Update: Targeting Your Social Media Audience

You may have read my blog Social Media Networking for Small Business: Part 2 Target Audience. There, I talked about how to figure out where your target social media audience would most likely be residing online and, therefore, give you best shot at reaching them.

Who has time to waste engaging the wrong crowd? Not me.

I came across these updated stats recently and wanted to share. Where do women and men hang the most online? Who does more online gaming? What about newer platforms like Pinterest? The answers may surprise you…  Continue reading

Social Media Networking for Small Business: Part 4 Develop Your Strategy

Social Media takes time! What is the most effective strategy to make sure you are winning the battle of engaging your audience?

Continuing a series of blogs on Social Media Networking for Small Business! Last month, I presented a webinar for the Institute for Entrepreneurial Leadership. You can watch it here. In case you’d rather read than watch the webinar, I’ve broken it down into a series of blogs:

For Part 1 – Goals, click here.
For Part 2 – Target Your Audience, click here.
For Part 3 – Find Your Promoters, click here.

Develop Your Social Media Strategy

Once you’ve got your goals and know who you want to target, it is time to figure out when to reach them. Planning your time is key. Aliza Sherman created the following diagram based on a concept by author Beth Kanter. I see no reason to reinvent the wheel and give her full credit. 

If you are anything like me, you are doing the math in your head and coming up with 15-20+ hours per week in just your social media efforts alone! Don’t sweat it. To start, I don’t recommend spending that much time if you are a sole proprietor. If you have a staff, I suggest you divide and conquer.

However, I do like this strategy. You ought to be spending time daily doing the following things: Listening, Promoting and Engaging. Continue reading

Social Media Networking for Small Business: Part 3 Find Your Promoters

I presented a webinar on Social Media Networking for Small Business last month. You can watch it here. Here are the highlights…

For Part 1 – Goals, click here.
For Part 2 – Target Your Audience, click here.


Social Media networking is all about engaging your customers, not selling to them. Nothing will turn off someone faster than selling a company, product or service where people like to relax and be entertained. However, people are less likely to be turned off if someone they know, like and trust is doing the recommending.

Who do you know who will do this for you? Your promoters!

When I was working on customer loyalty with Bloomingdale’s, we switched over from the traditional customer satisfaction survey to the “Net Promoter Score.” Based on Fred Reichheld’s book, “The Ultimate Question,” (how likely is it you would recommend this company to a friend or colleague?) it broke down customers in to three categories:

Promoters – Loyal enthusiasts who keep buying from a company and urge their friends to do the same

Passives – Satisfied but unenthusiastic customers who can be easily wooed by the competition

Detractors – Your classic unhappy customers. In the past, it was universally believed every unhappy customer told ten friends. Now, in the digital age, unhappy customers can tell 10,000 “friends.”

The author goes on to say, two conditions must be satisfied before customers make a personal referral: Continue reading

Social Media Networking for Small Business: Part 2 Target Audience

Building a Social Media presence takes time and effort. Who has time and effort to waste? That is why you need to make sure you are speaking the same language in the same country. Do you know where is your target audience?

I presented a webinar on Social Media Networking for Small Business last month. You can watch it here. Here are the highlights…

For Part 1 – Goals, click here.

In this blog, we’ll cover Part 2 – Target Your Audience 

Where is your audience? What medium do they use? How do you find them?

There are more than 200 social media sites. The big challenge is to narrow this list to social media sites where you know many of your customers participate. To do that, you need to gather some basic information about your customers:

  • Sex
  • Age
  • Income
  • Education
  • Marital Status
  • Children
  • Occupation

If you know this information, you can better target where your audience will be.

Online MBA has provided an interesting graphic which breaks down the demographics of the top social networking sites. The info is a little dated, but is still very valuable for our purposes. Compare the information you know about your audience, and you should be able to determine which sites allow you to best reach your audience with your message.

Keep in mind, this information is merely to help you get started. Once you start participating in each of the social sites, you will judge how effective each one is for creating a dialogue and engaging your target audience. If you aren’t getting the return you were expecting, you can always tweak or try something new. However, having an idea of where your target audience is will give you the best chance at success.

Check back soon for Part 3 – Find Your Promoters.


Social Media Networking for Small Business: Part 1 Goals

If you own a small business and don’t feel your social media presence is paying off… don’t give up!

Social Media is an incredibly valuable way of connecting with your target audience. You just need a strategy to start seeing ROI (return on your investment – mostly time).

I presented a webinar on Social Media Networking for Small Business. You can watch it here. However, if you don’t have time to sit through the hour presentation, here are the highlights…

Is Social Media Really Marketing?

I sometimes get asked, “Is social media networking really marketing?” To put it simply, “yes.” However, I might classify it more as guerrilla marketing. Jay Conrad Levison, the famous author and businessman who coined the phrase “Guerrilla Marketing,” once described it as “Achieving conventional goals, such as profits and joy,with unconventional methods, such as investing energy instead of money.”

