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One of your greatest foes as an entrepreneur is misinformation. There is a lot of erroneous advice online, especially when it comes to social media marketing. Unfortunately, much of this guidance seems reasonable on paper. Without the right research or knowledge, you may end up unwittingly endangering the future of your business. Here are seven common social media marketing myths you need to watch out for.

1. Negative feedback can be safely ignored
2. Email is no longer relevant
3. All content represents thought leadership
4. Social media and content marketing are two different campaigns
5. Content topics must be limited to protect your secrets
6. Social media marketing is primarily for generating new customers
7. Social media metrics cannot be measured

The good news is that majority group members and men have an immense source of power at their disposal to prevent and confront bias in the workplace: their social networks. Here is how you can take action.

You have a bigger sphere of influence than you realize. Most people think about their immediate circle of friends as their audience. However, research in the study of social networks has shown they are wrong. Your ideas and behaviors ripple out from you, influencing your friends, friends of friends whom you may not even know, and friends of those friends as well. In fact, a whole range of outcomes are influenced by these third order ties – your weight, your values and beliefs, even your risk of divorce. This is your sphere of influence, in both your place of work and your daily life.

Rather than using aggregated statistics and sentiment analysis, the research team used a qualitative approach to drill down into all the tweets posted around the two case studies, and divided them into key topics, positions, purpose and arguments, in order to determine how users engaged in the debate around sustainability and ethics in fashion.

They found that the two main ethics and sustainability issues raised by social media users were environmental concerns, in the first case study; and labor conditions in the supply chain, in the second. Analysis revealed that only a small proportion of tweets were explicitly critical and that those that were, were actually prompting a relatively sophisticated debate that fashion brands may benefit from engaging meaningfully with.

As the world faced lockdowns, people restricted themselves to the four walls of their homes, increasing the amount of time they were spending on social media platforms and behind their screens, but this was not necessarily a bad thing. Social media kept the world connected when the harsh reality of the new normal kept everyone physically apart. This magnanimous increase in screen-time presented brands and organizations an opportunity to connect with their audiences like never before. As we look towards 2021, we must understand that 2020 has changed how we will do business forever. Clearly, there are no effective marketing strategies without social media going forward.

In researching the landscape ahead for social media, I spoke with entrepreneur and social media expert Brandon Mimms. Brandon has built over 10 million followers combined across various pages on Instagram, including @USA, @SantaClaus, @Shoes, @NiagaraFalls, and others.

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