Social Media Mistake – Not starting with a plan

The most common social mSocial Media Mistakesedia mistake I see my clients making is starting their social media without a plan. Their are several scenarios that happen.

  1. You hear someone talking about how much success they've had with social media so you jump in and set up a Facebook profile. 
  2. Your boss comes in and says, "We need to get on that FaceTube or YouBook thing, and you need to take care of it."
  3. You realize that your old advertising methods aren't working and you need something new so you give it a shot.

In most of the scenarios above you end up failing. Why do you fail? Primarily you fail because you don't start with the right questions:

  1. What are my goals for social media?
  2. Who is my customer?
  3. Where is my customer active in social media?
  4. What information does my customer want to know?

The thing to remember about social media marketing is that it cuts both ways. It's better to not be involved than to do it poorly.

Let's dig into these questions

What are my goals for social media?

There are several metrics that you can track:


  1. # of new people on your email list
  2. # of fans/followers
  3. # of comments / likes / share of your content


  1. # of online sales if you have an online store
  2. # of new customers coming into your store

Who is my customer?

Who is my customer?

I'm always surprised when I ask prospective clients who their customer is and they say everyone. It's not everyone, you might take everyone's money, but that doesn't mean you should be working with everyone or that everyone will buy your product or service. Build a profile of your best customer: age, sex, likes, occupation etc.

Where is my customer active on social media?

There are several ways to find this out:

  1. Ask them – this is the one that most of my online peers miss. Ask them in your store, ask them when you're meeting with them, email them if you have a list, but ask them.
  2. On Facebook –
    • Go to advertising
    • Start an ad
    • Adjust the demographics to fit your demographics
    • Ask yourself if that's enough people

What does my customer want to know?

This will depend on your business. Bars need to let people know what specials, events and music they have coming up. Clothing stores should share sales, dressing tips, Real Estate agents can share tips for lowering your mortgage rate etc… You can also do some of the following to find out what they are interested in.

  1. Ask them…
  2. – search based on your business type and keyword phrases
  3. Do a Google search with the keyword phrases for your business – look for social media sites that could be a good fit
    • "Keyword phrase" blog
    • "Keyword phrase" forum
    • "keyword phrase" in video
    • "keyword phrase" in News

Feel free to ask any questions about planning in the comments below.

Great Twitter Stories

Recapping some of my favorite Twitters tories from the week starting witha great post from the always informative Chris Brogan. While some will argue with Chris’ take on Twitter etiquette, I think he nails it on alomst every point. Check it out and let me know what you think:

A Brief and Informal Twitter Etiquette Guide

I love Twitter. I think the service is a wonderful tool that permits a whole new way of communicating. The thing is, it’s also a place where newcomers might often make some mistakes in their choices that will likely be …

I found this post interesting because I’ve been speaking in front of a number of local business groups an the most common question is “Isn’t Facebook/Twitter/Social Networking just for kids?”  They are always surprised to find out the demographics of the main sites and the dramatic increase in 35+ on Facebook an Twitter.

Facebook and Twitter are for oldies —

If you pay attention to such metrics as have been published over the past year, it probably won’t surprise you to note that the older you are, the more likely you will be to be a Facebook or Twitter user, according to the study. …

I like this idea, but feel it will have limited application for me and the others in less populated states like Montana.

JustBought.It Turns Twitter Into a World of Mobile Shoppers

It’s no secret that people often buy things based on the recommendation of a family member, friend, or celebrity that they respect. And now, with.

Twitter has changed tehir look, I’ll have to go back and redo my Twitter Getting started videos now 🙂 is changing

Twitter Blog: New Front Page!

Today we’re trying a redesigned front page for folks who are new to If you’re a regular around these parts, then you won’t notice the new look unless you sign out of your account. Helping people access Twitter in more …

Thanks for stopping by to see my weekly recap. This is going to become a feature of my blog so let me know if you have great stories for me to share.

I’ll be adding some of my favorite Facebook stories in a couple of days.