Plotting Your Social Media Marketing Strategy

Let your customers and prospects drive your selection of social media
alternatives. To see the best return on your investment in social media, you
need to try to use the same social media as they do. This principle is exactly
the same one you apply to all your other marketing and advertising efforts.
Social media is a new tactic, not a new world.

Fish where your fish are. If your potential customers aren’t on a particular
social media outlet, don’t start a campaign on that media.

In this chapter, we show how to use online market research to assess the
match between your target markets and various social media outlets. After
you do that, you’re ready to start filling out your own tactical Social Media
Marketing Plan,

Locating Your Target Market Online

Nothing is more important in marketing than identifying and understanding
your target audience (or audiences). After you can describe your customers’
and prospects’ demographic characteristics, where they live, and
what they do online, you’re in a position to focus your social marketing
efforts on those people most likely to buy your products or services. (Be
sure to include the description of your target market on your Social Media
Marketing Strategic Goals Statement