Everytime a new report comes out that says “____ is the best network for businesses” OR “____ is the best time to post on ______” there are hoards of fresh, new community managers taking the reports as gospel. The problem is, there are far too many variables for these reports to be taken seriously.
With everyone involved in content marketing and competing for attention, I can see why some companies might rush to create these “reports.” I can also see why some scrappy young community manager might be grasping at straws, looking for the secret sauce.
But when reports come out based on aggregate data of a selection of clients or cases, it’s not only inaccurate, it’s plain irresponsible. When reports come out, a certain segment of people will take it without question, especially if it’s being presented as a fact. The impact of that is companies will inevitably waste money in places they don’t belong and ultimately degrade the experience for other brands that are more well suited to a network based on the format or audience.
For Example
What about the financial firm that sees the report that Instagram is the best social network for business and decides that Instagram is now the focal point of their social media strategy. What are they going to post pictures about? Is their audience even on Instagram? If the audience is on Instagram, do they really care about their financial firm?
Or what about this gem? Instagram Beats Google+ by a KO: Social Ads Drive 2,885% Higher Engagement in Early Test.
Both Instagram ads and Google+ ads are BRAND NEW! They are only running test campaigns at the moment. The only two brands listed were Toyota and Lexus, both auto manufacturers? Will all advertisers be selling cars?
Yet the article is declaring a KO. That’s like calling the fight after the boxers are introduced. But it’s still a report, and they’ve declared a winner. So now the business that belongs on Google+ may waste money on Instagram ads, that no one cares about.
Do the work
Whether it’s infographics, reports, or blog posts, please examine the data that is being presented and ask yourself…did this report analyze my audience, my resources, my products, and my business goals? If the answer is no to any one of these, you should probably go ahead and do your own research, take the report with a grain of salt, and move on.
It’s helpful to know about behaviors in aggregate, and it can even be helpful to know about platforms in aggregate, but don’t for a minute think that these reports are blueprints to be followed by YOUR company.
Do the work and run some tests.