Friday, March 19, 2010

FINGER CANDY FRIDAY: Social Media Trifeca-Part II

The Right Message, The Right People, The Right Amount of Times

Part II: The Right People

Do you want to talk to Golfers in Tucson or Hunters in Wisconsin?

You know your business better than anyone else. By the time you take your Marketing efforts "Web 2.0" you should have identified your target audience. Generally this is done at business plan design. You know what kind of service or product you sell.

Your choices about what Social Media Platform to participate in should logically follow where your customers and prospective customers are and how you want to interact with them. You can determine demographic, pyschographic and lifestyle data to determine what your customers' interests are. You can target other companys like yours or even your competitors Social Media usage.

Here's how I view the various Social Media Networking sites:
LinkedIn: Work or industry event you have been invited to.
Facebook Personal Profile: Backyard BBQ.
Facebook Fan Page: Like a phone book ad.
MySpace: Going clubbing with the friends.
Blogging: Coffee shop talk.
Twitter: Happy Hour Networking Event Mixer.

You know who you want, now how do you find them?
Facebook, LinkedIn, your Website, your Blog are all limited to the people you bring to them, so it can be difficult to grow outside your existing network.
Twitter is a great tool to increase traffic to your other Social Media Platforms including your Blog, YouTube, Facebook Fan Page, MySpace or even LinkedIn.  I have clients who report increases of website traffic up to 5000% through Twitter efforts.

You are on Twitter but how do you find the right people? Sifting through the overwhelming volume of content and services in order to connect with people you want to find can be daunting and frustrating.

-Find People to Tweet with at
You can search to find people that you have things in common with, you will want to follow the people who are following them.  These are people you have something in common with and they will most likely follow you back.
You can use the advanced feature to locate people of like interest and find out what people are saying about you, your brand, your industry etc.

-Sign up for the Twitter Directories and
These are both free and great way for SEO and indexing as well as other Twitterers looking for you or your service and they help you “cut through the clutter.” is a user powered twitter directory organized by interests that helps you find Twitter celebrities, actors, TV personalities, or new Twitter friends in your area. is a directory of public Twitter accounts, with hundreds of categories and search features to help you find people who matter to you.

Twitter itself has expanded its suggested users into about 20 categories and made those suggestions available to all users, not just new signups as well.

What does your potential consumer know about you right now?
It’s too confusing to have a strategy that targets advocates AND people that have never heard of you. That would be two strategies, not one.

Understand how your target consumer (as defined by gender, age, and geography) uses social media. If your audience skews older, you may not want to engage in a lot of “make a video” contests, since that segment indexes low on the “Creator” scale.

Next post: Social Media Secrets Revealed Part III: The Right Amount of Times

On a side note I accidentally threw myself back into a small On-Air Radio Position. Every Tuesday at 1pm PST you can listen to "OptiMedia Tuesday" an hour long feature on different stations, locations, syndications and streaming across the nation through Film Maker Ladd Ehlinger Jr and Kelsey Grammar's I just Suit up and Social Up ;)

Jessica Northey is the Editor of, a Blog dedicated to helping Media Professionals use today's and tomorrow's Social Media tools.  She is also the Social Media Editor for Full Throttle Country, Country Radio's full-service interactive idea sharing and new media on-line service.  With over 19 years experience including Radio, Television, Internet and Print Sales as well as an On-Air Radio personality, Jessica specializes in big ideas and is known for the ability to create complete marketing campaigns and bridge marketing partnerships.  Her company Finger Candy Media provides social and new media optimization planning for businesses, brands and individuals.


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