And, one thing social media can take is energy. Or, perhaps better put, time. In fact, many small business owners and managers tell me they would do more if they just had the time.

Another hang up to social media is, if you aren’t familiar with it or keep up on it, you can find it very intimidating. You may have seen this graphic floating around recently. While it isn’t entirely accurate, the point is, a lot of businesses don’t know where to begin. In this and the next series of blog posts, I will try to give you some pointers on what social media platforms may work for you. Continue reading

7 Keys to an Effective Social Media Strategy for Small Businesses Webinar

Last week, I was asked to present a webinar on Social Media Networking for Small Business by the Institute for Entrepreneurial Leadership (IFEL).

During the 60 minute presentation, I suggested seven keys to an effective social media strategy for small businesses. Click below link to watch the presentation:

Social Media Networking for Small Business

(Note: There is silence for the first 10-15 seconds)

Please post your comments below if you found this helpful or have further suggestions to lend!


Death And Taxes – Do It Yourself?

With this past weekend being both Friday the 13th and the deadline for tax returns, it got Your Guerrilla Marketer thinking about… death and taxes. Benjamin Franklin has been attributed to saying, “The only things certain in life are death and taxes.” And, with even Albert Einstein admitting, “The hardest thing in the world to understand is the income tax,” I believe many Americans would rather face death than try to figure out how to complete their annual income tax return.

If you own a business, would you try to file without any assistance? Chances are, your time is better served running your company. Who should you turn the responsibility to? The intern or part-time help? Perhaps the mid-level manager who does their own personal tax return at home? Surely, they are familiar with the concept and can figure out how to do it for a business, right?

Sound preposterous? Yet, senior executives make the same mistake when trying to figure out who in the company should handle Social Media. Often, it is passed along to the intern to create a Facebook page or, assigned to the Marketing Manager because Marketing and Social Media are the same, right?

Wrong. Continue reading

How To Snuff The Social Media Flame Before It Becomes A Firestorm

You are rocking the social media world. You’re getting liked on Facebook, re-tweeted on Twitter and your inbound links are multiplying. But, who is monitoring what people are saying about you and your business? And, what do you do when it is negative?

I recently spoke with Mike Moran, Chief Strategist at Converseon and author of “Do it Wrong Quickly,” who says it is essential to keep track of the chatter on the world wide web. “The first thing you need is awareness,” he said. “There are people out there who have something to say and they have many different ways to be heard.”

Blogs, Message Boards, Product Ratings… should all be tracked for any negative comments. “That can be challenging,” Moran admitted. “Once you understand the importance of listening to your audience, you need to develop a process to help you hear them.”

For the smaller guys and gals, I suggest you use a Social Medial Monitoring (SMM) tool, also known as a listening platform. This allows you to monitor and track mentions of your brand, products and competitors. SMM tools provide many different ways to analyze, measure, display and report findings.

Some of the more popular SMMs: Continue reading

Super Bowl Ads 2012: Social Media Fumble?

On Wednesday, I gave my view on Trends & Observations of this year’s Super Bowl advertisements. Today, I’ll cover what role Social Media played, if at all, in the 69 spots which ran from kickoff to the final whistle of Super Bowl XLVI.

In my blog prior to the Super Bowl, I wondered if advertiser’s would use Social Media to turn branding (traditionally national ads) to call-to-action (traditionally local ads). As I watched each advertisement, this is what I found:

  • Out of the 69 spots, I noticed 24 (34.7%) listed their website or facebook page
  • Only 2 (2.8%) listed their Twitter hash mark

To be fair, another source, Altimeter, reports 57% of the ads mentioned a website – although I’m not exactly sure what timeframe of ads they reviewed.

The lack of Twitter love makes sense, as it doesn’t make as big an impact as a company’s robust website. I’m not against Twitter (you can follow me here) and it can be an excellent tool in creating buzz but, if one is spending $3-4M per 30 seconds, you are looking for the biggest impact you can make. Ideally, your company site should be convincingly telling your story and capturing leads or producing sales.

Which brings me to listing your website and/or facebook page. Unless you feel you can get everything you want to say in 30, 60 seconds (or, in Chrysler’s case, 2 minutes), I would suggest directing viewers to where they can get more of the story. More importantly, I would give viewers a reason why to get more of the story.

The seven Dot Com advertisers (Hulu, Go Daddy, Tax Act, Teleflora, Cars, E-Trade and CareerBuilder) made sure to tell their audience where to go (in a nice way). However, only Go Daddy offered more than their product for reasons to visit their site (sex appeal, even though many I interviewed found it tacky). I struggle to recall any commercial other than Go Daddy that said, “To see the rest of the story, visit…” As a Guerrilla Marketer, this seems elementary. Continue reading