Dulcet Tones: Social Media

Ryan is interviewed about social media, brand building and business objectives.

Hi, all.

Taking a quick break today from the Better Odds series. However, if you’re interested in marketing (and you haven’t heard it before), you can relax to the smooth sounds of my voice talking about brand objectives, tactical objectives, how they relate to each other, and how they relate to social media.

This is an interview I did nearly a year ago with Emily-Rose Hills on the Social Media Coach podcast. I re-listened recently, and I do talk a fair amount of sense in it. Technically it was about social media, but we ended up covering a lot of territory about brand building, success metrics, and even a bit about org structures of marketing departments.

On the re-listen, I winced at one point where I appeared to contradict myself between breaths. It’s not critical, but I’ll clarify here anyway:

You can target audiences who are more likely to have a particular need, and are therefore more likely to have that need when your activity reaches them. But in most cases, on social media, you can’t define a target by their specific need.

For example, you can target likely new parents, but you can’t target someone who has specifically run out of nappies/diapers.

Search is the channel for being seen specifically by people with a particular need or desire, as indicated by their search terms.

When I talk about targeting mindsets, that’s a way of talking about the content, not the targeted placement of the content. For example, you could target (with placement) an audience likely to be home owners, and what you put in front of them is creative that speaks to electricity bill shock and the virtues of installing solar panels on your roof.

You don’t know who among your audience got a big power bill that morning, or who will get one in the next few days, but whoever they are, targeting that mindset with your content will either get their attention now or remind them of your brand tomorrow when they look at their power bill and feel exactly like how you were talking about.

Anyway, enjoy, have a safe weekend, and we’ll be back to improving the odds of having good and great ideas on Monday.