5 Social Media Fallacies You’re Probably Guilty Of Right Now

With more people, brands, and companies jumping on and getting involved with marketing via social media, it’s simple, understandable, and perhaps too easy to fall into thinking that time-tested traditional media practices can translate seamlessly into a social media strategy. However, this isn’t the case – you need a different approach. Here are five social media fallacies to avoid and help you on your way to a better 2013 digital + social strategy.

The 5 Social Media Fallacies

Just to be transparent, I have been guilty of all five. The lessons and data presented were costly and sometimes painful lessons over a year. Also, I use the term ‘campaign’ loosely here; it should be generally assumed to refer to digital campaigns led and pushed via social.

social media fallacies bad social media jsncruz1. Knowing Before Showing. There’s nothing new or wrong in basing a social-led campaign on data based on a target audience and/or their perceived behavior. While this could be a starting-point, no campaign can be rigid, if you’re truly interested in creating meaningful interaction and engagement. A men’s brand may think its audience would like content on dating tips and fashion advice, but they may actually like sports more – regardless of your data set. Carefully monitoring feedback monthly (even weekly) will let you have a clearer view of what your brand’s audience ACTUALLY likes (as opposed to what you want them to like).

2. An Asset is an Asset. A magazine print ad is not and will never be the same as a Facebook Page or a Twitter Account. Social assets are different precisely because they are social; they can be used as ‘a person’, giving a human – and therefore more likable, relevant, and approachable – characteristic to your brand and its campaign. Pushing and promoting any campaign via social media means being ready to engage in a two-way communication. Silence is no longer acceptable; with 2/3 of Asians’ purchasing decision determined by social media, prepare to use ALL your social assets as relationship-building tools.

social media fallacies jsncruz

Marketing on social must be two-way – not a one-way broadcast. Image from Mobile Marketer.

3. Controlled Content. It’s very tempting to art-direct and proof-read each piece of content that we publish on our social spaces. Don’t get this wrong: quality is VERY important. However, this is a point in time when participation from your community is virtually an everyday fact, and user-generated content (UGC) abound. These content will not be the prettiest or the ‘nicest’ BUT they are highly-relevant to a specific community – precisely the audience being targeted by a given campaign. Consider exchanging content rigidity, and give allowance for featuring some creative UGCs by loyal fans/followers.

4. Numbers Instead of Relationships. Facebook’s addition of a “Verified Page” (a shameless copy of Twitter’s own system of the same name) underlines the fact that even the world’s largest social networking platform sees the importance of going beyond the numbers game. It shows that more than absolute numbers, value counts. A hundred-thousand following is virtually useless if they do not translate to positive sentiments towards a brand – earned through genuine interaction and engagement as well as cultivating an atmosphere conducive to developing relationships (either brand-to-customer or customer-to-customer).

social media fallacies cocacola jsncruzA community trusts a ‘verified’ AND a highly-interactive and engaging social asset.

5. Single-medium Asset. The fact that virtually every brand and company “wants a Facebook Page” is not surprising; in the Philippines, 32 million are on Facebook – huge considering that about 33 million Filipinos have regular Internet access. Investing ‘just’ in Facebook may be dangerous though, akin to putting all the digital eggs in one digital basket. Increasing frustration with Facebook (Edgerank updates, numerous ads in the News Feed, unhelpful metrics and insights) should mean moving on to Twitter (the fastest-growing social platform and truly real-time engagement ready) and Google+ (complemented by a large product portfolio of Google), and being prepared for the next year or so.

In conclusion, keeping an open mind and not “falling too in-love” with our social strategies and/or digital campaigns is key to generating true value for the consumers and community members who follow us, our brands, and our companies on social media. As a medium, social evolves devilishly fast and today’s “best practice” may be one of tomorrow’s social media fallacies.

Have you been guilty, like me, of any of these social media fallacies? Your thoughts are most welcome in the comments! Please Like, tweet, and Share this article if you found it helpful!


  • Facebook figure in the Philippines available at SocialBakers.com
  • Internet users figure courtesy of Google Philippines.
  • 2/3 of Asians… from Tonyo Cruz, Malaysia Social Media Week 2013

Featured image from Student Branding, retrieved on June 5, 2013.

Top Social Media Fallacies to Avoid


You know what they say, attention is a main asset in marketing. Very nice piece, Jason! :)


I didn't know that companies can now get themselves a "verified" status on FB - well, that is really something! At least, we could now the real thing from bogus accounts. 

To answer your question, yes! I am super guilty haha


of course for every post that you will make you need to include everything but using things that will work now will definitely a different method tomorrow!


True! With more and more people engaging into social media, what works today will probably be useless tomorrow.

rochkirstin santos
rochkirstin santos

In terms of social media (i.e. Facebook, Twitter, etc.), it's better if you have more interactive and more engaging fans and follower even if they are only a few than not having anyone to interact even if you have thousands. Posts should be responsive as well.


Therefore, I found myself guilty. (But not at all.) Hahaha!

fina282013 like.author.displayName 1 Like

I think I am guilty of the facebook thing but since I am new then I guess its somehow a good start but i know though that someday it wont be enough and I cant be stuck there. :)

jsncruz moderator

@fina282013 For now, it will still be king due to the fact that a large majority of Filipinos on social media are on Facebook :) Give it a year or two, and the situation may be a bit more different ;) Thanks for dropping by!

blogdemanila like.author.displayName 1 Like

hands up! guilty as charged your honor! although I don't dwell too much on online socials anymore.

HeavenJelo like.author.displayName 1 Like

Thanks for sharing the post.. I really love what you have shared here Jason..

jsncruz moderator

@HeavenJelo Hi Jelo, thanks for dropping by. Glad you enjoyed the post! :)