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Three years after my first look at the question of where to find your customers in social media, I have a pleasant surprise for you: There is good news on this front. While changes made by social media networks and service providers often disrupt marketers, causing small nonprofits and businesses lots of extra work with little benefit, that’s not the story this time. It is easier and more affordable now then ever before for change marketers to identify where current customers, friends and prospects can be found in social media.
Whether you’re just starting to introduce new discipline to your social media marketing efforts, or you’re doing a periodic revisit of your channel strategy, you’ll want to start with a top-level look at who can be found where. There have been significant changes in the demographics and behaviors of those who prefer each network. One favorite resource is the social profiles in the Subscribers, Fans and Followers reports from Exact Target, which are updated regularly. Here’s a recent report on Canadian consumers.
If you’ve built a social media community over the past few years, there’s a wealth of information about your followers — and others like them — available at no cost from Facebook and Twitter. (There are also professional services that provide extensive detailed follower information for Facebook, Twitter and other major networks. But that will be the subject of a future post.)
By combining information from multiple sources you can quickly build a powerful social media profile of your best customers, and where to find more like them. Use your new power well.
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