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Too often businesses fail to recognize and embrace the use of social media based on the mistaken belief that their customers don’t use it. That’s something that author Jay Izso maintains is a myth.

Izso, also known as “The Internet Doctor,” says this belief is based on something called “illusory correlation.” He defines that term as occurring when “…we take note of specific instances, pair them with other instances, and then arrive at the conclusion that one instance is related to another when, in fact, it is not the case.”

In his book Got Social Mediology? Using Psychology to Master Social Media Without Spending a Dime, Izso says, “Illusory correlation helps to explain why many people do not use social media as part of a business strategy. First, they may have a few clients who do not use social media, and perhaps these few clients have expressed negative attitudes toward social media. From this experience, the business owner begins to associate social media with the negative client. Next, the business owner concludes, ‘My clients do not use social media,’ and the illusory correlation — or myth — is born.”

To dispel that belief or myth, the author draws on research provided by PewInternet.org that reports close to 73 percent of all Internet users are actively using some sort of social media. “In addition, 71 percent of all Internet users use Facebook, and 42 percent use multiple social media platforms.”

As expected, the age of the Internet user plays a role in their use of social media platforms. As cited in the book, “…the highest percentage of social media users are young, with 90 percent of Internet users between the ages of 18 and 29 years being on social media. However, you may be surprised to know that 78 percent of 20 to 49 year olds on the Internet are using social media, and 65 percent of 50 to 64 year olds on the Internet are using social media.”

He doesn’t stop there with his research as he goes on to cite the financial status of social media users. Among social media users, “…regardless of income level, nearly 75 percent of every income range is represented, whether it is those making less than “$30,000 per year or those making more than $75,000. The same is true across different education levels.”

Don’t Ignore Social Media

As to what all this research means, Izso maintains the Internet and effective use of social media can hardly be ignored. “Not only is social media growing and expanding, but real buyers, real sellers, and real people with actual money are using it to connect with other people.

“We do need to be cautious here, however, where there is some truth in the myth. Not every client is on social media, and some platforms may not have as many of our clients as others, which is why social media is not the only solution when it comes to growing your company. However, it bears repeating: If your clients use the Internet, almost three out of four are using social media. To ignore this or arrive at conclusions that keep you from using social media holds you back from interacting with many of your clients in a space where they are present.”

In a final bit of advice of subject on this “myth,” the “Internet Doctor” says that “Whether you know it or not, many of your customers are, in fact, using social media. Not all of them may be there yet, but almost three quarters of them are on social media if they are already Internet users. This provides you with a prime arena in which to reach them — and in a new and genuine way that goes beyond marketing to creating authentic relationships.”

For reps concerned about how much time they should be devoting to their social media efforts, Izso advises that should not be a major concern. “In fact, if you are spending all of your time on social media, you may be doing something wrong!” He emphasizes that “It’s not how much you say, but what you have to say that is important.”

He says that “Social media does not have to be all-consuming. Keep it simple, and remember that there is actually more of a danger of over-posting than under-posting. You also need to keep in mind that not every social network is the most appropriate for your business. True, you have to spend some time on social media for it to work for your business, but you can be extremely effective in 15 to 45 minutes a day. What’s more, over time you will become more efficient. Just remember that three Cs: check in, connect, and check out.”

Got Social Mediology?
by Jay Izso
InterAction Press
290 pp., $19.95