about products, raised public awareness of critical issues and legislation, influenced policy shifts, and provided valuable feedback channels for organizations.

In late 2009, information management firm Convergys conducted market research that indicated one negative comment posted by a customer to a social media site can influence 30 customers to defect. The study also found that one in three consumers affected by bad customer service now share their problems on the Web. On average, each post reaches 45 us­ers --- an important number considering that 62% of respondents said "they would stop buying products about which they read bad things."

"Businesses used to have a small suggestion box near the door that mostly housed dust bunnies and an occasional piece of gum. Rarely would someone get back to you. But people can now make a post from an iPhone or a BlackBerry while they're sitting in your restaurant." 

—Charles Nelson, president of Sprinkles Cupcakes

The implications for this research extend be­yond the business world. Social media's reach and connectivity ease can profoundly influence public perception of politicians, campaign mes­sages, government agencies, programs, and bud­gets, charities, and even celebrity personas --- an attribute uniquely tied to box office success.

Reality: This dated myth overlooks the incredible diversity of applications users have found for social media. Today, social media is used to break and track news stories, share product reviews, provide feedback to companies and governments, survey employees for new ideas on improving operations, orchestrate boycotts, and elect presidents. In fact, it seems that each new day brings a new application for social media. 

Monday: Is Social Media Really Free?

Tuesday: Is Social Media Just For Kids?

Wednesday: Is Social Media a Passing Fad?

Tomorrow: Is Social Media Measurable?

To see more of OhMyGov's analysis of social media myths, download the complete white paper: Social Media Myths: 5 Roadblocks to Discovery.