Know Your Customers Then the Platform

Do you ever stop to think if your brand is actively using social media in the right places? Perhaps a better question is, are you active where your customers are? There’s no need to convince most marketers these days that social media is important to the future of their businesses. However, that doesn’t necessarily mean brands are active in the right places.

Facebook has reached 800 million users. Google+ went public and saw 30% growth since doing so. These numbers are impressive, but they mean absolutely nothing if your customers aren’t there or aren’t willing to connect with you there.

Who Are Your Customers… Really?

Social media consumers are much more than a demographic. Moms between 25 and 44 years old are going to use and approach social media very differently, even though statistics will tell you that they’re really active on Facebook. They are, but when you get down to it, you need to know more about your customer than the demographic information. 

Brands need to ask themselves some pretty specific questions to really understand their social consumers:

  • Where are people talking about the brand/product?
  • Who are they talking with?
  • Why are they talking?
  • Are those discussing your brand online, the same as your traditional customers?
  • Are all your customers behaving in the social space the same way, or are there different sub-groups?

Understand Them First. Then Plan Accordingly.

Once you know who you’re really talking to, where they’re active and how they’re discussing your brand or product (if at all), you can develop a real strategy that merges the story your brand has to tell with the reasons your customers will care in the places they’re willing to talk and share.

Every time a new social media stat is released, my mind is blown. It’s permeating our lives and our culture, but the number of users isn’t everything. For example, Facebook has 800 million users, but only 156 million of them are in the United States. There’s more to the numbers than meets the eye, and there should be much more to your social media strategy, too.